Women, and why storytelling brands matter

At PLOTT, we’ve seen firsthand how this can backfire. Our MD, Anna, fired her parent’s financial adviser after receiving an inheritance. The adviser never took the time to engage with her, and paid the price.

Anna’s experience isn’t unique.

These statistics highlight an uncomfortable truth for the industry: women and younger clients expect something more from their advisers.

So, what should financial advisers do to remain relevant and appealing to this growing demographic? It starts with understanding that women and men often look for different qualities in their financial advisers. Women tend to prioritise relationships and trust, while men may focus more on performance and technical expertise.

That’s not to say that one is better than the other, but it’s clear that advisers who neglect relationship-building — particularly with women — are missing an opportunity.

Women, Wealth, and the Great Wealth Transfer

We’re approaching the largest transfer of wealth in history. This primarily from baby boomers to millennials and Generation Z. And here’s a crucial detail: a large portion of this wealth will first be passed “horizontally” to women. Surviving spouses often inherit before passing the money on to the next generation. With women set to control the majority of this wealth, advisers must recognise the shift in their client base and adapt.

But it’s not just about appealing to women today; it’s about future-proofing your business. Research shows that women are more likely to be dissatisfied with their advisers and change them if they feel neglected. Meanwhile, the next generation is no longer loyal simply out of tradition. If they don’t feel seen and understood, they’ll go elsewhere. Financial advisers must actively engage with both women and younger clients, or they risk losing out.

The Power of Storytelling in Financial Services

At PLOTT, we believe in the power of stories. AKA “storytelling brands”. Storytelling brands don’t just list services or qualifications — they create an emotional connection with their audience. A good story is memorable, relatable, and helps build trust. This is particularly important for women, who, as we’ve said, prioritise relationships and trust in their decision-making.

Incorporating storytelling into your brand can be as simple as sharing the stories of your clients’ financial journeys. How have you helped people plan for their future? How did your advice give someone peace of mind, or help a family navigate a tricky inheritance situation? These are the kinds of stories that resonate with women and younger clients. When they see themselves reflected in your brand’s narrative, they’re more likely to feel that you understand them — and that’s where the trust begins.

How Financial Advisers Can Adapt

1. Build authentic relationships

Take the time to engage not only with your primary client but also with their spouse, children, and other family members. Show that you care about their financial future as a family, not just as individuals.

2. Be a storyteller

Don’t just focus on the numbers. Share stories about how your advice has made a tangible difference in people’s lives. This humanises your brand and makes it more relatable.

3. Offer tailored advice

Recognise that women may have different financial priorities than men. They may be more focused on long-term stability, legacy planning, or balancing family needs with their personal financial goals. Ensure your advice reflects these priorities.

4. Educate and empower

Research suggests many women feel less confident about managing their finances, despite often being highly capable. Providing educational resources, training, or workshops can help bridge this confidence gap.

5. Embrace digital solutions

The next generation expects a seamless digital experience. Make sure your services are accessible online, with tools that allow clients to manage their investments, track their goals, and stay informed on their terms.

Why It Matters to Us

PLOTT is a female-led business with a passion for helping financial advisers and firms create authentic, engaging brands. We understand the importance of connecting with women and the next generation because we’ve lived it. Anna’s decision to change advisers came from a simple truth: advisers who don’t build relationships with women are missing a key tactic.

We believe that the future of financial advice lies in storytelling, relationship-building, and creating brands that resonate with people’s real-life experiences. As the wealth transfer begins, the advisers who succeed will be those who know how to best engage with women and younger clients. So, what story is your brand telling?

Creating a brand that resonates with women and younger clients will set you apart in a rapidly changing market. And that, we believe, is worth the investment. We’re here to help you tell your story — a story that your clients will remember.

How to create a storytelling brand

We’ve been recommending, and building, brands that use storytelling for years. It can sound a bit fanciful, but don’t worry. It’s more concrete that that, it’s an actual formula for building brands that engage. That’s why we created our workbook, “Once upon a brand” to help. It’s a step-by-step guide to using stories to communicate clearly, effectively and memorably.

Drop us a line if you’d like a copy. Get in touch too if you have a project in mind – it all starts with a chat. Or you can use our online booking tool – and we’ll arrange a call to get the ball rolling.