Post on 23-May-2020
Gender Investment GapJennifer Lien
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Agenda● Problem & Opportunities● Interviews & Strategic
Insights● Trends & Solutions
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Problem & Opportunities
Part I
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Gender Gap
Women’s lifetime earning is 50% less than men, that’s a $1,051,000 gap
The loss of women not investing over a 35-year career is $1 million
Women generally keep 71% in cash, while men keep 60%
Simply put,
Women don’t invest as much as men
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Confidence Gap
Women’s financial confidence is on par
with men’s...
except for investing
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But Wait, Women Actually Make Better Investors!
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More RationalLess Emotionally Attached Goal-Oriented
Female investor groups outperform male investor groups by 4.6%
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The Gender Investment Gap
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Women Generally
Make Better Investors than Men
Women Often Under
Report Their
Capability
Women don’t invest as much as men do
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Why it’s important to
recognize gender investment gap Women
Outlive Men
Women Make Better
Investors
Financial Wellbeing
Shields Against Shock
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Market Opportunity
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Women Control $20 trillion 27% of World’s Wealth
Women are the world’s fastest growing
segment of wealth
Female market grew at 16% in 2009
America’s women-owned
business makes up 5th largest GDP
High Net Worth Women’s wealth
grown by 10% from 2008-2010
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Money Left on the Table
70% of women across the world feel that their advisors don’t understand them
55% women’s wealth remains untapped, and more tapped with misunderstanding...
...and these women are likely to inherit $40 trillion in the US in the next 40 years
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Who are the target women investors?
Why are they investing less than men?
What are some possible solutions?
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Interviews & Strategic Insights
Part II
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Purpose of Interview
Uncover why women are investing less
than men
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Target Women Personas
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Millennial Women
High Net Worth (HNW) Women
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Millennial Women
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This is Angelie, she’s 30 years old
Unmarried, working full-time in San Francisco
Her main financial struggles are saving for emergency and paying bills
She embraces technology and cares about investing for socially responsible causes
She’s not 100% comfortable with investing
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High Net Worth (HNW) Women
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This is Kristen, she’s 40 years old
Married with one kid, working full-time in New York City
Her main financial struggles are wealth and health stability
She is tech savvy and often on LinkedIn, cares about investing for both values and socially responsible causes
To her, money is personal and emotional
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InterviewsGoal: Uncover how women view money and underlying attitude
Method: One-on-one interviews
People: Women at the agency within the two target demographics
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Money scares me. It really does.
Investment is daunting!
I want my advisor to make decisions based on my own personal interests.
I think it’s important for women to talk about money and investment.
I know that I should learn more about investing.
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Insights
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Saving for Home-Owning, Business-Owning
Millennial Women HNW Women
Family, Online
Influence,401k
Saving for Child-Raising, Retirement
Talk about moneywith friends
Learn from friends
Indifference and Fear
Money is tabooed subject
Wish they had known more
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So, why are women
investing less than men? Lack of
Urgency Fear
ConfidenceGap
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Trends &Solutions
Part III
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Lack of Urgency Fear
ConfidenceGap
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How to tackle these barriers?
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Tackle Confidence Gap - Dove Real Beauty Sketches
Dove asks women and their friends to describe their looks to a forensic artist to compare the need for self-esteem in women’s own perceptions of themselves 24
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Approach to Confidence Gap - Empower with Knowledge
Financial concepts can be hard, what if it doesn’t have
to be?
Make financial knowledge accessible, bite-sized, fun
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Partnership with language learning app Duolingo
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Tackle Lack of Urgency - Ellevest by Sallie Krawcheck
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Approach to Lack of Urgency - Create Incentives
Don’t be Betty Draper, take control of your life,
professionally and financially
Create role models through “Women Who Own It”
Podcast or web series about how successful women invest
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Tackling Fear - UBS Life’s Questions Series
UBS surveyed hundreds of female professionals to find
out their real concerns
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UBS Life’s Questions Series with Annie Leibovitz
Legendary photographer Annie Leibovitz captured the
personalities who shared their Life’s Questions with UBS
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Approach to Fear - Talk About It
Partner up with women-run publications like Refinery29
If women fear talking about money with friends, create an online community that fulfills
this lack
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Lack of Urgency Fear
ConfidenceGap
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Thank you!Questions?
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