“The Generation X woman has become the apex consumer in our marketplace,” Cam Marston asserts. In the new edition of his book, “The Gen-Savvy Advisor,” he explains why. She’s a discerning buyer, typically with more education than her male counterpart, and is catching up in pay — factors that tend to make her the household CFO.

Kol Birke adds that Gen Xers’ tendency to marry later in life (or not at all), coupled with higher divorce rates, leads to more self-sufficiency among women. “This presents some new challenges, in that tension can arise when one partner feels the need for financial independence from the other,” he observes. “On the other hand, both genders are more likely to work towards good spending and saving habits.”

Bottom line: “Advisors need to court Gen X women, whether married or not,” Marston says. “Even if the husband is more vocal in your office, the wife will be the one who says yes or no.” Since women tend to be more active in the community, she can be an excellent referral source if she likes and trusts you.

What Makes Gen X Unique?

— Read Thinking Gen X: An Overdue Look at an Overlooked Generation on ThinkAdvisor and see the entire series on the Thinking Generations home page.