If you’ll excuse me, but I’m frustrated and I need to vent! Yet another study has come out that tells us, according to an article in US World & News Report: “financial institutions are failing to connect with female customers, a group that will soon control 60% of the wealth in the US.” Duh! http://articles.moneycentral.msn.com/SavingandDebt/ConsumerActionGuide/HowBanksShouldTalkToWomen.aspx

Allianz Life Insurance revealed what every study for the past decade has discovered: most women want to learn about retirement planning and investing. But “(Women) are telling us that materials out there are difficult to understand and that they find them boring. Some even compared them to reading a foreign language,” says Sherri DuMond, vice president of marketing solutions for Allianz.

This is news? Maybe to the industry. Certainly not to women.

The problem is that financial firms simply respond with more of the same materials, but couched in what one advisor in the article called “female-friendly metaphors.” For example: “Updating your 401(k) every six months…is like putting your winter clothes away in the summer, she says, and making stable investment choices is like purchasing your first black or blue suit.”

If the financial industry asked for my advice (and no one has), here’s what I’d tell them.

It’s time to get down to the nitty gritty! Don’t just focus on the facts of investing. Get personal. Dig deep. Talk about her fears. Explore her resistance . Delve into the real issues, like family messages and cultural conditioning. I always say doing the outer work without paying attention to the inner work only perpetuates the status quo.

Am I all alone here? Or am I being foolish to think that if financial advisors were trained appropriately, they could learn to actually talk about emotions? Let me hear from you!

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