It’s no secret that men and women think differently, particularly in the way we make financial decisions. Lately, I've read about a number of advisors who chose to focus on women as their niche or target audience. This is where they fail.
For starters, I’m going to go out on a limb here and say women are not a niche market, but rather a demographic. In addition, they are becoming a majority when it comes to the management of household finances. In fact, because women tend to live longer than men, they will end up in charge of much of the $41 trillion expected to pass from generation to generation over the next 50 years.