Most women investors say they feel heard, valued and treated the same as their male counterparts, but new survey results from the Nationwide Retirement Institute find that feeling respected and understood are not always the same thing.
Nearly all (95%) women investors with advisors agree their advisor treats them with the same respect as male investors, including over two-thirds (68%) who strongly agree. Yet, the survey also found that roughly 3 in 10 (29%) women investors with advisors say their advisor sometimes “mansplains” concepts to them in a way that they don’t always appreciate.
Nationwide notes that women investors are not questioning whether their advisor cares. Rather, they are signaling where there is an opportunity to communicate better. In fact, more than a third (34%) of women investors say they find their advisor condescending when explaining recommendations or responding to questions. About the same amount (32%) say their advisor assumes they know less about finances than they actually do.
“I believe advisors have the best intentions when they are trying to break down financial topics with their women clients, however it’s important to recognize that what may be intended as a helpful explanation can land as dismissive or condescending,” said Suzanne Ricklin, senior vice president of Nationwide Retirement Solutions Distribution.
“Advisors should ask thoughtful questions to get to the root of their client’s needs, do the research to be well-versed in the unique issues women are facing and listen to understand each client’s unique goals and perspectives,” added Ricklin. “When advisors shift their emphasis from explaining to asking questions and listening to what is most important to their women clients, they can build stronger relationships and more aligned goals.”
Seeking Guidance
Nationwide further observes that the need for financial guidance comes as women investors face a distinct set of financial pressures and retirement worries.
More than three-quarters (77%) are concerned about a U.S. economic recession. Only about 4 in 10 (39%) non-retired women investors say they are on track to retire about the same time as they previously planned, while more than 1 in 10 (14%) say they don’t know if they’ll ever be able to retire.
Their preferences, however, point to a consistent theme, such that they want to be active participants in their financial planning:
- More than 2 in 5 (44%) women investors prefer to fully understand their options before making decisions.
- 34% of women investors prefer to work with a financial professional to guide their financial planning.
- 21% of women investors seek out educational resources to help them understand financial strategies.
Better Serving Women Clients
The findings further revealed that women advisors are approaching women clients differently than their male peers. When taken together, nearly all (99%) women advisors indicate they have taken specific actions to better serve women clients, including:
- Nearly half (47%) have developed strategies specifically for women going through major life transitions, compared to just 34% of men advisors.
- More than 2 in 5 (43%) have increased their focus on protection and guaranteed income solutions, compared to just 35% of men advisors.
- A similar percentage (44%) have studied the unique retirement challenges women face (e.g., longevity, caregiving, wage gaps), compared to just 38% of men advisors.
- More than a third (36%) have completed training or education on financial planning for women, compared to just 29% of men advisors.
- Two in five (40%) have sought feedback from women clients on how they can better serve them, compared to just 35% of men advisors.
Nationwide notes that, across each of these key measures, women advisors are more likely to have taken the specific steps that women investors say matter most. Male advisors looking to strengthen their relationships with women clients may benefit from incorporating the best practices of their women colleagues.
“Our survey found that many women advisors are structuring conversations around personalization and intentionality, taking the time to understand their client’s retirement goals and aspirations. That approach builds trust and makes financial planning feel empowering rather than transactional,” noted Ricklin. “Male advisors can increase their success with women investors by evolving their approach throughout the client engagement process, incorporating additional questions and discussion opportunities for their women clients.”
The survey was conducted from Jan. 15 – Feb. 6, 2026, by The Harris Poll, on behalf of Nationwide, among 528 advisors and financial professionals and 2,012 adult investors with investable assets of $10K+. Among the investors, there were 882 women investors and 421 women investors working with a financial professional. Among the advisors, there were 119 women advisors.
The full survey results can be found here.
