Key takeaways:
- Women are a growing financial force, yet many financial advisors still underestimate their potential as a powerful source of referral business.
- “Give to Gain”, the theme of this year’s International Women’s Day, offers an important reminder for advisors: When you genuinely give women what they value in a financial professional, you gain access to their circle of trust.
- Gaining access to these trusted circles and tapping into referral growth requires an intentional mindset focused on active listening, clarity, authenticity, and holistic guidance.
I recently spoke at several Galentine’s Day events hosted by advisors who have been intentional about connecting with women. Nearly every woman who attended brought a friend – not because they were asked to, but because they wanted to share something valuable with someone they trusted.
That simple act says a lot about how women build relationships, make decisions, and extend trust.
As we approach International Women’s Day on March 8, this year’s theme, “Give to Gain”, offers an important reminder for advisors: When you genuinely give women what they value in a financial professional, you don’t just earn their loyalty; you gain access to their circle of trust.
Women are a growing financial power
By any measure, whether assets controlled, influence within households, or impact on purchasing decisions, women are a growing financial force. Yet many financial advisors still underestimate one of the most powerful benefits of serving female clients well: their potential as an extraordinary source of referral business.
Women’s financial influence has grown steadily for decades and continues to accelerate. Women are living longer, earning more, inheriting wealth, and increasingly taking a seat at the table by making financial decisions in their households.
What’s more, many women are business owners, senior executives, or caregivers serving as the central financial connector across generations – balancing the financial needs of aging parents, children, and their own future security. When an advisor earns trust in moments like these, women are far more likely to introduce that advisor to others navigating similar challenges.
But this shift isn’t just about dollars and cents; it’s about confidence, having a voice, and expectations. Today’s female clients expect more than just technical competence: They want an advisor who listens deeply, explains clearly, and respects their values and priorities.
The power of trust-based networks
Women tend to build strong, interconnected networks rooted in trust. These networks often span friendships, family relationships, professional circles, and community involvement. When a woman finds a professional she trusts, she doesn’t keep that resource to herself; she shares it.
The Galentine’s Day events were a perfect example. Women showed up together because the invitation carried credibility, with the implicit message being: “This was valuable for me, so I thought of you.” Several women even mentioned they would be sharing what they learned with other important people in their life after leaving the event.
That kind of referral is powerful because it’s not a casual recommendation, it’s a personal endorsement.
Give what women value and gain more than assets
The Give to Gain theme of this year’s International Women’s Day resonates strongly in the context of serving women well. Advisors who gain meaningful referrals from female clients aren’t those who ask the most; they’re the ones who give the most value upfront. When advisors consistently show up this way, referrals become a byproduct of the relationship, not a request that feels awkward or forced.
For advisors looking to grow sustainably, female clients are more than an underserved market; they have the potential to be a strategic growth engine. And the advisors who are intentional in their efforts to connect with women aren’t just building stronger books of business; they’re building communities of advocates.
So, what does this look like in practice?
1. Being heard. Women consistently value advisors who listen without interrupting, dismissing, or rushing to solutions.
2. Clarity and education. Explaining concepts in a way that empowers, not overwhelms, and builds confidence and trust.
3. Holistic guidance. Women often want advice that integrates life transitions, family needs, career changes, and long-term goals, not just portfolio performance.
4. Authenticity. Relationship-driven engagement matters. Women can sense when they’re being sold to versus genuinely supported.
Women refer differently – and more intentionally
Women don’t typically refer casually. When they make an introduction, it’s because they believe the experience will reflect well on them and truly help the person they’re referring. That’s why female-driven referrals often come with higher quality and a better fit. The prospect arrives with context, trust, and a sense of alignment. In many cases, they’re already predisposed to engage.
This is also why educational events, community gatherings, and client-centric experiences resonate so strongly with women. These environments create natural opportunities for sharing (think “Come with me” rather than “Here’s a card.”)
Trust is the true currency
The lesson from Galentine’s Day, and from women’s networks more broadly, is simple but powerful: Trust is meant to be shared.
When advisors give female clients the respect, education, and partnership they want, they gain far more than assets under management. They gain introductions into trusted circles, develop relationships that deepen over time, and achieve referral growth that feels authentic and sustainable. In that sense, Give to Gain isn’t just a theme – it’s a powerful growth strategy.