Winning Over Women in Financial Services

Kantar examines women’s attitudes in the financial services industry and provides approaches financial institutions should consider to better meet their needs.

The report divides women’s approaches to banking into three main categories and looks at their behaviors in each:

  • Everyday banking and insurance
  • Longer term borrowing, like mortgages
  • Investments and retirement planning.

Kantar shows that financial institutions can better resonate with women by meeting them where they are. They need to be a partner who women can trust discussing financial decisions with and need to create more inclusive advertising that can be seen through the media women consume.