The Women's Market Opportunity

A Growth Market

The female economy is large and growing.

Growth Drivers

  • Education

    Women’s wealth will continue to rise as the female population worldwide continues to become more educated and enter high-paying careers.

  • Employment

    According to a Boston Consulting Group study, there was a 200% increase in the number of women in the global workforce between 1980 and 2008.

  • Lifespan

    The World Health Organization found that women live about 5 years longer than men do, on average. That translates to more than 18 trillion additional years of wealth creation globally.

Untapped Potential

The financial services industry has only just begun to target the female economy.

Women are Under-served

Most women cannot access high-quality financial services.


The vast majority of women globally – 73% – reported being unsatisfied with their financial services providers, according to Boston Consulting Group findings.

Women are Un-served

And some cannot access financial services at all.


Women are 15% less likely to have a bank account at a formal financial institution than men are, according to the WorldBank's Global Findex database.

Business Opportunity

Providing women with financial services is profitable for financial services providers.
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    Women are great savers.

    Women save their money at a greater rate than men do, providing banks with a reliable source of liquidity.

    On the Upswing


    According to Chilean government data, the number of savings accounts owned by women has grown at more than 3x the rate of men’s over the past decade.

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    Women are prudent borrowers.

    Women tend to be more risk aware than men, making them more likely to only borrow what they can repay.

    More Profitable


    Data from GBA member BLC Bank shows that the average profit margin for SME loans to women is 15% higher than that of loans to men.

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    Women are loyal customers.

    Not only do women stick with an institution that treats them well, they make a point of recommending it to others.

    Treat Them Well


    Research from marketing expert Marti Barletta suggests that women are 4x more likely than men to tell others about a negative service experience.

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    Women purchase more products.

    When they are satisfied with a financial institution, women buy more products per customer than men do.

    A Major Force


    According to research from the Marketing 2 Women Conference, women have either full or partial ownership of 89% of bank accounts in the US.

The Results back it up


The revenue from one major GBA member bank’s Women’s Market program makes up approximately 60% of its total retail and business banking revenues.


34% of private sector leaders report increased profits as a result of their efforts to empower women in emerging markets.


The total non-performing loan rate for GBA banks’ women customers is only 2.9% — 45% lower than the rate for men.


However, women still represent just 36% of customers at GBA banks globally.

What Members Say