ENGAGING WOMEN INVESTORS
Learn.
Communicate.
Connect.
$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.
The building blocks of engagement
Explore the foundational concepts of our Engaging Women Investors program
Cultivate trust
Studies reveal that women value “security” and “trustworthiness” above all else in people and institutions—making trust a key component in successful client relationships. Our TLC model—Trust = Learning + Communication—can help you learn how to build trust with women investors.
Tailor your approach
Segmenting your client base gives you a framework—a starting point for more personalized engagement. We’ve identified three common financial decision-making roles—Primary, Shared, and Delegating—that can help you connect more authentically with women investors.
Understand and empathize
Foundational Toolkit
Take a deep dive into our foundational concepts: emotional intelligence, the TLC model, client segmentation framework, and more. Includes two interactive workshops—The Intersection of EQ and IQ and Strategies for Success—plus a helpful workbook and guide for easy implementation.
CE webinar: Engaging Women Investors
Explore emotional intelligence and learn actionable steps for increasing your emotional quotient (EQ) to build trust with women investors. Watch the full webinar video and complete the accompanying quiz to earn continuing education credit.
Put it into practice
Outreach Toolkit
Featuring “Finding and Funding Your Why”—an interactive workshop based on behavioral finance and proprietary research—this toolkit is designed to help you connect and build community with women investors. Explore our turnkey presentation library, worksheets, and more.
Women as Money Mentors
Empower women to become financial mentors with our program, Money Confident Kids®. This program includes five key themes with corresponding guides and social posts—designed to help share their financial knowledge with the next generation in your family.
Educate and empower
Client Resource Toolkit
Use this ready-to-use content to support and streamline your engagement efforts. Explore client-ready printable guides, checklists, and more—perfect for intake, consultations, workshops, or as needed to help women navigate transitions.
Take financial control of your life during and after a divorce
Help women navigating divorce form a path toward financial sustainability and independence.
Gain more insight into engaging women investors
Want to connect with women investors? Here’s what matters
Women wield more financial power now than ever before. New research gives you the tools you need to understand their needs and expectations.
Three ways a Women’s Monthly Meetup can help build your practice
A monthly meetup is an engaging and effective way to connect with women clients and help grow 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.
Intergenerational Wealth Transfer
The greatest wealth transfer in history is underway. Develop valuable family relationships and secure business for years to come.
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.
202510-4859562
