There’s a huge consumer segment hiding in plain sight for fintechs: women.
A report from the Financial Alliance for Women found that over half of B2C fintechs don’t conduct market research on female customers, and only 11% use sex as a criterion for segmentation. Instead, many default to a “gender-neutral” approach that often skews male, emphasizing speed, aggressive wealth-building, and individualism.
This oversight isn’t just a missed opportunity—it’s a business risk. Women are known to be more loyal financial customers, yet fintechs fail to build trust with design and messaging that resonates. Here are three actionable ways fintechs can use design to better connect with women consumers.
1. Shift from Transactions to Relationships
Many fintech platforms emphasize yield, trading, and hitting financial milestones quickly. While performance matters, research suggests that women are more relationship-driven in financial decision-making. Instead of marketing purely on returns and speed, fintechs should emphasize community, long-term security, and financial well-being.
Design Tip:
- Highlight community-driven features, such as peer learning opportunities or shared investing goals.
- Showcase financial journeys rather than just outcomes—think testimonials and real-life success stories.
- Use language that reflects collaboration and guidance, not just independence.
Example: Instead of “Maximize Your Portfolio Gains,” try “Join 100,000+ Investors Growing Their Wealth Together.”
2. Rethink Visual and UX Choices
Most fintech platforms follow a default UI/UX pattern: sleek, high-contrast designs with aggressive CTAs like “Start Trading Now” or “Build Your Wealth Faster.” However, research indicates that women prefer intuitive, education-driven platforms that foster confidence before commitment.
Design Tip:
- Use warm, inviting visuals that emphasize financial well-being rather than just speed.
- Offer clearer, step-by-step onboarding to help users feel comfortable before taking action.
- Implement interactive education tools that encourage learning without pressure.
Example: A robo-advisor could offer a “Try Before You Invest” feature, allowing users to simulate investment strategies before committing funds.
3. Leverage Personalization & Life-Centered Messaging
A one-size-fits-all approach often alienates female consumers, who may have different financial priorities based on life stages (starting a business, planning for maternity leave, buying a home, etc.). Fintechs that recognize and personalize messaging to these needs can build stronger engagement.
Design Tip:
- Offer tailored content and recommendations based on financial goals rather than just risk tolerance.
- Segment marketing messages to reflect different life stages and priorities.
- Use gender-inclusive visuals—showcase women in varied financial roles, from investors to entrepreneurs.
Example: Instead of generic financial advice, provide customized savings plans for life events like parental leave or business ownership.
Final Thoughts
Women represent a massive, loyal, and under-leveraged fintech customer base. However, many fintechs still default to masculine-coded design and messaging, missing the opportunity to build trust and long-term engagement. By shifting focus from transactions to relationships, rethinking UI/UX, and leveraging personalization, fintechs can create more inclusive, effective products.
The future of fintech isn’t just about innovation—it’s about designing for all.
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