Financial planners should not overlook the growing force of women. They statistically live longer than men, yet, 21% of women over the age of 65 live at or below the poverty line. For whatever reason—they make a lower wage than men, take time off for family, and generally don’t prioritize financial planning—it needs to change. Encourage women to save 10% of their take-home to help them understand the basics. Married women should be included in every conversation regarding household finances. Encourage women to participate in the discussion because their needs could be different than their husband’s, especially with a longer life expectancy. Also, be patient and understand that female clients can take a little longer when it comes to making a decision about financial planning advice.

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