The Great Female Wealth Transfer and you

But it seems the industry simply isn’t prepared for it. Only 7% of companies said they have a plan in place to retain these clients. We’re going to dive a bit deeper into all this, so if you think you’re one of the 93% read on. The rest of you are dismissed. (But I hope you stay, you may find this useful.)

And, while we’re at it, if you ask Gen X about inheriting from their parents about 30–40% say they’ll seek new advice. Gen X (and Millenials) stand to inherit a great deal of wealth. Retaining your clients is always the goal. So let’s be ambitious and look to attract clients from those unprepared firms too.

But let’s not get ahead of ourselves. For the Boomers the first point of wealth transfer is husband to wife. It’s horizontal. In other words the Great Wealth Transfer is really the Great Female Wealth Transfer.

A shift in wealth

By 2025, women are projected to control 60% of the UK’s wealth. This significant shift will reshape the financial services landscape, presenting both challenges and opportunities for financial advisers and planners.

So it’s likely they’ll need to reevaluate their client engagement — joint meetings with both partners, bringing both into the decision making and learning more about the potentially different goals and interests of men and women.

For example, women often prioritise long-term security, ethical investing, and philanthropy. Advisers must adapt their offerings to align with these values. A collaborative and empathetic approach is essential. Female clients value advisers who listen and provide tailored advice, fostering trust and understanding.

A conversation with Samantha Secomb, of Women’s Wealth

In preparation for this article we spoke with Samantha Secomb, founder of Women’s Wealth and Telegraph columnist. She specialises in empowering women to create their own financial futures. Samantha also wants to make Financial Planning an attractive career choice for women. Samantha speaks with a forthright confidence, so the conversation was both edifying and energising. Among many other points, she said:

All this comes about because women, on average, have different goals than men. In the past women haven’t been asked about how they want their money invested, which may account for the number who change advisers.

Understanding the causes

Several factors contribute to this wealth shift:

• Women generally outlive men, leading to the transfer of assets to surviving spouses.
• Increased participation in the workforce and entrepreneurial ventures has enabled women to accumulate substantial wealth.
• Women are often the primary beneficiaries of intergenerational wealth transfers.

Where does branding come into play?

We think financial services firms are going to have to reassess their branding and communication strategies to resonate with all clients. PLOTT is a female-led brand and web agency specialising in the financial services industry. Given that female-led agencies comprise only about 1% of the industry, PLOTT stands out in its ability to connect with the evolving market. We offer a unique perspective in crafting inclusive and engaging brand stories.

And we’re a mixed team of creatives and thinkers, artists and techies. Our job is to help firms suffering with tired old brands and websites that are well past their best-before dates. It’s a real problem, because 93% of website visitors judge your business based on your website — and it’s a fast judgment, made in seconds.

Inclusive branding examples

So let’s take a look at a couple of modern branding examples. These are subtly inclusive, there’s no brash pushing of agendas. It’s simply designed to appeal to everyone.

Plutus Wealth
Collaborating with PLOTT, Plutus revamped its branding to appeal to a broader audience, emphasising inclusivity and trust.

Becketts Financial Services
Guided by PLOTT’s expertise, Becketts enhanced its brand to reflect a commitment to inclusion.

The subtle art of inclusive financial branding

How we go about creating a brand that appeals to women and the next generation.

• Brand Identity — Utilising colours, imagery, and design elements that evoke warmth and approachability.
• Language — Crafting messaging that is clear, jargon-free, and empathetic, addressing the specific concerns and aspirations of a diverse clientele.
• Content — Developing educational materials and resources that empower clients, particularly women, to take an active role in their financial journeys.

Strengthening client relationships

An inclusive brand serves as a powerful tool for financial advisers to retain existing clients and attract those seeking new advisers after an inheritance. By demonstrating a commitment to understanding and addressing the unique needs of women and younger investors, your company can foster loyalty and trust.

In conclusion

Financial advisers and planners who recognise and adapt to this shift by embracing inclusive branding and client engagement strategies will be well-positioned to thrive. As a specialised agency we can help provide the insights and expertise necessary, and deliver a brand and website fit for financial advice in the modern world.

The Great Female Wealth Transfer is not a distant event — it’s unfolding now.

Ready for some branding with balls?

I know it’s April already, but I still think 2025 sounds like a Sci Fi movie, and a but whether it’s a dystopia or not is up to us. It’s the year for some bold branding. So let’s talk about branding with balls, and what works for your brand.

So if you’re ready, drop us a line – or if you prefer a chat, use our online booking tool – and we’ll get the ball rolling.