Why women make great investors
The numbers back it up.
Women across Ireland are taking on a greater role in financial decision‑making and wealth ownership. As brokers work with more female clients, there’s a significant opportunity to build stronger relationships, support confident decision‑making, and help deliver better long‑term outcomes.
Women are financially influential and increasingly in control
Recent Aviva’s 2026 50+ Research shows that 72% of women aged 50+ have sole or significant input into household financial decisions1 a signal that women aren’t just involved in financial planning, they’re leading it.
At the same time, Ireland will see a significant transfer of intergenerational wealth over the next decade, with women expected to inherit a large proportion of it. This combination of influence plus asset ownership makes female investors an essential client segment for brokers.
Women make strong investors
Plenty of studies highlight that women often demonstrate behaviours closely linked with long‑term investment success. One well‑known ten‑year Fidelity analysis found that women outperformed men by around 0.40% per year2, a difference that compounds significantly over time.
Why are women strong investors?
1. Women trade less, reducing costs
Research frequently shows that women trade far less often than men. Lower turnover reduces costs and helps clients stay invested through market cycles, one of the strongest predictors of long‑term performance2.
2. They stay invested
Women tend to adopt a long‑term view and avoid jumping in and out of markets. That consistency plays directly into wealth building.
3. They’re more considered in their approach to risk
Not risk‑averse, but risk‑aware. Women typically seek clarity and want to understand the purpose of each investment. When supported with the right tools, this becomes a strength, not a barrier.
What women say they need from brokers
Despite their strengths, many women still feel less confident engaging with investment language and market terminology.
Recent Aviva research highlights1:
- 44% of women say they are “not familiar” with pension or investment products (compared with 21% of men).
- Irish women retiring at 65 should plan for their pension to last at least 20–25 years given female life expectancy in Ireland3. However, 49% of women haven’t planned for their retirement savings to last 20+ years.
- Women are more likely to worry about financial preparedness.
Across multiple questions, women reported lower confidence in retirement planning than men.
This isn’t a capability gap, it’s a confidence gap. Confidence grows with clarity, relevance and support.
How brokers can unlock female investors’ strengths
Here are practical ways to support your female clients:
- Make concepts tangible
Women value examples grounded in everyday life. Use clear scenarios to explain compounding, volatility, or drawdown planning. - Simplify the language
Avoid jargon unless needed and explain it where appropriate. CPC 2025 requires clear, accessible language, so this approach supports compliance too. - Build a clear, step‑by‑step plan
Structure builds confidence. Women respond strongly to long‑term roadmaps that set expectations and show what happens next. - Lead with partnership, not pressure
Women are highly collaborative decision makers. Position investment planning as a shared journey, not a one‑off transaction. - Highlight the importance of staying invested
Women already tend to stay the course, reinforcing this behaviour improves outcomes.
What this means for brokers today
Women aren’t a niche audience. They’re a major, and growing, part of Ireland’s investment landscape.
They:
- Make or share most household financial decisions (72%)1
- Often outperform men over the long term2
- Value clarity, planning and partnership
- Typically take a more disciplined and consistent investment approach
Financial brokers who understand these strengths can build deeper relationships and deliver better long‑term outcomes.
Final thought
Women make excellent investors, not because they take more risk, but because they take the right risk in the right way. Your guidance, reassurance and expertise can help them turn strong instincts into strong long‑term outcomes.