Affluent women share how they manage through change and unpredictability
The one certainty about life is that it’s always changing — in all directions. And while we can’t predict what will happen, we can manage the ways change impacts us. Wells Fargo conducted research with affluent women across a spectrum of wealth — from emerging affluent to ultra-high-net-worth — to better understand how women prepare for and manage the unpredictability of life.
Through our research, four distinct areas emerged in which women play a particularly active and engaged role:
They are great managers of uncertainty
More than 9 out of 10 see themselves as resilient in times of uncertainty
They are active in varied forms of financial decision-making
Role in household financial decision-making
Role in household financial decision-making
Primary | 43% |
Shared | 53% |
The approach to financial decisions often changes with:
Wealth growth: Affects spending, risk tolerance, philanthropy, and inheritance.
Spousal role changes: Life events can add new responsibilities.
Parenting: Women take the lead in educating children financially.
Research respondents indicated that:
73% | Take the lead in instilling financial values in children |
72% | Would value help from an advisor in educating children financially |
27% | Advisor currently helps educate children financially |
They are leaders in several areas, including financial education
Areas in which women see themselves as leaders:
Research respondents indicated their level of involvement in these areas:
68% | Family |
60% | Finances |
55% | Health |
They are communicators and respond to open and honest dialogue
Open communicators, engaged learners
Research insights also indicated women want advisors to explain things simply, with open and informative conversations. The message we heard from the research is clear: “Teach, don’t tell. Guide me, but don’t condescend.” It’s important for all women to stay engaged and involved, even at times when they’re not solely responsible for financial decision-making. Staying engaged helps women feel more empowered.
Topics women want to discuss with advisors:
1. Insurance products are offered through non-bank insurance agency affiliates of Wells Fargo & Company and are underwritten by unaffiliated insurance companies. Not available in all states.
Topics women want to discuss with advisors:
Wealth transfer | 57% |
Asset protection 1 | 53% |
Financial acumen | 53% |
Family & financial dynamics | 37% |
These insights are meant to spark conversations between clients and advisors that are relevant, inspiring, and actionable — to help women make informed decisions with confidence and plan for what matters most.