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 has found that women live about 5 years longer, on average, than men do. On the scale of the global population, that translates to more than 18 trillion additional years of wealth creation.

Untapped Potential

Banks have only just begun to target the female economy.

Women are Underserved

Most women cannot access high-quality financial services.

73%

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

Women are Unserved

And some cannot access financial services at all.

15%

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 banks.
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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

    3x

    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 averse than men, making them more likely to only borrow what they can repay.

    More Profitable

    15%

    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

    4x

    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

    89%

    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

60%

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%

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

2.7%

The non-performing loan rate for GBA banks’ women small-business customers is only 2.7% — 33% lower than the rate for men.

15%

Research from GBA members has shown women have a lower product churn rate than men, at 15% vs. 21%.

What the Experts Say