Financier №1 (41) 2026

According to McKinsey & Company, women control approximately one‑third of personal savings and private investments in the European Union and the United States. By 2030, this share is projected to reach 40–45 %. The growth of “women’s” capital is outpacing broader market trends. Over a five‑year period - from 2018 to 2023 - the total value of global financial assets held by individuals increased by 43 %. During the same period, assets controlled by women grew by 51 %, rising from $39.2 trillion to $59.2 trillion. For financial institutions - including banks, investment firms, and insurance companies - this signifies the emergence of a significant new client base. The demands of this clientele are already beginning to shape the development of entire business segments, from wealth management to product design.

Doubts Be Gone?

According to the American study Fidelity Women & Investing Study, in 2024, the share of women investing in the stock market rose from 60 % to 71 % in the US. Among Gen Z, the proportion of young women trading on the stock exchange is approximately 77 %; among millennials, it is estimated at around 74 %. However, this quantitative growth does not mean that barriers have disappeared. According to the same study, women are more likely to doubt their financial competencies. Only 64 % of those who already have experience trading on the stock market identify as investors, whereas this figure reaches 76 % among men. Furthermore, 58 % of female respondents admit that investment activity causes them anxiety; 55 % feel overwhelmed by financial matters; 48 % note a lack of knowledge.

This diffidence does not imply passivity. On the contrary, women demonstrate a strong interest in learning and planning. As many as 68 % of those surveyed stated that they would be more likely to invest if offered a clear, step‑by‑step action plan.

No Sudden Moves

Women’s financial behaviour is distinguished primarily by their approach to risk. According to calculations by Fidelity brokers, 51 % of female respondents describe their investment style as conservative (low‑risk), 46 % as moderate (balanced in terms of risk and return), and only 3 % as aggressive (high‑risk, with the potential for high returns). During market fluctuations, most women prefer to maintain their positions rather than to expand them - which reflects a focus on stability.

Three key drivers motivate women to invest: securing a good life for their children, boosting income, and saving for major purchases

In its Gender‑Lens Investing 2025 report, investment firm UBS notes that female investors spend more time on analysis and planning, make fewer impulsive trades, and are less inclined to speculate on market fluctuations. Their portfolios are better diversified, and the frequency of their transactions is lower than that of male investors.

Among investors in the US, 43 % of surveyed women and 55 % of men trade cryptocurrency. Women more often prefer traditional instruments - such as stocks, bonds, and mutual funds - where risks and return mechanics are more transparent. This choice drives steady demand for the market’s “core” - ETFs tracking indices like the S&P 500 or MSCI World. Balanced retirement portfolios are also popular among female investors.

Money as a Remembrance

The female investment model is characterized by a long‑term horizon. According to Fidelity, 71 % of women view investing as a way to build family wealth that will be passed down from generation to generation.

UBS forecasts that over the next 25 years, the volume of inherited capital will exceed $83 trillion. Of this amount, approximately $9 trillion will account for transfers between spouses, and over $74 trillion - between parents and children. Women will be direct participants in this process, both as heirs and as asset trustees with the right to manage them. However, the same study shows that 80 % of women who have inherited family savings have faced challenges in managing these assets.

Among those who are still awaiting receipt of capital, 74 % do not believe they are ready to manage it independently, and 28 % do not understand the principle of asset allocation. This means that banks and investment firms need to provide more detailed consulting and training for potential female clients on how to handle savings.

Who Will Benefit from the Influx of Women’s Investments

• Wealth Management. According to McKinsey, 53 % of assets controlled by women lack professional management, whereas for men this figure stands at 45 %. Interestingly, if these proportions were to equalize, the wealth management market could grow by approximately $10 trillion by 2030. At the same time, female clients are becoming more demanding: over the past five years, the share of women paying close attention to fee sizes has expanded from 60 % to 75 %.
• Public Markets and Mass Investment Products. Women’s capital is driving steady demand for transparent instruments. Stocks, bonds, funds, and pension programmes are becoming the foundation of long‑term strategies for female market participants. In response, stock exchanges are offering an increasing number of index‑based solutions* and user‑friendly digital services that make it easy to manage one’s assets.

*Investing not in stocks or bonds, but in the entire market using an index

• Sustainable and Socially Beneficial Investments. Women are more likely to link their investments to societal impact. UBS notes that women make decisions with greater confidence when they see that their money not only generates a return but also makes the world a better place. The scale of socially beneficial financial activities is significant: the volume of such equity and bond funds exceeds $3 trillion, while the impact investing** market is estimated at $1.6 trillion.

**Investments that benefit society or the environment

• Corporate Sector and Quality Control. According to McKinsey, companies with gender diversity in their workforce are 18 % more likely to achieve stronger financial performance. Meanwhile, boards of directors that include both women and men operate 27 % more effectively. Thus, gender balance is becoming as important a factor for investors as a company’s profitability or its debt load.

The Investor Demands Meaning

The growth of women’s capital and its increasing influence on markets is reshaping the nature of the relationship between investors and financial institutions. Women evaluate investment outcomes not only by the level of returns, but also by how well these investments have helped address personal or family goals. Female brokerage clients, just like male clients, seek to fully understand the risks and the mechanics of how a product works - in order to make informed choices.

These changes are prompting financial companies to rethink their products and services. What comes to the forefront is not speed and sales, but trust and support. Over the coming decade, women’s capital will continue to shape a new demand structure for investment products and drive further development of advisory services.

Sources: Survey of Consumer Finances 2022, Cerulli U.S. Retail Investor Advice Relationships 2023