Four myths about women investors

Vanguard argues that common assumptions about women investors are contradicted by survey evidence: women are confident, deliberate, expertise-oriented and actively involved in financial decisions.

• The 2026 survey covered 1,602 U.S. investors, including 1,002 women and 600 men, and found that 76% of women felt confident making financial decisions versus 83% of men.
• Women tend to deliberate rather than act from fear: 75% take a long time to consider financial decisions, 68% want to see all options, and 97% follow through after agreeing next steps with an advisor.
• Women prefer educational and collaborative communication, while only 14% rank empathy among their top two preferences; 36% prefer clear recommendations to emotional reassurance, at 15%.
• Confidence does not reduce demand for advice: 64% of very confident women enjoy planning for their financial future, and women working with an advisor are nearly three times more likely to report advanced financial knowledge.
• Women’s goals shift with wealth accumulation from protecting existing assets toward actively growing them, while practical concerns such as value, cost and product selection discourage some from using advisors.

Takeaway: Advisors seeking to retain and grow relationships with women should combine investment expertise, trust, collaboration and clear recommendations, while continually adapting plans as clients’ wealth and goals change.