Marketing Financial Services to Women - Canada - April 2016
“Positive messaging centred on life events is more likely to resonate with women and encourage them to be proactive about investing and retirement planning.”
– Sanjay Sharma, Senior Financial Services Analyst
This report looks at the following areas:
- Women are less confident due to a self-perceived lack of knowledge
- Females are less likely to be the sole financial decision-maker
- Women are less prepared financially for retirement
- Women have some different financial priorities
This Report focuses on the ways that the financial industry can better meet the needs of women. This Report aims to help the financial industry understand issues such as how women perceive the financial services industry, how women’s financial concerns are different from men’s, product ownership and financial priorities of women, their attitudes towards investments and what marketing messages will resonate more with women.
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