A study finds 67% of women business owners choose financial products and services based on their experience with a lender.

The study, Key Facts about Women-Owned Businesses–2007 Update, underwritten by the Massachusetts Mutual Life Insurance Company, also reports that the nation’s 10.4 million women-owned firms employ nearly 13 million people and generate $1.9 trillion in annual sales.

Between 1997 and 2006, firms where women had majority ownership grew at 42%, vs. 24% for all firms, MassMutual found.