How Women Are Transforming the Wealth Conversation

With women influencing more of Canada’s wealth, conversations with financial advisors are evolving.

Canadian women are becoming the leading beneficiaries of the Great Wealth Transfer, the movement of assets from the Baby Boomer generation to younger generations. By 2028, women are expected to control nearly $4 trillion in assets, up from $2.2 trillion in 2019.

This moment represents more than a transfer of wealth. It signals a turning point—one that calls for more intentional financial conversations that recognize women’s growing financial influence in Canada.

Historically, the landscape was different. Many women felt overlooked, sometimes with conversations directed to their male counterparts, or were presented with solutions before their goals were fully understood. Today, women are collaborating with trusted financial partners who listen deeply, ask the right questions, and craft strategies with them, not for them.

What Women Want From Money Conversations

Women often define wealth through security, independence, and resilience – not excess. Their priorities typically center on long term stability and major life transitions.

Contrary to popular belief, women aren’t risk averse. They’re risk aware . Their financial decisions reflect major responsibilities and changing circumstances: caregiving demands, career interruptions, income gaps, and transitions like parenthood, elder care, divorce, or retirement. When these priorities are understood, planning feels aligned and intentional.

When an advisor understands her life beyond the numbers, the financial guidance helps women think of their long term wealth strategies with confidence and plan a more secure future for their families.

Here are a few thoughtful prompts women and their advisors can explore together:

1. What life changes or transitions are shaping your priorities right now?
2. Who are you planning for—beyond yourself?
3. What gives you the greatest sense of financial confidence?

Financial Topics That Matter Most to Women

While every plan is personal, a few themes consistently rise to the top :

• Protecting independence
  Through Financial Planning and Insurance Solutions, you can prepare for unexpected caregiving demands, illness, or shifts in income, helping maintain long term autonomy.
• Bringing clarity to estate and legacy wishes
  Research shows that women are more inclined than men to give while living, reflecting a desire to create meaningful impact for loved ones and communities during their lifetimes. Our Charitable Giving Foundation and Estate and Trust Services support clients by helping them give with intention—while safeguarding family harmony, preserving wealth, protecting beneficiaries, and creating lasting legacies.
• Planning for caregiving and life transitions
  Caregiving affects income, savings, and long term planning needs. Our Financial Planning and Tax Solutions specialists help assess your full financial picture, structure cash flow, and address tax considerations so your long term plan stays on track through changing life transitions.

Start the conversation that shapes your future.

Lean on your trusted advisor to create a clear path toward the life you’ve envisioned.

Source: Women of Influence Report (2024)

Securities-related products and services are offered through Raymond James Ltd. (RJL), regulated by the Canadian Investment Regulatory Organization (CIRO) and a Member of the Canadian Investor Protection Fund. RJL financial/investment advisors are not tax advisors, and we recommend that clients seek independent advice from a professional advisor on tax-related matters. Insurance products and services are offered through Raymond James Financial Planning Ltd., which is not regulated by CIRO and is not a Member of the Canadian Investor Protection Fund. Solus Trust Company (“STC”) is an affiliate of Raymond James Ltd. and offers trust services across Canada. STC is not regulated by CIRO and is not a Member of the Canadian Investor Protection Fund.