Financial advisers have an opportunity to strengthen relationships with women by improving their confidence and preparedness for major financial life events, according to new research from investment, protection and retirement specialist LV=.
The research, published on 14 October, found that 41% of women would not feel confident managing household finances following the death of a partner. In comparison, 66% of men said they would feel confident in this situation.
The findings, part of LV=’s latest Wealth and Wellbeing Research Programme, highlight the importance of engaging women more actively in financial planning and household financial decisions.
As women increasingly inherit and manage wealth, advisers have an opportunity to build relationships with them earlier, encouraging open conversations about money and ensuring both partners understand their financial circumstances. Developing this engagement could help improve financial preparedness and support lasting adviser-client relationships.
The research also found that women aged 35 to 54 are more likely to experience financial stress, worry about money and feel exhausted. Many in this age group are balancing financial ambitions with caring responsibilities for children, parents, partners and other relatives.
Women are also playing an increasingly significant role in the UK economy. Government research shows that women account for nearly half (46%) of UK entrepreneurs, up from around a third in 2018/19. Women’s economic inclusion has also contributed to 40% of UK economic growth since 2000.
Combined with the significant transfer of wealth expected over the coming decades, these trends are likely to increase women’s influence over how wealth is accumulated, managed and passed between generations.
For financial advice firms, this creates an opportunity to better understand women’s individual priorities and build trusted relationships that extend beyond existing household arrangements.
Through its Invest in Women campaign, LV= is working with advisers to encourage earlier and more meaningful engagement with women as individual clients. The initiative combines consumer research, practical conversation tools and dedicated support to help advisers understand women’s financial experiences, build confidence and support better long-term decision-making.
Sarah Hills, Wealth Proposition Director at LV=, said: “Over the coming years, many women will become key decision-makers as wealth passes between generations. Yet our research suggests some may not feel fully prepared to take responsibility for household finances following the death of a partner.
“For advisers, this presents an opportunity to build stronger relationships with women as individual clients. By understanding their circumstances, priorities and long-term goals, they can drive greater engagement in financial planning, support better long-term outcomes and build trusted relationships that endure for generations.”
The research was based on a survey of 4,000 nationally representative UK adults conducted for LV= by Opinium in May 2026.