About The Women's Wealth Alliance

A working group of the Consumer Duty Alliance, the WWA is committed to empowering women through financial education, planning, and coaching. With women projected to hold 60% of UK private wealth by the end of 2025, our mission is two-fold:

• To advocate for greater female representation in the personal finance sector, fostering a more inclusive industry aligned with the UK’s financial growth ambitions
• To support female financial independence and resilience, championing accessible resources to help women confidently manage their financial journeys and achieve their goals.

Attracting more women into the personal finance sector

We are dedicated to attracting more women into the personal finance sector, helping to shape an inclusive future that better reflects the diverse needs and perspectives of its clients and supports the government’s financial growth mandate. Only approximately 18% of financial planners are currently female according to FCA data obtained by a FOI request, and we need to move the dial on this at a much more rapid pace.

Helping women navigate their financial journeys

We aim to showcase accessible, relevant education and resources, enabling women to confidently navigate their financial journeys. By promoting financial planning and coaching, we strive to empower women to take control of their economic futures, make informed decisions that build financial resilience, and achieve their personal and professional goals.

Women, Wealth and the Workplace White Paper

The Women’s Wealth Alliance published its 'Women, Wealth and the Workplace' white paper on 10th November 2025, which includes a roadmap to increase the number of women working in personal finance. You can download the white paper here.

Informed by the survey responses of over 500 women, the WWA’s roadmap begins with:

• Publishing a career guide that demystifies roles and routes for women into the industry
• Developing a professional framework and CPD programme for financial coaching
• Creating a digital hub for development, mentoring, and the sharing of good practice

The paper also outlines actionable steps for advice firms, such as collecting gender data, rethinking hiring practices, and openly promoting female success stories, helping the profession to become more representative of its future clients.

Women in Personal Finance Survey

In June, the WWA commissioned a landmark survey to find out more about women’s career journeys within personal finance and the initial findings are now available - you can download the report here.

One statistic that stood out was that 93% of women surveyed who are currently, or have previously worked in the financial planning role would recommend it to other women. Interestingly, however, only 26% of women surveyed outside of this role would consider it in their future career. More widely, the research reveals a very positive picture of personal finance as a sector for women to succeed in their career journeys, with high average levels of satisfaction around flexibility, support and career opportunities. 

Managed independently by YouGov, the survey attracted 540 responses from women in a wide range of roles across the sector  - including financial planning and coaching, mortgage and protection advice, academy members, paraplanning, compliance and T&C, and support roles. Many thanks to everyone who took part or helped to share and support.

Thanks also to our research sponsors, IBOSS, LV=, Royal London and Quilter, who share the belief in data-led responses to attracting and advancing more women within personal finance. With 60% of UK wealth due to be in women's hands by the end of this year, a more inclusive sector dovetails with the government's growth mandate and the good news is there is no reason why personal finance should not become a sector of choice for women to build their careers.