Women’s economic influence has grown significantly in recent years. Nevertheless, they remain underrepresented in financial markets. Challenges such as lower financial self-confidence, higher risk aversion, and systemic obstacles hinder their participation in financial markets. These gender-related disparities not only influence individual investment decisions but also pose significant implications for financial advisors aiming to deliver personalized and effective client support, especially during volatile markets.

To gain deeper insight into these dynamics, a qualitative research approach was employed, focusing on semi-structured interviews with ten experienced client advisors. The interview group was gender-balanced, ensuring diverse perspectives. This allowed for a comprehensive understanding of how advisors perceive and adapt to gender-specific investment behaviors and preferences.

The research revealed that female investors prefer holistic, transparent, and relationship-oriented advice, while showing greater risk aversion and lower financial confidence compared to men. However, their disciplined investment approach often leads to superior long-term returns. Advisors noted that men tend to focus on short-term gains and act impulsively during market fluctuations, whereas women remain committed to structured financial strategies, even in volatile conditions. Female advisors demonstrated more detailed preparation and emotional sensitivity, enhancing trust-based relationships, while male advisors employed varied consulting styles. A key insight is the critical need to avoid gender-based assumptions and to address emotional responses during market stress with tailored communication and support. The thesis recommends targeted training for advisors to foster gender awareness, enhance client confidence, and deliver personalized advisory solutions, ultimately leading to more effective client engagement and improved investment outcomes.