The impact of gender on the personal financial planning process : Should financial advisors tailor their process to the gender of the client?

Purpose – To research the gender literature in order to determine whether it is advisable for a financial advisor to adjust their planning and advising processes based on the gender of their client. Design/methodology/approach – To correlate the gender literature with the personal financial planning process in order to determine whether advisors should adjust their approach based on the gender of their client. Findings – The gender literature reveals significant differences concerning how men and women invest; consequently, it is felt that it is advisable for financial advisors to tailor their approach based on the gender of their client. Research limitations/implications – The financial planning process should be modified to incorporate the gender of the client. Practical implications – Financial advisors should tailor their approach to the gender of their clients in order to ideal with them more effectively. Originality/value – As female investors grow in importance, processes should be modified or adjusted in order to accommodated their preferences.