This document discusses how financial advisors can better empower and serve women clients. It notes that women face unique financial hurdles and obstacles, but are increasingly earning more income and wealth. It provides tips for financial advisors, including recognizing gender differences, creating an action plan to engage female clients through content and events, and using a collaborative communication style that clearly links advice to women's goals and lifestyle needs. The overall aim is for advisors to better understand and meet the specific financial needs of women.

1. EMPOWERING
WOMENTHROUGH
FINANCIALADVICE

2. When it comes to growing their
wealth, women face a number
of financial hurdles — and that’s
where professional financial
advice can help.
Understanding the unique
needs of women, can help you
better engage with your
female client base — and
grow your business too.

3. 1 Australian Bureau of Statistics,Australian Social Trends, Dec 2012.
2 Trading economics (2014) India GDP per capita; Harvard Business Review (2010) Why Women are the Biggest Emerging Market
Women are becoming
wealthier, earning
more than ever before
In 2014, the combined incomes of women
globally were worth around $18 trillion —
or four times India’s GDP for the same year.2
Did you know?
More women are moving into
senior management roles,
increasing their earning capacity.1

4. Female-owned businesses are the fastest
growing sector of our economy, which means
many women have a strong need for
business advice.
In Australia, almost 1/3 of assets under
management are now run by women.1
Women live longer than men as well, which
is one of the reasons they’re more likely to
receive an inheritance during their lifetime.2
Over 70,000 women own
businesses in Australia. 3
1 BCG (2010). Levelling the Playing Field
2 2015 Intergenerational Report Australia in 2055,Treasurer of the Commonwealth of Australia March 2015.
3 Australian Women’s Chamber of Commerce and Industry (WCCI).
Did you know?

5. Did you know?
While women are building wealth at an increasing
rate, they also face unique financial obstacles.
Lower wages and interrupted
working patterns mean women tend
to accumulate less super than men.As investors, women can
also be more risk averse.
These challenges are exacerbated by the fact that
women need their super to stretch further. Not only do
they tend to live longer than men, they’re also more
likely to retire earlier with a smaller nest egg.
But did you know…
Women are generally more receptive to
advice than their male counterparts.1
1 Financial Planning Journal, New York (2007) Beyond Mars & Venus: What do Women Want from their advisors?

6. Here are 3 ways your firm
can reach out and connect
with more women — and
better meet their needs.

7. 1Recognise, research and revise
Start by applying a gender lens over
every aspect of your business and
client value proposition.
For instance, in meetings with client couples you should always direct questions to
each partner and ensure your advice addresses the needs and goals of them both.

8. 2Create an action plan
Leverage existing practices, case studies and marketing material
so you can engage women over the course of the year.
Regularly share female-focused content in your client newsletters or online. Run events
like financial literacy seminars, and invite your female clients to each bring a friend.

9. 3Check your communication style
Research shows that women tend to look at the whole picture
when they’re receiving new information, whereas men are more
selective about what they process.This is worth keeping in mind
whenever you talk to clients.
In general, women prefer a more personal
and collaborative style of communication.
Finally, when you’re providing advice to
women, make sure you clearly link the
advice to the positive impact it have on
their financial needs and lifestyle.
This document contains factual information only. It is not intended to imply any recommendation or opinion about a financial product You should consider talking to a financial adviser before making a financial decision.
This document has been prepared by Count Financial Limited ABN 19 001 974 625, AFSL 227232 (Count) a wholly-owned, non-guaranteed subsidiary of Commonwealth Bank of Australia ABN 48 123 123 124. Count
Wealth Accountants® is the business name of Count. Count advisers are authorised representatives of Count. Information in this document is based on current regulatory requirements and laws, which may be subject to
change. While care has been taken in the preparation of this document, no liability is accepted by Count, its related entities, agents and employees for any loss arising from reliance on this document. 22733/0916
Female clients will appreciate the
opportunity to ask questions and give
their input into the advice process.