In the UK, women currently hold 43% of the nation’s wealth, a figure that is steadily increasing. By 2025, it is projected that women will control over 60% of household wealth. This shift is not just a statistic; it reflects a broader trend where women are launching businesses at an unprecedented rate and making significant financial decisions both in the boardroom and at home.
Despite this progress, much of the B2B fintech marketing still operates under the assumption that the default decision-maker is male. This outdated perspective raises an important question: why does financial marketing continue to reflect these assumptions, missing the nuances of the female experience in finance? The motivations, pain points, and emotional realities that women face in financial decision-making are often overlooked. The lack of visible representation in marketing campaigns not only perpetuates stereotypes but also represents a significant missed revenue opportunity.
How Women Really Engage With Finance
Understanding how women in the UK engage with financial decision-making reveals critical insights:
- Women are more likely to research financial products online but often lack confidence in their findings.
- They tend to seek advice and are generally more willing to pay a premium for face-to-face consultations with advisors.
- Women typically take fewer risks, favoring ETFs and lower-cost strategies over aggressive trading.
- They approach financial planning holistically, prioritizing real-life considerations like retirement, healthcare, and family provision over mere portfolio performance.
Given these insights, it’s perplexing that marketing strategies still focus on short-term wins, hard ROI, and urgency. This approach fails to resonate with decision-makers who seek clarity, reassurance, and confidence in their financial choices. It’s not merely about adopting a softer tone; it’s about adopting a smarter one.
Audience vs. Output
The UK fintech landscape has exploded, with over 2,500 firms operating and more VC investment per capita than anywhere else in Europe. Yet, the marketing strategies employed remain surprisingly narrow. A quick glance at various campaigns reveals a predominance of navy blue, serious men, and vague messaging about “optimizing wealth performance.”
Here’s where the disconnect lies:
- Women are more likely than men to research financial products online, yet they often feel mistrustful of what they find.
- Nearly 70% of women report feeling misunderstood by financial services marketing, according to a study by Starling Bank.
- Even when women are actively involved in financial decision-making, they are rarely represented in the marketing campaigns aimed at influencing them.
What I See in the Room
In my work with talented female marketers in fintech, I observe a pattern: while these women are strategic, commercially savvy, and deeply embedded in the sector, the final decisions often rest with men. The tone of much financial creative is described as bold or confident, but it frequently comes across as cold, transactional, and traditionally masculine. This isn’t just a matter of aesthetics; it’s a feeling that many women share.
As a woman engaging with financial brands, I’ve experienced firsthand how quickly financial communications can alienate. There’s often a nervousness around money, not due to a lack of interest, but because the industry has rarely spoken our language. Many women want to fully understand their options before committing, ask more questions, and consider long-term impacts. Yet, much of the marketing is sharp, urgent, and designed to push immediate action rather than build confidence.
This lack of empathy isn’t merely a tonal issue; it’s a missed sales opportunity.
Tactical Shifts: What Better Looks Like
To better engage with female decision-makers, fintech companies need to implement several tactical shifts:
Rebuild Your Audience Profiles
It’s time to discard the lazy stereotype of the “male CFO.” Financial decisions in most UK businesses are often shared across genders and functions. Marketers should focus on mapping buying groups rather than job titles.
Tactic: Conduct a mini audit of your CRM or LinkedIn lead data. Assess how many women are interacting with your brand compared to how many your marketing actually represents.
Reframe Risk and Reward
Women are not inherently more risk-averse; they simply assess risk differently. Most female investors prioritize sustainable, long-term gains and clarity of outcomes. Marketing messages should reflect this reality.
Tactic: A/B test your call-to-action language. Replace “Maximize ROI” with phrases like “Plan smarter growth” or “Build lasting value.” Track how different segments respond.
Fix Your Creative Lens
It’s time to move away from stock photos of handshakes and brooding men in glass buildings. Authentic representation of women in positions of power is crucial—think founders, tech leads, and portfolio managers, not models pretending to collaborate.
Tactic: Develop a brand style guide that mandates inclusive visual representation as a non-negotiable. Aim for at least 50% female-identifying representation across all creative assets.
Don’t Just Speak to Women. Speak With Them.
Engage in meaningful dialogue by hosting panels, collaborating with female fintech leaders, and co-creating content. The UK boasts a vibrant network of women-led VC firms, fintech startups, and angel investors—put them front and center.
Tactic: Launch a partnership campaign with female-founded fintechs. Share thought leadership and invite co-authored blog posts or LinkedIn Live sessions.
So What Now?
This isn’t about merely “pinking” your brand; it’s about relevance, respect, and reach. The next generation of UK wealth holders isn’t waiting for an invitation. They are actively building, buying, and investing. The question remains: will your marketing reflect this reality, or will it be ignored?
If fintech wants to connect with the real decision-makers, it’s time to drop the default and widen the lens. Speak finance, not bro. Because women don’t just control a share of the wealth; we’re defining the future of it.