This represents a major opportunity for advisors to showcase their value to women clients across the wealth spectrum—from accumulation to distribution. But, many advisors are falling short. Industry studies show that less than one-third of women have a financial advisor, compared with nearly half for men. Further, only 10 percent of women believe that advisors pay equal attention to men and women.

And over 90 percent of women report feeling “sold to” versus “educated” by financial service companies. Given the sentiment fueling these figures, it’s no wonder that 70 percent of widows discontinue working with the advisor they used with their husbands.

So, that poses two questions: What do women want in an advisor? And how do they want to do business?

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