5 Ways Women Are Fixing Insertion

Women are changing the investment climate. Business strength, rising incomes, and increased control over the economy are driving change. From starting businesses at record prices to redefining what they expect from financial advisors, women’s economic empowerment is reshaping how money is built, managed and used.

The report, created in partnership with New York Life Investment Management, highlights the growing role of women in capital markets.

Expansion in Women-Led Business

Entrepreneurship is one of the clearest signs of the rise of women’s financial power. Last year, women started 49% of all new businesses, according to Gusto. This shows a 69% increase since 2019 and the highest percentage in five years.

This development is not for participation. It’s about capital. Women business owners now control significant investable wealth, amounting to over $1 trillion. That level of power emphasizes the importance of long-term planning, reliable guidance, and access to investment education.

But business is only one part of the story of economic growth.

Increasing Women’s Control of Wealth

The share of the economy controlled by women continues to grow in the US and around the world. As a result, their influence on how money is distributed is increasing.

In the US, the share of property owned by women has been set off 31% in 2019 that is 38% by 2030. This is assumed to be complete $34.0 trillion.

Year	Wealth controlled by women ($ trillions)	Wealth controlled by women (%)
2018	10.0	31
2023	18.0	34
2030F	34.0	38

Women investors take on many life stages and financial roles. They include sole proprietors, donors, spousal breadwinners, and those navigating major life transitions.

Among wealthy families, married women are now the breadwinners 25% of US households have $250K+ in merchandise.

As women’s financial roles change, so does their market. They are developing portfolio strategies, risk tolerance, and long-term investment strategies.

Rising financial trends are fueling this change.

Rising Horns, Rising Investment Power

Progress in wage equality is strengthening women’s economic base. According to US Census Bureau data, women earned approx 84 cents for every dollar earned by men in 2022. In 1960, that number was almost 61 cents.

Year	Wife-to-husband income
2022	0.84
2021	0.84
2020	0.83
2019	0.82
2018	0.82
2017	0.82
2017	0.81
2016	0.81
2015	0.80
2014	0.79
2013	0.78
2013	0.78
2012	0.77
2011	0.77
2010	0.77
2009	0.77
2008	0.77
2007	0.78
2006	0.77
2005	0.77
2004	0.77
2003	0.76
2002	0.77
2001	0.76
2000	0.74
1999	0.72
1998	0.73
1997	0.74
1996	0.74
1995	0.71
1994	0.72
1993	0.72
1992	0.71
1991	0.70
1990	0.72
1989	0.69
1988	0.66
1987	0.65
1986	0.64
1985	0.65
1984	0.64
1983	0.64
1982	0.62
1981	0.59
1980	0.60
1979	0.60
1978	0.59
1977	0.59
1976	0.60
1975	0.59
1974	0.59
1973	0.57
1972	0.58
1971	0.60
1970	0.59
1969	0.61
1968	0.58
1967	0.58
1966	0.58
1965	0.60
1964	0.59
1963	0.59
1962	0.59
1961	0.59
1960	0.61

While gaps remain, the long-term path is clear. Higher living wages mean more savings and larger retirement savings. They also translate into more investable assets.

As their financial level increases, so do their expectations around financial advice.

Redefining Financial Strategies: Leadership and Partnerships

Women in the investor sector are looking for more hands-on support. The need for more coaching sessions (once a month or more) is increasing.

Female Investor Group	2019	2023
	Desire for monthly meetings or more (%)
Suddenly Single	3	27
He married a Breadwinner	6	36
He married a Helper	0	23
Single Breadwinner	3	17

At the same time, confidence levels have changed. The share of women who reported feeling confident in their knowledge of the market has decreased since 56.5% in 2019 that is 16.3% in 2023.

This decline has increased the need to invest in education and personal guidance.

Action alone is not enough. Research shows growing dissatisfaction among female investors. Many cite communication gaps and lack of personal connection as the top reasons for changing strategies.

Reasons for Changing Financial Advisors in the Last Two Years
The reason	2019	2023
Customer service is terrible	27	39
Lack of Personal Connection	29	32

For many women, strong investment results must be associated with trust and transparency. A true strategic relationship is just as important as a return.

Adapting to the New Norm

Women’s wealth continues to grow and influence is reshaping global markets. Those who recognize and respond to this change will be better positioned for long-term opportunity.

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