International Women’s Day | March Feature – Austen Morris Associates
For years, investing was framed as a space dominated by confidence, risk-taking and fast decisions- qualities often stereotypically linked to men. But modern research suggests a very different story.
Today, women are not only investing more- they’re often investing better.
What the research shows:
Studies from major investment research firms highlight some clear trends:
- Women tend to trade less frequently, which often supports stronger long-term outcomes and fewer emotional decisions during market volatility. (source: How America Saves 2025)
- The so-called ‘risk gap’ is largely a myth. Morningstar’s research shows that many perceived behavioural differences between men and women disappear once factors like income are considered- suggesting women are not inherently more risk-
averse, but often operating within different financial realities. (source: Why Do Women Invest Less Than Men? Blame the Income Gap | Morningstar) - Participation is rising fast. Fidelity’s Women & Investing research shows a sharp increase in women owning investments, with 7 in 10 women now invested in markets – a significant shift compared to previous years. (Source: New Research from
Fidelity® Shows 71% of Women Own Investments in the Stock Market) - Professional advice matters. Vanguard’s research found women are more likely to use professionally managed investment solutions, which can support better age- appropriate portfolios and disciplined long-term investing. (Source: Comparing the
saving behaviors of women and men in DC plans)
Financial empowerment isn’t just about earning more- it’s about taking decisions, sticking with them, and owning them.
Women often balance multiple roles: professionals, business leaders, caregivers, entrepreneurs and wealth creators. Research increasingly shows that when women engage confidently with their finances, they bring a long-term, goal-focused approach that aligns perfectly with sustainable wealth creation.
This is especially relevant as global studies highlight the growing role women will play in managing family wealth and intergenerational transfers in the coming decades. (Source: Building confidence for the great wealth transfer ahead |
Vanguard)
Investing isn’t about being aggressive- it’s about being intentional, consistent, and patient.
It’s about asking:
- What does financial independence look like for me?
- How do I build security for my family and future?
- How can my money align with my values and goals?
At Austen Morris Associates, we believe financial advice should empower- helping women move from uncertainty to confidence, and from saving to strategic wealth creation.
Because empowered women don’t just build portfolios- they build futures.
