Consumer Research Syndicate Introducing 

Wary Women

Women aged 40-59 who likely have savings but have yet to try investing


  • There are 8.8 million Wary Women in the UK. 75% of them have children.
  • Conceptually, investing meets a clear emotional need: providing security where they see uncertainty. Wary Women largely know what investing is but lack the confidence to start. Why?
  • Only 15% of Wary Women are very confident in opening an investment account
  • Only 25% invest

*ONS (2016) Overview of the UK population states 8.8m females aged 40-59. Based on UK total adult population of 50.9m