Abstract
The use of financial psychology for financial planners to better serve female clients is explored. A planner's ability to rethink and effectively refine their service-model approach to meaningfully align with women could be a strategic competitive advantage moving forward. Based on a combination of studies of women in the financial services industry, three dynamics are commonly cited by female investors as critically important in a financial planner relationship, to be listened to and understood, a collaborative partner who provides ongoing education, and a financial plan aligned to serve their lifestyle needs, personal values, and goals. To improve the effectiveness of financial planning services with women, planners are encouraged to become an exquisite listener, use reflective listening, and adopt an integrated planning approach.