Women: the £130bn opportunity for financial services brands

Women behave and react differently in financial decision-making situations from men, new Kantar research finds.

Financial services brands are missing out on a potentially huge chunk of business by failing to engage with women investors, according to Amy Cashman, financial services lead at Kantar TNS. Women deal confidently with everyday banking and insurance and are better prepared than men when it comes to longer-term borrowing like mortgages, but their confidence drops when faced with the complexity and risk that surround investments, pensions and life. Increasing their confidence levels in these areas even marginally could lead to a £130bn opportunity, she told an audience at the Marketing Week Live conference (London, March 2018).

“There’s a lot...

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