Women face unique financial challenges like career breaks, part-time roles, and the gender pay gap, all of which impact their pensions, financial confidence, and retirement needs. Despite this, 92% of women are navigating the financial landscape without adviser support (LV= Wealth and Wellbeing study, 2025).
We're committed to making financial advice more inclusive and relevant. That's why we've created a practical toolkit to help you better connect with and support female clients.
“I think I would have liked to know at a younger age how important pensions are.”
You know your clients best, but feedback from our members offers valuable insight into how women feel about retirement and investing.
Many have told us they want clear, jargon-free information, reassurance about risk, and advisers who take the time to listen. These insights have shaped the resources on this page, designed to help you build even stronger, more confident client relationships.
Supporting women - A practical guide for financial advisers
A practical guide to supporting women in retirement, including tips based on research form our members community.
Some clients are naturally more cautious, and many women tell us they feel anxious about the idea of investing. Nearly 48% of women over 55 say they would never consider investments involving any financial risk (LV= Wealth and Wellbeing 20, 2025). But stepping away from investing altogether can limit future security.
This short video explores:
“My ideal financial adviser would be patient, trustworthy, and easy to talk to.”
We are proud to be sponsoring the Professional Adviser 2025 Women In Financial Advice Awards, which celebrate the achievements of women working within the financial advice community and also the wider financial services arena.
We’re also proud to sponsor the Women in Personal Finance Survey, an initiative by The Women’s Wealth Alliance, a working group of the Consumer Duty Alliance. The survey highlights the voices, challenges, and achievements of women across the personal finance industry.
Just because statistics show that women can be more cautious investors, this doesn’t mean they shouldn’t have access to a full range of options. We need to change the conversation, helping all anxious investors feel more confident and in control. Our Smoothed Managed Fund range helps do just that*. It's designed to ease some of the anxiety around investing while still offering flexibility across five risk profiles:
These options support tailored, inclusive financial planning based on client goals, risk comfort, and time horizons.
As a mutual, we give more back to the people who matter - our members.
Women often play a central role in caring for family and making key decisions. That’s why our member benefits are designed to offer real support where it’s needed most; from services like Care Navigator, which helps families understand and access later-life care, to the Mutual Bonus**, which shares our success with eligible members.
Other member benefits include^:
* Although it’s unlikely, we may, at our discretion, need to suspend the smoothing mechanism to protect our members and our business. This could be required if the underlying daily fund price was less than 80% of the value of the smoothed price, or in other exceptional circumstances. In the rare event we do need to take this step, the fund would typically be valued on the underlying price or, at our discretion, on a daily gradual averaged price (except ISA which would be valued on the underlying price) until smoothing is reintroduced.
**Our mutual bonus isn’t guaranteed, and the amount can vary. Each year, the LV= Board decides if a mutual bonus can be awarded. The decision is guided by the Board's overriding responsibility to balance the need to deliver for our members both today and in the future, against LV’s investment needs and projected financial strength. Any past mutual bonuses could be reduced or removed, though could be reinstated at a later date.
^LV= Doctor Services is a confidential service powered by Square Health and medical data will not be shared with LV=. LV= Doctor Services, the Legal Advice Line and Care Navigator are provided by third party companies. These services are not regulated by the Financial Conduct Authority or the Prudential Regulation Authority. All member benefits and additional support services are non-contractual and can be changed or removed at any time.
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