It’s Not Me, It’s You:

Finding the Right Financial Partner


What you’ll learn:

  • Why the way women manage money is different
  • How to invest on your terms as a woman
  • Women’s investing strengths and why that matters
  • What to look for in a financial advisor as a woman investor


Women are on the rise. Today in the United States, women control a third of the total household financial assets (more than $10 trillion),1 nearly half are their family’s breadwinners,2 and there are 114% more women entrepreneurs now than 20 years ago.3 By 2030, American women are expected to control much of the $30 trillion in financial assets that baby boomers will possess.1

However, despite these dramatic gains, there’s still work to do. While most women are confident about managing their household finances, many are less certain about their financial decisions. This guide is designed to highlight how working with a financial advisor who understands women’s unique circumstances can help you become a more engaged and confident investor – and take control of your financial future.

Select a topic:

Why women’s financial journeys are different

While money has no gender, the way men and women manage their money, finances and investments is different because of:

Know your strengths: Investing with intention.

Some women may lack confidence in their ability to invest, but they still tend to do it well. In fact, women investors broadly outperform their male counterparts.9

Women seek more information

Women spend more time researching their investment choices. And while they do take on less risk than men when it comes to investing, that doesn’t mean they’re risk averse. Rather, they’re more likely to take on appropriate levels of risk with their investments than men. Both of these findings make for better investing outcomes.

Women are less likely to panic in a downturn

Women investors are more likely to stay the course when markets are turbulent. A recent study revealed the most likely group of investors to abandon their investment strategies when markets decline are men age 45+ who are married, have dependents, or identify as having excellent investment experience or knowledge.10

Women tend to trade less than men

Women investors tend to buy and hold, which reduces trading costs and can lead to higher returns. By contrast, men trade more frequently and are statistically more likely to be overconfident in their ability to beat the market.11

Women are more likely to diversify their investments

Women may do this by choosing investments that contain a diversified mix of stocks and bonds, such as target date or balanced funds. Or they may hold a mix of different types of funds – which spreads their investment dollars over multiple holdings within each fund.

Good things happen when women invest


A 2022 study by BNY Mellon calculated that if women invested at the same rate as men, there could be more than $3.22 trillion of additional capital to invest globally with over $1.87 trillion flowing into more sustainable and socially impactful investing.12

How financial advisors can help empower women investors

Women want exactly what men want: solid investment advice tailored to fit their unique situations. But this advice also needs to help them take control of their finances so they can live life on their terms.

Qualities to look for in a financial advisor

Women aren’t all the same, so there’s no one-size-fits-all approach to financial advice. However, what’s key for most women is to work with a financial advisor they connect with, who has the right combination of professional qualifications and personal qualities to support them.

  • Shared values

    Few things are more personal and emotional than money. That’s why it’s key to work with someone you trust, which starts with shared values.

  • Empathetic listener

    A financial advisor should be an active listener who seeks to understand the details of your life to design a plan that’s unique to you.

  • Collaborator

    A financial advisor who checks their ego at the door, encourages your participation and shares their knowledge helps give you confidence.

  • Holistic approach

    A personalized financial strategy is about more than your assets. A financial advisor needs to take a 360° view of your life.

  • Educator

    A financial advisor should be able to explain investing to the level of detail you need, including the pros and cons of any recommendation.

Talk to us

Regardless of whether you’re the breadwinner for your family, as a woman you need to take ownership of your finances so you can live life on your terms. But you don’t have to do this by yourself.

Here at Edward Jones, we want everyone to prosper. Our financial advisors will meet you where you are, and take time to get to know you beyond just your finances. We’ll work together on developing a long-term investment strategy that accounts for the bigger, better impact you want to have on your life, and the lives of those around you. And we’ll support you throughout your journey with open and direct conversations, pragmatic guidance and a dedicated team.

Find out what we mean by talking with an Edward Jones financial advisor now. Because there’s nothing more important to us than understanding what’s important to you. Your first meeting is complimentary.

Go deeper. Download this guide, which includes additional insights.