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Cary Carbonaro closed the event with a powerful message to financial advisors: women are no longer a future opportunity for the wealth management industry — they are already shaping its future.
During her RIA Masterclass session, “Compel Her, Don’t Sell Her: Winning Over Female Decision Makers,” Cary challenged advisors to rethink the way the industry approaches women and wealth. While research has projected for years that women will control a growing share of U.S. wealth, she emphasized that many firms still have not adapted their communication, planning strategies, or client experience accordingly.
Cary highlighted projections estimating women could control nearly two-thirds of the nation’s wealth by 2030, representing approximately $30 trillion in assets. In her view, the financial industry has had ample time to prepare for this shift — yet many firms continue relying on outdated assumptions about women investors.
Throughout the session, Cary explored the importance of moving beyond narrow stereotypes often associated with female clients. Women today are entrepreneurs, executives, primary earners, caregivers, investors, inheritors, and financial decision-makers, each with unique goals and experiences that deserve a more thoughtful and personalized approach.
She also discussed the real-life financial challenges many women face, including career interruptions, caregiving responsibilities, longevity, healthcare expenses, and the ongoing wage gap. These factors, she explained, often shape how women view financial security, trust, and long-term planning.
Rather than focusing solely on performance-driven messaging or technical jargon, Cary encouraged advisors to prioritize clarity, connection, education, and trust. She shared that women often want advisors who can help them feel informed, understood, and confident about their future.
Another major theme of the discussion centered on communication. Cary urged advisors to reconsider whether traditional sales approaches and industry language truly resonate with women clients. She emphasized the value of relatable conversations, practical examples, and inclusive planning discussions that actively engage women in the decision-making process.
Trust and loyalty were recurring themes throughout the presentation. Cary noted that while women may sometimes take longer to choose an advisor, strong relationships built on respect and understanding often lead to long-term client loyalty and deeper engagement.
She also challenged advisors to become more aware of the life transitions and personal experiences that can significantly impact financial planning needs, including caregiving, divorce, widowhood, career changes, and health-related shifts. In her view, firms that are willing to have more human, honest conversations will be better positioned to serve women effectively in the years ahead.
Ultimately, Cary’s message was clear: the future of wealth management will belong to firms that recognize women not as a niche market, but as a driving force shaping the next generation of financial planning.
