In recent years, women have become a powerful financial force.
Not only are they key contributors to household income, but they’re also leading as confident decision-makers in family finances.
More South African women are building wealth, starting businesses, and leading households. Yet many still face persistent challenges like income inequality, limited access to intergenerational wealth, and the rising burden of caregiving. As a result, a new kind of pressure is emerging: the growing need for trusted, personalised financial advice.
A 2025 study by the U.S.-based CFP® Board Centre for Financial Planning highlights global trends in this area, with clear parallels in South Africa (as reflected in the 2025 Old Mutual Savings and Investment Monitor report).
The main outtake of the CFP® study is that as women gain financial power; they’re also redefining what matters most.
What are their top financial goals and obstacles? How do they view financial planning? And what are they really looking for in a financial partner?
Let’s take a closer look.
Women are reshaping the wealth landscape
Globally, women already controlled an estimated $60 trillion in 2023, and the figure is expected to increase by another 40% - 45% by 2030.
In 4 out of 5 dual-income households, women earn as much or more than their male partners.
Although these statistics are encouraging, it presents the reality for dual income families.
A 2023 Pew Research Center report notes that the wife is the primary income earner in only 1 in 6 married opposite-sex couples, suggesting that many women still do not earn an income.
But encouragingly, 69% of women in the 2025 CFP® survey reported being the primary decision-makers for household investments.
This marks a significant move toward financial independence and agency.
Women are taking charge, but value expert guidance
According to a 2024 article in the New York Life, women are increasingly confident in managing day-to-day finances like budgeting and paying accounts.
Yet many seek expert advice when it comes to investing, long-term wealth building, and estate planning.
Confidence grows, but gaps remain:
While 82% of women reported feeling confident that they can achieve their long-term financial goals, only 29% felt very confident in managing their finances on their own.
It highlights the need for long-term, trusted financial partnerships.
Women are reframing what matters in financial planning
Women share many essential financial goals with men (being financially secure in retirement as the top concern), but they also bring distinct priorities to the table:
Balancing family needs and future goals:
The dual role of provider and caregiver shapes not only financial decisions but also the type of financial advice women value.
In South Africa, this trend is reflected in the growing number of women leading households, running businesses, and providing intergenerational support, often without the financial safety nets found in wealthier economies.
This means that in a country where government support for elder care is limited and education costs are high, these financial responsibilities often fall disproportionately on women. Many are “sandwiched” between financially dependent children and parents, with significant financial implications.
Women trust people over platforms
Despite the rise of robo-advisors and financial apps, most women still prefer human financial planners, especially those who offer clear communication and long-term support.
In the study, 56% of women said they trust a planner who provides a personalised, well-rounded strategy more than any tech-based solution.
The takeaway? Personalised financial advice isn’t just preferred — it’s essential.
As the CFP® study shows, 3 in 5 women agree that it is either “extremely” or “very” necessary to work with a professional financial planner to develop a comprehensive financial plan.
What women want in a financial planner
Women aren’t just looking for credentials.
They want empathy, clear communication, and a deep understanding of their lived realities.
While most women don’t necessarily prefer a female financial planner, more than half say they’d feel more at ease with someone who shares their life experience or background.
South African women also juggle unique financial pressures—from Black Tax and funeral cover to complex estate and marital laws. It’s a given that to serve female clients best, financial planners must become more inclusive and culturally competent, able to support clients in navigating both wealth-building and care responsibilities, often simultaneously.
Women are claiming financial independence
As more wealth shifts into women’s hands, the demand for tailored, respectful advice continues to grow.
This is where the right financial partner makes all the difference.
A financial planner who understands your story:
Women are increasingly looking for financial planners who not only know their stuff but also get their story.
At Foundation Family Wealth, we see this every day. Our clients are navigating multiple priorities—running households, supporting extended family, building businesses, or preparing for retirement.
Our mantra, “Wealth for life,” reflects our core belief that financial strategies should align with your goals and values, helping you live with purpose, not just plan with numbers.
After all, creating holistic financial advice isn’t just beneficial for women; it’s valuable for everyone navigating today’s financial complexities.
If you’re ready to take the next step, let’s talk about what matters most to you—and how we can help you plan for it with clarity and confidence.
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