The world is changing, and so are the dynamics of financial planning. And, nowhere is this shift more profound than in the evolving relationship women have with money.
Today, more women are earning, investing, and building wealth than ever before. At the same time, their financial decisions are shaped by a unique blend of deeply observed personal values, extended responsibilities, and a powerful desire for financial independence.
“For financial advisers, this is not a trend to observe from the sidelines but a powerful opportunity to deepen trust, unlock better customer outcomes, and lead a new wave of financial innovation that speaks directly to the needs and motivations of women,” says Thato Mahapa, Provincial General Manager at Old Mutual Personal Finance.
“This isn’t about rethinking the fundamentals but about refining the approach. When financial plans reflect the full context of a woman’s life, her ambitions, obligations, and values, the outcomes will be long lived for both the adviser and the customer,” Mahapa adds.
Women as the “CFO’s” of their finances
Women aren’t just managing money, they’re stretching it, scaling it, and efficiently allocating it across multiple household obligations. From school fees to supporting ageing parents or extended families, many women operate like CFOs of their households and communities.
Mahapa says that women have the instinctive ability to stretch a rand. But more importantly, they want to be in control, not just to provide, but to plan and lead with purpose.
“This is where financial advisers can shine by helping customers move beyond reactive budgeting toward proactive wealth-creation supported by a long-term vision and robust strategy,” adds Mahapa.
Rethinking investment risk
Data consistently shows that women tend to shy away from high-risk investments. A study by US investment firm BlackRock found that 72% of women rejected equities, bonds, or real estate for being too risky, compared to 59% of men. Here at home, the Old Mutual Savings and Investments Monitor (OMSIM) in its 2025 report reflects a similar trend where only 24% of women said they seek the best return from their investments, versus 30% of men.
But this doesn’t mean women lack appetite for growth, Mahapa argues.
“Many women prioritise ease of access to their savings and investments. This reflects a pragmatic mindset which is driven by a desire to avoid financial anxiety in case of emergencies. As a result, this caution often results in them avoiding locking themselves into riskier, long-term investments,” Mahapa explains.
“But to truly build wealth and outpace inflation, women should consider increasing their investment risk, cautiously and strategically and a financial adviser can help in this approach. But the key is to separate emergency savings from long-term investments, rather than relying on one pool of money to serve both purposes”.
Focus on their values, not just numbers
Mahapa explains that one of the most powerful insights from her customer interactions is that women tend to anchor their financial decisions in personal values, whether those are family, education, community, or legacy.
“Rather than starting with spreadsheets, advisers should start with life questions… like what matters most to you? What are you building for? Understanding what women care about, what drives their decisions… this is where the best financial plans are born,” Mahapa notes.
This values-based approach makes financial strategies stickier, as women are statistically more likely than men to stick to their plans, especially when they understand the deeper purpose behind the plan and numbers, Mahapa adds.
The adviser’s advantage
Far from being cautious, women are committed. They’re consistent. They follow through. Advisers who recognise and harness these traits can design plans that are both more ambitious and more sustainable.
“The opportunity here is not to simplify women’s needs but to honour their complexity. To refine advice, not rethink it. To stretch beyond templates and help women build dynamic financial lives that reflect who they truly are.
“The next frontier of opportunity for financial advisers is the SheSuite, a financial planning framework which empowers women to lead their own journeys with boldness and clarity,” Mahapa concludes.
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