Abstract:

The authors believe that women are not addressed by financial services in a language which they understand. In addition, as a result of social and cultural influences, women are often not expected to understand financial matters. When combined with the effects of the language barrier these historic influences serve to undermine women, inhibiting their use of financial services. In this paper the authors describe a typology amongst women with sufficient disposable income to put to profitable use who represent a major opportunity for the marketers of financial services.