An increasing number of financial service providers are offering financial services specifically for women. This can be seen as part of a broader trend towards developing client-centric solutions. This trend raises some interesting questions, such as: why might women need or want their own financial services? How does their behaviour differ to that of men?
In our previous report, Female Finance: Digital, Mobile, Networked (2020), we explored some of these solutions in-depth and presented an analysis of what makes financial solutions ‘female’. In this report we take a step back and examine the characteristics of 102 organizations offering financial services to women, comparing them with external statistics and reports. We present some initial insights on: a) how these organizations identify and address the market, b) what characterises the services they offer, and c) how women are represented in the organizations.
The Payments Association
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