Women and Investing: Attitudes & Behaviours
Recent Boring Money Research found that if the same number of women invested the same amount as men, there would be an extra £100.8 billion invested in the UK.
So what is it that’s putting women off? Where do their attitudes diverge from that of men? What turns them on – and off – when it comes to financial messaging and marketing? And what might tip them into taking action?
Qual & Quant insights:
- Demographics and size of opportunity
- Products and balances held by women vs men
- Financial priorities, confidence levels and attitudes towards saving vs investing
- Product appeal and selection; preferred platform features; brand awareness and resonance of marketing activity
- Use of advisers vs automated investment help
- Attitudes towards risk and preferences around messaging
This insights deck includes:
- Quantitative data from two nationally representative YouGov surveys of over 6,350 adults.
- Qualitative data from multiple female-focussed research projects involving focus groups and interviews.
- Additional insights gleaned from Boring Money readers and sector expertise.