Women by the numbers

Earn trust and win business with women decision-makers

Take the time to speak to your clients' needs.

We offer in-depth tools to improve your understanding of what women want and increase your sales margins.

65%
of women are the main decision-makers when it comes to family finances.1
$3.8tr
That’s how much wealth Canadian women are expected to have by 2028.2
13m+
U.S. firms are now owned by women.3
elevate her experience. selling to women in a fast-changing marketplace.

The Four Motivators® framework for earning women's business

Motivator #1: Connect.

89% of women say personal connection is important when looking for an insurance advisor.4 To resonate with  clients, actively listen to what they want. And if you’re selling to a male/female couple? Focus just as much on the woman as the man.

Motivator #2: Inspire.

From meal-planning to caregiving, women do an average of 4.5 hours of such work a day.5 Respect their busy schedules: Communicate promptly, tell powerful product stories, and use time-saving technology.

Motivator #3: Instill confidence.

In high-stakes buying situations, women tend to see the risks, not the rewards. Reassure them they're in safe hands: Pay painstaking attention to the little details—like punctuality, spelling, and product features—and show them how you'll deal with future threats.

Motivator #4: Show appreciation.

Women often give their business to people they feel really deserve it. So be as thoughtful as possible. Sharpen your etiquette and remember key details about their lives, like jobs or careers they had before they retired, birthdays, pet names, job details, and more.

Sales Resources

Premium clients deserve premium service