Breaking down boundaries to the gender investment hole

Breaking down boundaries to the gender investment hole


  • Most women possess a financial savings account (61%) or cash ISA (35%).
  • Males are nearly twice as at likelihood of make investments in Stocks and Shares ISAs (30% vs 17%), SIPPs (19% vs 8%) or Overall Funding Accounts (16% vs 9%).
  • Easy access, digital apps and Monetary Companies and products Compensation Blueprint (FSCS) safety are key facets of deciding on a financial savings or investment product.
  • 37% of women regain no longer make investments vs 24% of fellows nearly one in 5 women (18%) assume the likelihood is too excessive, 10% say its too complicated and 6% dont know the build to originate up.

As portion of Avivas commitment to selling monetary inclusion its most most contemporary research sheds light on women and investing and aims to present priceless insights to empower women to draw finish assist watch over of their monetary journeys and knowing for a bigger future.

Bigger than two thirds of women (68%) make investments cash as a minimal once a month and more than 2 in 5 (42%) take a look at their financial savings and investments online, or via an app, as a minimal once a week. This outcomes in nearly one in 5 (19%) realizing precisely how powerful their investments are price at any given time.

Of the women who regain make investments, the good proportion build into a ordinary financial savings account (61%) and one in three (35%) make investments into Money ISAs, however correct over one in six (17%) place a stocks and shares ISA, as in contrast with 30% of fellows.

Equal numbers (37%) cited clear-nick access to funds and being safe by the Monetary Companies and products Compensation Blueprint (FSCS) as the good facets of deciding on a financial savings or investment product. Low or realistic charges and charges became once most principal to almost one in four (23%), and nearly one in 5 (19%) talked about that access to a digital app became once mandatory.

Practically two in 5 (37%) of women surveyed say they regain no longer make investments in any appreciate, as in contrast with nearly a quarter of fellows (24%). The explanations given had been various. Predictably in the sizzling ambiance, no longer having any surplus cash to make investments (45%) became once prime of the checklist for most women. Practically one in 5 (18%) assume the likelihood is too excessive, 10% say they in discovering investing too complicated and 9% fear that they wont be ready to withdraw cash in the event that they need it urgently. Some (6%) say they dont know the build to originate up. These elements all highlight the need for focused monetary training and further empowerment for women.

Avivas research also shows that women possess a balanced skill to likelihood. When requested to list their investment likelihood tolerance the majority (85%) acknowledged their investment approach became once both medium (35%) or low (50%) likelihood. This implies is to be commended as experiences1recommend that feminine merchants customarily outperform their male counterparts over the longer term, which is attributed to a patient and more disciplined investment vogue.

Joanne Philips, Managing Director of Voice Wealth at Aviva says,In an period the build monetary independence is a key aspiration for tons of, there is a must take care of almost definitely the most outlandish challenges that many ladies also can face in terms of investing.

Whether or no longer they are correct starting out, or having a glimpse to strengthen their investment approach, its principal to get and draw finish wise steps to assist navigate the customarily daunting world of investing. By providing tailored guidance for women, we hope to encourage self belief and enable them to attain their monetary dreams.

Avivas Wealth appis now on hand to regain, and is designed to present priceless knowledge for merchants and present a holistic leer of all their Aviva investments in a single mumble. We know that a digital ride is severe to customers, so we hope by simplifying the investment dawdle we are in a position to assist them to expand their wealth in an intuitive skill.

Key investment solutions:

1. Education:Commence by constructing a loyal basis in monetary literacy to non-public knowledge about various investment ideas, terminology, and solutions to non-public told choices. There are a good deal of online lessons,toolsand calculators on hand.

2. Field and prioritise monetary dreams:Clearly give an explanation for quick and lengthy-term monetary dreams. Having clear dreams will recordsdata the investment approach and assist place taking into account what matters most. Make a decision whether or no longer saving or investing is handiest for you. Money ensures you safety however also can derive eroded by inflation. Investing will non-public you cash work harder, however which you’ll seemingly be in a position to per chance derive assist no longer up to you build in.

3. Emergency fund:Sooner than diving into investments, put an emergency fund to duvet unforeseen charges. This offers a monetary safety in discovering and prevents the must cash in investments in an emergency.

4. Dont place your total eggs in a single basket:Take into accout spreading your financial savings and investments across a differ of various funds, resources, and tax ambiance friendly wrappers to diminish your likelihood and optimise lengthy-term returns. Diversification can present a more balanced skill to lengthy-term wealth advent. Greatest 7% of women say they are investing in a various portfolio vs 18% of fellows.

5. Toughen networks:Connect with various merchants – constructing a resounding community can present priceless insights and encouragement in the midst of the investment dawdle. Be taught from the experiences of others.

6. Assign told:Withhold abreast of market trends and rising opportunities. Assign up so far on whats going down in the domestic economy or world events that can also impact your investments. And customarily overview your investment portfolio to be obvious it calm aligns along with your dreams and likelihood tolerance. That you can per chance per chance also must non-public adjustments in step with your monetary danger or market prerequisites.

7. Perceive your likelihood tolerance:Assess your likelihood tolerance and make investments accordingly. Tailor your portfolio to align along with your comfort diploma, making sure a balanced skill to likelihood and return.

Investments can poke down as successfully as up. These pointers are designed to spoil down boundaries and equip women with the details and self belief they also can must navigate the sphere of finance efficiently. On the opposite hand, particular person conditions will fluctuate. It’s miles consistently commended to hunt the advice of a monetary adviser who can present personalized advice in step with particular dreams and monetary scenarios.

Aviva is a proud member of The Investing and Financial savings Alliance (TISA) and has joined forces with them to assist non-public investing accessible to all. ItsInclusive Investing initiativewas launched amplified at itsInclusive Investing Conferencein London before all the issues of March 2024.



1. Warwick Business College


The research became once conducted by Censuswide between 10th 12th January 2024 of 2003 frequent customers, inclined 16+, national consultant sample. Censuswide abide by and make exercise of contributors of the Market Analysis Society which is in step with the ESOMAR principles.

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