ENGAGING WOMEN INVESTORS
Learn.
Communicate.
Connect.
of widowed women switch financial professionals within one year of their spouse's death1
of women going through a divorce do not consult a financial professional2
women will be solely responsible for their household finances at some point3
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.
Why is that the case?
As the control of assets has shifted, women’s sentiments about the financial services industry have been slow to change. Feelings of alienation and distrust are commonly expressed by women and how they regard financial services. There is an opportunity to change these sentiments to something more positive and reflective of trust and understanding. T. Rowe Price conducted proprietary research with women investors to better understand their needs and their expectations of financial professionals. From this research, we’ve created an array of tools and resources for you to better understand and connect with your women investors and prospects.
Contact your T. Rowe Price sales consultant today to learn more about available these available tools and resources to help you enhance your conversations and relationships with women investors.
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 through events, workshops, and more. Explore our turnkey presentation library, event planning guides, worksheets, and more.
Women as Money Mentors
Empower women to become financial mentors. This program includes 12 lessons with corresponding guides and social posts—designed to help women share their financial knowledge with young people.
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 complimentary Practice Management programs.
Next Wave of Advice
Planning doesn't equal execution. Fifty percent of clients implement less than 20% of the financial advice they receive.4 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, and 70% of heirs plan to change their financial professionals when they inherit.5 Develop valuable family relationships and secure business for years to come.
Contact us
Learn more about how we can help you, your clients, and your practice succeed.
Broker-Dealer, RIA, and Regional Bank
800.564.6958
AdvisorServices@troweprice.com
Variable Annuity
855.829.5343
VA_Sales_Desk@troweprice.com
1 McKinsey & Company, "Women as the Next Wave of Growth in US Wealth Management," July 2020.
2 Worthy and Association of Divorce Financial Planners (ADFP) Financial Survey, November 2019.
3 UBS, Own Your Worth, 2021.
4 Wealth Professional, “When formal financial plans are a poor fit,” https://www.wealthprofessional.ca/news/industry-news/when-formal-financialplans-are-a-poor-fit/323484
5 The Cerulli EdgeꟷU.S. Advisor Edition 3Q 2021.
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