When it comes to how women invest, Fleming says they are deliberately more cautious.
“Women are often accused of being more risk adverse, we call it more risk aware,” she says. “Certainly from speaking to male investors their main focus is on the rate of return.”
Fleming also says women appear to invest more broadly. “Men are more likely to invest in technology companies for their higher potential returns, whereas women want to invest in a broader range, from retail to food and drink, health and beauty, fem tech and creative industries.”
Anna Macdonald, investment strategy director at financial services company Hargreaves Lansdown, agrees that women choose the companies they invest in carefully.
“Women appear to place relatively greater weight on where their money is going and what impact it might have, as well as the reassurance that an investment is right for them,” she says.
“Our research suggests men are…more readily attracted by the potential financial return.”
Jemma Slingo, pensions and investment specialist at investment firm Fidelity International, says female investors “appear more likely to connect investing with real-life goals, from building emergency savings to looking after children.”
