The Women’s Wealth Alliance, a taskforce of the Consumer Duty Alliance, has launched a new careers guide designed to help more women see personal finance as an accessible, flexible and rewarding career path.
The newly-launched guide explores key roles, entry points, progression routes and working patterns through a female lens. It is aimed at women at different stages of life and career – from school leavers and graduates to career changers and returners.
The guide was created in response to research from the Women’s Wealth Alliance’s 2025 YouGov survey of more than 500 women working in personal finance.
The findings highlighted that outdated perceptions remain a significant obstacle to attracting more women into the profession.
More than eight in ten (84%) respondents said the sector’s male-dominated image is off-putting to women, while 49% highlighted a lack of awareness of the career opportunities and 47% said women feel a career in finance is ‘not for them’.
With insights into what different roles involve, how women can enter and progress in the profession, and what helps them thrive, the guide shines a light on the opportunity to build a fulfilling, flexible and long-term career in personal finance.
Vanessa Barnes, Chair of the Women’s Wealth Alliance, said: “Too many women still look at personal finance and assume it isn’t a career for them. We want to change that.
“Our research shows that women already working in the sector overwhelmingly find it supportive, flexible and full of opportunity. One of the most powerful findings is that 93% of women who have worked in financial planning would recommend it to other women – and that is a message we need to broadcast more widely.
“This guide is about helping women see what is possible. Whether they are starting out, returning to work, changing career or thinking about their next step, we hope it gives them the confidence to explore a sector where they can build a rewarding long-term career.”
Keith Richards, CEO of the Consumer Duty Alliance, added: “I believe there is a real appetite across the profession to attract more women, but outdated stereotypes can be difficult to shift. This guide gives firms, educators, career changers and aspiring professionals a practical way to show women what a career in personal finance can really look like.
“The addition of short video interviews with women already working in the sector helps bring these opportunities to life and create that important visibility – evidencing that this is an inclusive profession where women do belong and thrive.”
Download the guide here: Women’s Wealth Alliance Career Guide
Main image: young, gen, women, smiling, happy, adam-winger-Xt4g9VbMljE-unsplash
