The following content originally appeared in an article by Amy Fontinelle on Investopedia.com on December 10, 2015.
Financial Advisors Shift Focus to Women
... In today’s market, both individual financial advisors and robo-advisors offer services targeted to women. Many are owned and operated primarily – or exclusively – by women who seem to take a genuine interest in helping people whose circumstances they can relate to.
However, for other advisors, being women-friendly is just a marketing initiative, says Lauren Klein, a fee-only investment manager and financial planner with Klein Financial Advisors in Newport Beach, Calif.
“These firms see women as a niche-marketing opportunity, so they open women’s divisions or even set up a separate webpage to attract women into what is often a male-dominated firm,” Klein says. “Serving women well takes much more than marketing materials and outreach. Many so-called women-friendly advisors think that changing brochure colors to softer tones, putting women on a brochure or even having ladies’ events means they are serving women, but they’re not actually taking the necessary steps to serve women as they want and need to be served.” ...