Women and Wealth

Better serve your female clients as a financial services professional In Women and Wealth: A Playbook to Empowering Clients and Unlocking Their Fortune, award-winning author and certified financial planner Cary Carbonaro delivers a practical and insightful guide for financial services professionals who want to better serve their female clients. The author explains the unique needs of women clients, the unique psychology driving their financial decisions, and their reasonable demands for personalized client care. She also offers actionable strategies, research-backed approaches, and real-world examples and case studies you can use to better serve women who reach out for personal finance and wealth management advice. Inside the book: Why “bro-culture” is killing the financial services industry and ignores the fastest growing demographic on every professional's client list Why women leave their financial advisors and what you can do to improve female client retention Avoiding the “widows and divorcees” stereotypes of female clients and understanding the psychology of female breadwinners A unique and powerful roadmap for financial services professionals seeking to better understand and serve women, Women and Wealth is a must-read for financial advisors and planners, insurance agents, bank and credit union representatives, and accountants everywhere.

Dedication v Dear Readers 1 Chapter 1 My Story 5 Chapter 2 What Is the Trillion Dollar Opportunity? 31 Chapter 3 What the Industry Is Doing Wrong 49 Chapter 4 Where Are the Women Advisors? 65 Chapter 5 History of Women and Money 75 Chapter 6 History of Female Breadwinners 101 Chapter 7 Understanding the Female Psyche 121 Chapter 8 Unconscious Bias 141 Chapter 9 Fear and Bag Lady Fear 163 Chapter 10 Bro Culture and Lawsuits 177 Chapter 11 Why Women Leave Their Advisors 187 Chapter 12 Ignored to Invested: How to Attract and Keep Women As Clients 199 Chapter 13 Widows and Divorcees Are Not the Only Female Clients 209 Chapter 14 Types of Female Clients, Part II 223 Chapter 15 Women’s Health Equals Women’s Wealth 241 Chapter 16 Women and Philanthropy 249 Chapter 17 Getting to Know Your Clients with Behavioral Finance 263 Chapter 18 Effective Communication with Female Clients 277 Chapter 19 Building Deeper Connections and Trust Through Social Media 291 Chapter 20 How I Charge Clients 303 Chapter 21 Case Studies and What Women Need in Financial Services 313 Chapter 22 Storytelling and Selling Help 339 Chapter 23 Making the Industry Female-friendly 349 Resources 359 Acknowledgements 367 Author Bio 369 Takeaways 371 Index 375