Win Her Trust
What women want from a financial professional — and how to deliver it
Women control a growing share of wealth — yet remain underserved by traditional financial planning. Most financial professionals understand the opportunity, but many still struggle to connect with women in ways that build trust and lasting relationships.
By shifting your approach, you can become the advisor she relies on — and recommends.
Why it’s important to talk about women clients
Women are projected to control nearly $30 trillion in investable assets over the next decade. That’s not just a demographic shift — it’s a business opportunity.
Yet many women still face significant financial challenges:
- Persistent income disparities
- Career interruptions tied to caregiving
- A longer life expectancy — often with fewer retirement assets
- A lack of financial advice that reflects their lived experience
Addressing these realities opens the door to deeper engagement, greater trust, and long-term growth for your practice.
How this helps your female clients
Trust is the #1 barrier for women when choosing to work with a financial professional.
Many report feeling left out of conversations — or misunderstood entirely. But when your approach reflects their priorities, values, and goals, it shows.
Women are more likely to:
Engage in planning conversations
Follow through on financial decisions
Refer friends, family, and other women
How Guaranty Income Life can help
At Guaranty Income Life, we believe the future of financial advice is inclusive, personalized, and value-driven. We support financial professionals with:
- Tools and insights to understand women’s unique planning needs
- Resources to build trust and foster long-term relationships
- Annuity solutions that support income stability, long-term growth, and financial confidence
The role of a financial professional
Earning a woman’s business isn’t just about having the right product. It’s about building a relationship based on transparency, empathy, and inclusion.
You can stand out by:
- Listening actively, without assumptions
- Treating her as an equal financial decision-maker
- Sharing your personal story, values, and causes you support
When your values align with hers, she’s more likely to choose you — and refer others to do the same. In fact, if treated well, women will refer you to 26 of her friends. That kind of loyalty is good for business.
We’re here to help you Win Her Trust — and grow your business by serving one of the most powerful, loyal, and influential markets.