INVESTMENTS
investing skills and have higher satisfaction
rates, which may point to more patience
and active listening on the part of female
advisers. Whether male or female, advisers
with higher gender intelligence have more
successful relationships with their investors.
MYTH
5 ‘I need more time’ really
means ‘No’
When a female investor says ‘I need more
time,’ this is exactly what she means – most
of the time. Advisers, on the other hand,
often think this is her way of saying ‘No.’
Female investors tend to seek sufficient
information and time to process their
decision, which allows them to own the
decision and avoid regret. Over time,
this helps them gain confidence and
means they’ll be less likely to blame their
adviser if things don’t turn out the way
that was intended.
6 Emotion should remain
separate from investing
MYTH
No decision is ever detached from emotion.
An investor’s experiences, current situation
and expectations for the future influence
each investment decision. This is not a
bad thing; there is a role for intuition and
emotion in the decision-making process.
Advisers can help investors balance
emotion with more objective information.
The emotional component also presents
opportunities for advisers to deepen their
client relationships. The key is in connecting
investments with what they represent for
the investor – security and independence.
7 Female investors are
a lucrative niche market
MYTH
Women’s financial advice needs are still
underserved, but it’s clear that they don’t
constitute a niche segment. By definition,
‘niche’ does not describe this majority