ENGAGING WOMEN INVESTORS
Learn.
Communicate.
Connect.
With younger women set to inherit $47 trillion—and widowed women expected to receive 95% of the personal wealth passing between spouses by 2048—engaging women investors is more crucial than ever.1 Use this program to connect with women and position your practicefor success.
$54 trillion
81%
Over 50%
Video: Engaging Women Investors program overview
In this short video, T. Rowe Price Insights Leader Emily Barczak explains why financial professionals should prioritize connecting with women and outlines the key benefits of the Engaging Women Investors program.
By 2048, $54 trillion will change hands in personal wealth.
And nearly 95% of that wealth will go to women.*
Are you ready to serve that next generation of women investors?
Hi, my name is Emily Barczak, Insights Leader at T. Rowe Price.
Our program, Engaging Women Investors, helps financial professionals like you connect, engage, and grow with this influential group.
Learn how to:
- Tap into key decision makers’ motivations
- Increase your emotional intelligence to bolster trust
- Help women find their financial ‘why’
- And lastly, build long standing relationships – one referral at a time
We’ve developed a portfolio of insights and tools to give you a competitive edge, both today and for the future.
The wealth is shifting.
The opportunity is clear.
Contact T. Rowe Price. And let’s grow together.
* The Cerulli Report—U.S. High-Net-Worth and Ultra-High-Net-Worth Markets 2024.
Foundational tools for meaningful connections
These core resources offer a deep dive into our foundational concepts: emotional intelligence, the TLC (Trust = Learning + Communication) model, and client segmentation framework.
Strategies for Success
Discover how to tailor your approach with segmentation and learn actionable strategies for building trust and communicating effectively.
The Intersection of EQ and IQ
This interactive workshop introduces the foundational program concepts, helping you learn to apply emotional intelligence to better understand and serve women investors in your practice.
Program Guide
Discover strategies and resources to deepen client relationships and drive your practice's growth by empowering women investors—an essential and growing client segment.
“EQ and IQ” workbook
This printable, interactive workbook highlights key concepts and takeaways from The Intersection of EQ and IQ workshop.
Put it into practice
Establish and deepen client relationships with these tools designed for outreach and engagement.
Finding and Funding Your “Why”
Help women identify their financial beliefs and motivations in a customizable workshop format.
“Finding and Funding” worksheet
Help workshop attendees determine their financial decision-making role with this printable, interactive worksheet.
Women as Money Mentors
Empower women to become financial mentors with our program, Money Confident Kids®. Includes five key themes with corresponding guide and social posts.
Financial Literacy Library
Build your own event series or financial literacy boot camp from our comprehensive collection of turnkey, client-ready content.
Educate and empower
Help your clients navigate transitions and achieve their goals with printable and customizable resources.
Take financial control of your life during and after a divorce
Help women navigating a divorce form a path toward financial sustainability and independence.
Divorce checklist
Printable guide and corresponding checklist to help women navigate their finances during divorce.
Caregiver checklist
Printable checklist to help women in caregiving roles navigate their finances.
Widow checklist
Printable guide and corresponding checklist to help widowed women navigate their finances.
Additional client resources
Visit our Intergenerational Wealth Transfer program page for more helpful checklists and client-ready resources.
More insights to help you engage with women investors
Empower women to invest in exchange traded funds (ETFs)
Find out how to build trust with female clients by explaining the benefits of ETF investing.
Incorporate private investments into women’s portfolios
Learn how advising women on alternative investing can help you differentiate your practice.
Explore these complementary Practice Management programs.
Next Wave of Advice
Planning doesn't equal execution. Take clients from good intentions to tangible actions with financial coaching—the future of financial advising.
The Power of Social Security
Social Security is uniquely complex for women investors. Earn their trust by demystifying essential claiming strategies, benefit coordination, and the implications of working in retirement.
Set your practice apart
Explore more ways to refine and grow your practice with client acquisition, client engagement, and business management resources.
Contact us
1 Cerulli, “The Cerulli Report—U.S.High-Net-Worth and Ultra-High-Net-Worth Markets 2024,” January 2025.
2 Cerulli Report, “Trust in Transition: Widows and Widowers,” September 2024.
3 McKinsey, “The new face of wealth: The rise of the female investor,” May 2025.
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