Majority of Financial Advisors Say Their Clients Who Are Women Seek Referrals from Other Women, Edward Jones Survey Finds

Author

Edward Jones - Chris Scanlan

Posted on

Nov 04, 2024

Book/Edition

Florida - Southwest

email
Email US
Click to Email Us
share-this
Share This

When evaluating financial advisors, women value personalized, tailored advice 

ST. LOUIS, October 22, 2024 — According to U.S. financial advisors, 72% of their women clients who found them through a referral specifically sought recommendations from other women, finds a new survey from Edward Jones, in partnership with Morning Consult. With two-thirds of American women viewing themselves as the “Chief Financial Officer” of their family,1 it’s clear that women are increasingly taking a bigger role in their financial future, and there is a growing opportunity for financial advisors to serve them.

When seeking a financial advisor, women turn to their networks, and financial advisors say their top referral source for their women clients come from client’s friends and family (77%). Surveyed financial advisors note their ability to offer personalized, tailored financial advice (64%) as one of the top reasons why women clients chose to work with them. 

When trying to build an authentic connection with clients, financial advisors report focusing primarily on being transparent and honest about results, fees and services (72%), actively listening to their needs and concerns (68%), regularly following up to check on their progress, and involving them in every step of the decision-making process (66%). 

“Authenticity and transparency are paramount in building successful client relationships. All investors value a financial advisor who takes time to understand their unique financial needs,” said Jasmine Butler, financial advisor at Edward Jones. “As a woman, I bring warmth and empathy to my client conversations. Saying, I get you and I'm here to guide you every step of your financial journey really resonates." 

Empathy, transparency and communication are key to conversion 

When it comes to converting women investors into clients, financial advisors highlight the top three most important factors are providing clear communication and education (65%), being empathetic towards their financial situations (64%) and maintaining regular and transparent communication (63%). 

“At Edward Jones, financial advisors are offered the opportunity to build their practice their way. Our practice models offer flexibility along with advanced products and tools enabling our financial advisors to serve more clients, more completely. This includes taking a goals-based approach to help women investors with complex needs,” added Butler. 

Supporting women investors as they balance priorities 

Whether balancing paying for their child’s education, caring for aging loved ones, or focusing on saving for their own retirement, women investors have unique considerations and goals. Challenges like caregiving weigh on women investors, and three-fourths of financial advisors agree that women clients’ caregiving duties have negatively impacted their ability to save for their financial goals (74%). 

Financial advisors report more than three-fourths of women clients prioritize long-term investing over short-term investing (77%), with their top financial goals being contributing to their 401(k) (63%), working toward financial independence (61%) and building personal retirement savings (56%). 

To learn more about this research, please visit www.edwardjones.com/womeninvestors. 

Methodology 

This survey was conducted by global data intelligence company Morning Consult among a national sample of 405 financial advisors from August 22 – September 6, 2024. 

About Edward Jones 

Edward Jones is a leading financial services firm in the U.S. and through its affiliate in Canada. The firm's more than 19,500 financial advisors throughout North America serve more than 8 million clients with a total of $2.1 trillion in client assets under care as of June 28, 2024. Edward Jones' purpose is to partner for positive impact to improve the lives of its clients and colleagues, and together, better our communities and society. Through the dedication of the firm's approximately 54,000 associates and our branch presence in 68% of U.S. counties and most Canadian provinces and territories, the firm is committed to helping more people achieve financially what is most important to them. The Edward Jones website is at www.edwardjones.com, and its recruiting website is www.careers.edwardjones.com. Member SIPC. 

About Morning Consult 

Morning Consult is a global decision intelligence company changing how modern leaders make smarter, faster, better decisions. The company pairs its proprietary high-frequency data with applied artificial intelligence to better inform decisions on what people think and how they will act. Learn more at morningconsult.com.

Majority of Financial Advisors Say Their Clients Who Are Women Seek Referrals from Other Women, Edward Jones Survey Finds

Other Articles You May Like

Holiday Visits: Prepare the Home, Protect Your Peace

A warm welcome doesn't require a perfect house. Whether family is coming for an afternoon or staying a few nights, a little planning now can make holiday gatherings more comfortable for everyone.1. Have the conversation earlyConfirm dates, overnight arrangements, food preferences, and any mobility needs. Let guests know what works for you, including visit length and quiet time.2. Create a comfortable place to landFresh linens, a clear bedside surface, and an easy-to-reach lamp can make a guest space feel welcoming. No guest room? Agree on sleeping arrangements ahead of time.3. Make movement easierClear hallways and stairs, secure or remove loose rugs, and check lighting between sleeping areas and bathrooms. Keep frequently used items within comfortable reach.4. Put safety before tidinessStore medications securely, especially when children are visiting. Check smoke and carbon monoxide alarms according to the manufacturer's instructions, and keep exits clear.5. Share the hostingInvite family to bring a dish, help with cleanup, or organize an activity. Keep meals simple and make room for breaks. Being together matters more than doing everything yourself.6. Make space for connectionSet out a few family photos, plan a favorite game, or ask guests to share a memory. Often, the simplest traditions are the ones everyone remembers.

Read More

Night of Wonder at The Ringling

Read More

A New Chapter Deserves a Thoughtful Beginning.

