Game changers. Tackling the gender advice gap with purpose and partnership

Financial literacy has come a long way in recent years, with more women than ever taking an active role in managing their wealth. Yet, there’s still important progress to be made. According to Intelliflo’s 2025 Advice Map, men remain more likely to receive financial advice than women, with a 7% gap overall. This disparity grows to 12% for married women and 14% for those in unmarried relationships. Confidence and knowledge gaps continue to play a role with 69% of women reporting that they lack confidence in investing, compared to 56% of men¹.

These stats beg the question ‘why?’ Women’s financial needs differ from men’s in several ways: longer life expectancy, income gaps, career interruptions and different risk preferences. Many women prioritise family wellbeing, debt reduction and values-based investing. Their financial advice must reflect these realities, offering flexible strategies and personalised, goal-oriented planning.

Having entered the industry in 1987, I’ve witnessed the evolution of financial advice firsthand. Back then, the gender gap was even more pronounced, but even now, I still encounter women who initially say 'my husband deals with all of that' when it comes to their money. However, when the advice is positioned correctly, I see a transformation and they step into financial conversations with confidence, clarity and a sense of empowerment.

At Evelyn Partners, we’re not just talking about the gender advice gap. We’re actively working to close it. Internally, we’re increasing female representation in financial planning and investment management roles. We’re building a strong network of female advisers and are committed to showcasing their expertise.

We also recognise that many women prefer to receive advice from other women. Studies show that 70% of women would rather speak to a female financial adviser than a male². With women now holding a significant proportion of UK wealth, the need for inclusive, empathetic advice has never been greater.

Our partnerships with Manchester City Women’s Football Club, the Netball Super League and Saracens Rugby Club are more than sponsorships. They’re strategic partnerships, designed to address the gender advice gap from multiple angles.

Women in sport face a range of financial challenges that reflect broader issues behind the gender advice gap. These are also shaped by the unique demands of their profession. Their income is often lower and less predictable, with shorter career spans and fewer, lower-value sponsorship opportunities compared to their male counterparts. On top of this, many female athletes navigate significant physical and life-stage changes such as pregnancy, menopause and other under-discussed conditions that can affect both performance and career continuity. Caregiving responsibilities also play a role, adding further complexity to their financial planning needs. These realities call for advice that is not only personal and flexible, but also genuinely understands the realities of their lives, both as women and as athletes.

Our three-year partnership with the Netball Super League supports the professionalisation of the sport and equips female athletes with the financial knowledge they need to secure their futures. We’re delivering financial education workshops and helping athletes plan for life beyond sport. We’re also tapping into the NSL’s talent pool to identify women with the strategic and competitive skills needed for a career in financial services.

With Saracens Rugby Club, we’re providing a bespoke financial education and coaching programme for both male and female players. Rugby careers are short and transitioning to a second career can be daunting. That’s why we’re offering a pathway into wealth management, leveraging the discipline and strategic thinking players bring from the pitch to wealth advice

These partnerships reflect the parallels between sport and finance. Success in both arenas requires ambition, strategy, resilience and teamwork. Both fields operate under pressure and offer high rewards, but also carry risks if not managed correctly. By supporting women in sport, we’re helping to shift perceptions, create opportunities and inspire sportswomen and men to embrace what’s next, whether that is as an athlete, adviser or client.

This isn’t just a women’s issue. Closing the gender advice gap benefits everyone: diverse teams make better decisions, inclusive advice leads to better outcomes and when we challenge outdated norms, we create a more resilient, forward-thinking industry.

Everyone in the profession can benefit from the thoughtful, relationship-focused approach that many female advisers bring, an approach that complements the technical expertise and client dedication found across the industry. Businesses can thrive by embracing diversity and inclusion, not as a box-ticking exercise, but as a core value.

At Evelyn Partners, we’re proud to be driving change. By combining our expertise in financial planning with our commitment to equality and our support for women in sport, we’re helping to build a future where everyone has the tools, confidence and support to achieve their goals, financial or otherwise.

If you have any questions about your own financial future, please speak to your usual Evelyn Partners contact. 

Sources:

¹ Intelliflo, Intelliflo’s 2025 Advice Map of the UK, 2025

² FT Adviser, Bridging the gender advice gap: going the right direction but more work needed, 2025