Women and Wealth Management: Slow, Steady, Thorough
I was recently quoted in the Wall Street Journal/Dow Jones Newswire on the best approach for reaching women in the wealth management field. Michaela Cavallaro did a great job, with few words, putting the topic into perspective – especially for these cautious times. Here’s the gist of my view:
Learned says that when it comes to money, women tend to take a cautious approach and value safety and trust. Wealth management firms, however, typically have used fast-paced marketing messages that focus on status, glamour and other concepts that appeal mainly to men. Those messages may have worked to attract male customers in the past, but Learned is skeptical of their value in the current economy.
