Investing for Women … Women Tend to Invest Differently

Watch Out Girls … You could subconsciously be hindering your financial success!!!

When I was in college, I learned a marketing analysis technique that I think would be fun to apply to women and investing.  It’s called “SWOT Analysis”, and I’m sure that you have heard of it too.  Just in case you haven’t, SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats.  Women can be great investors, but all too often, we see women under-estimating their abilities, inhibited by tendencies that hold them back from achieving financial success.  We also see consistent characteristics in women, that, when harnessed, can empower and catapult them and their families to financial freedom.  It’s just a matter of understanding and addressing their SWOT analysis!!!

Strengths/ Opportunities

• Save More – Women save 9% of their annual salary, compared with men, who save 8.6%.¹
• React Less – Women trade shares nearly half (49 per cent) as frequently as men.¹
• Goals – Women target long-term financial security, independence, and lifestyle improvements.
• Focus –Women are more likely to hold investments for longer, riding out the ups and downs.
• Research – Women research investment options and adopt a consultative approach.
• Life– Women live longer, and if invest early enough, compounding has more time to work its magic.

Weaknesses / Threats

• Risk Appetite–Only 37% of women are willing to take a financial risk, versus 58% of men.²
• Investment Approach – Women are more likely to invest conservatively.
• Missed Opportunities -Women stick to tried-and-trusted, recognizable names.
• Loyalty – Women are more likely to hold losing investments too long out of loyalty.
• Fear – Women can lack confidence, experience,and comfort level in investing.
• Indecision – Women can be fearful of making the wrong investmentdecision and do nothing.

What’s a girl to do?  The answer is simple.  The first step is for women to be aware of their behavioral tendencies.  The next step is to capitalize on those behavioral strengths to overpower the behavioral weaknesses.

Take action.  Start Today … The Earlier the Better!  Taking action is the best way to overcome lack of confidence and become more comfortable.  So, do some research, get advice, start small, be consistent, and think long-term.  Per Stephen Covey, “Begin with the End in mind!”  As you learn and experience investing, your risk appetite will grow, your fear will dissipate, and decision making will become your friend.

¹The female investor is more savvy than the male, The Times, 2018
²Risk appetite and financial decision making, Willis Owen, 2017

The information provided here is for general informational purposes only and should not be considered an individualized recommendation or personalized investment advice. All investing involves risk including loss of principal.