A New Chapter Deserves a Thoughtful Beginning.Choosing a senior living community is an important life decision. But what happens between making that decision and feeling truly settled?At Silk Road Connection, we work directly for you and your family, providing personalized planning, professional coordination, and oversight of the many details involved in transitioning to senior living.Our goal is simple: Less stress for families. More time to enjoy what comes next.Founder-Directed Team DeliveredSchedule a complimentary consultation. [email protected] silkroadconnection.org

Read More

Local Services By This Author

Edward Jones - Chris Scanlan View Details

Edward Jones - Chris Scanlan

Long Term Care Planning

Quite simply, you are my priority. My favorite part of being a financial advisor is getting to know each client on a personal level. Your story, your values, your concerns and your personal goals are just as important to me as your financial goals. Uncovering what is important to you paves the way to building an incredible financial strategy that incorporates every aspect of who you are and what you are seeking to achieve. I work together with my clients by listening to what is truly important to them and using an established process to discover together which strategies and tools will work best for your unique circumstances.Another reason why I work so hard to understand my client's needs is my experience as a father of five and husband to my wife, Ann. I have four boys and one girl: Declan (7), Vaelen (5), Kylian (4) and Lochlann (2). We also added a princess to our rowdy crew, Ailis, in June of 2022. More than ever, I understand that health, safety and security will always be a top priority to my clients just as it is for me. The same care, attention, mindfulness and dedication required as a parent has shaped the way I approach my role as your financial advisor. So, whether it's planning for retirement, saving for education or just trying to protect the financial future of the ones you care for the most, we can work together to develop specific strategies to help you achieve your goals.As a former collegiate athlete for Ave Maria University, I understand the importance of teamwork and being able to rely on those to around you to overcome challenges. Our partnership, the flexibility to work alongside your attorney, accountant and other trusted professionals and the resources at Edward Jones will ensure you receive the most current and comprehensive guidance to make sure you're given everything you need to be confident in your financial strategy.I love what I do, and I'm blessed to be in a role where I can have such a positive impact on my clients' lives and my community!

Edward Jones - Chris Scanlan View Details

Edward Jones - Chris Scanlan

Investments

Quite simply, you are my priority. My favorite part of being a financial advisor is getting to know each client on a personal level. Your story, your values, your concerns and your personal goals are just as important to me as your financial goals. Uncovering what is important to you paves the way to building an incredible financial strategy that incorporates every aspect of who you are and what you are seeking to achieve. I work together with my clients by listening to what is truly important to them and using an established process to discover together which strategies and tools will work best for your unique circumstances.Another reason why I work so hard to understand my client's needs is my experience as a father of five and husband to my wife, Ann. I have four boys and one girl: Declan (7), Vaelen (5), Kylian (4) and Lochlann (2). We also added a princess to our rowdy crew, Ailis, in June of 2022. More than ever, I understand that health, safety and security will always be a top priority to my clients just as it is for me. The same care, attention, mindfulness and dedication required as a parent has shaped the way I approach my role as your financial advisor. So, whether it's planning for retirement, saving for education or just trying to protect the financial future of the ones you care for the most, we can work together to develop specific strategies to help you achieve your goals.As a former collegiate athlete for Ave Maria University, I understand the importance of teamwork and being able to rely on those to around you to overcome challenges. Our partnership, the flexibility to work alongside your attorney, accountant and other trusted professionals and the resources at Edward Jones will ensure you receive the most current and comprehensive guidance to make sure you're given everything you need to be confident in your financial strategy.I love what I do, and I'm blessed to be in a role where I can have such a positive impact on my clients' lives and my community!

Edward Jones - Chris Scanlan View Details

Edward Jones - Chris Scanlan

Long Term Care Insurance

Quite simply, you are my priority. My favorite part of being a financial advisor is getting to know each client on a personal level. Your story, your values, your concerns and your personal goals are just as important to me as your financial goals. Uncovering what is important to you paves the way to building an incredible financial strategy that incorporates every aspect of who you are and what you are seeking to achieve. I work together with my clients by listening to what is truly important to them and using an established process to discover together which strategies and tools will work best for your unique circumstances.Another reason why I work so hard to understand my client's needs is my experience as a father of five and husband to my wife, Ann. I have four boys and one girl: Declan (7), Vaelen (5), Kylian (4) and Lochlann (2). We also added a princess to our rowdy crew, Ailis, in June of 2022. More than ever, I understand that health, safety and security will always be a top priority to my clients just as it is for me. The same care, attention, mindfulness and dedication required as a parent has shaped the way I approach my role as your financial advisor. So, whether it's planning for retirement, saving for education or just trying to protect the financial future of the ones you care for the most, we can work together to develop specific strategies to help you achieve your goals.As a former collegiate athlete for Ave Maria University, I understand the importance of teamwork and being able to rely on those to around you to overcome challenges. Our partnership, the flexibility to work alongside your attorney, accountant and other trusted professionals and the resources at Edward Jones will ensure you receive the most current and comprehensive guidance to make sure you're given everything you need to be confident in your financial strategy.I love what I do, and I'm blessed to be in a role where I can have such a positive impact on my clients' lives and my community!

© Copyright 2026, SeniorsBlueBook. All Rights Reserved.