Women tend to seek other women's advisor recommendations, Edward Jones finds

With women controlling more wealth in the US today, the importance of advisors ensuring they offer a service that works for female clients is clear, and that includes how it impacts referrals.

More than seven in ten financial advisors who have women clients who came to them from referrals have told a new survey from Edward Jones that those clients sought out recommendations from other women.

Women’s friends are family are likely to be the source of the referral (77%) and the chance of being recommended rises for those advisors that offer strong levels of personalized, tailored financial advice (64%).

It’s also important that advisors are authentic and transparent about results, fees, and services, listen to clients’ needs, have regular check ins with them to gauge progress, and involve them fully in the decision making process.

The three key factors that turn female investors into clients, according to financial advisors who took part in the research are:

1. clear communication and education (65%)
2. being empathetic towards their financial situations (64%)
3. maintaining regular and transparent communication (63%) 

On the second point, this involves recognizing that women are likely to shouldering the main caregiving responsibilities including children and aging parents – three quarters of advisors agree that women clients’ caregiving duties have negatively impacted their ability to save for their financial goals (74%). 

The InvestmentNews Women Advisor Summit takes place in New York next month.

It’s also vital that advisors focus on how women want to invest, which tends to favor long-term investments over short-term gains, with the survey finding that women clients’ top three financial goals are:

1. contributing to their 401(k) (63%)
2. working toward financial independence (61%)
3. building personal retirement savings (56%) 

“Authenticity and transparency are paramount in building successful client relationships. All investors value a financial advisor who takes time to understand their unique financial needs,” said Jasmine Butler, financial advisor at Edward Jones. “As a woman, I bring warmth and empathy to my client conversations. Saying, I get you and I'm here to guide you every step of your financial journey really resonates."