A new survey from digital financial services firm SoFi reveals a pronounced divergence in how men and women aged 25 to 45 approach their finances, with women overwhelmingly prioritizing debt reduction and cash accumulation over market participation. The findings, drawn from an August online poll of 1,200 U.S. adults with household incomes of at least $75,000, suggest a significant opening for advisors who can reframe investing as a tool for long-term security rather than an immediate burden.
When asked to rank their financial priorities for the coming year, only 13% of women selected investing in stocks, ETFs, cryptocurrency, or mutual funds, placing it 11th on their list. In contrast, 28% of men named investing as their top goal. The gap persists in hypothetical spending: just 6% of women said they would invest leftover money after covering rent, bills, and groceries, compared with 18% of men.
Debt and cash management come first
Paying down debt was the leading priority for women, cited by 45% of respondents, versus 28% of men. Reducing expenses (34%) and building an emergency fund (31%) rounded out the top three for women. SoFi's report characterizes women as the “financial first responders” of their households, a role that may explain their focus on stability. When asked to rate barriers to investing on a 1-to-5 scale, women gave equal weight to keeping cash accessible and not understanding the stock market.
“Investing is a necessary step every woman can take to build a strong financial future,” said Liz Thomas, chief market strategist at SoFi. “It doesn’t have to be complicated to be effective, and you don’t need to have it all figured out – nobody really does.”
Retirement doubts weigh on women investors
The survey found the widest gender split in retirement confidence. While 56% of men said they were highly confident they could retire, only 26% of women felt the same. Conversely, 44% of women reported low confidence, double the 22% rate among men. Men listed “retirement already covered” among their top three reasons for not investing more, while women ranked it second to last.
Account ownership also lags: 83% of women hold an investment account and 70% use an employer plan such as a 401(k), versus 93% and 79% of men, respectively. The gap is even wider in self-directed accounts, where 40% of women hold one compared with 63% of men. Women also reported lower self-confidence in do-it-yourself investing.
Not all women fit this pattern. SoFi identifies 31% of women who rate their stock market knowledge a 4 or 5 as “investment-forward.” These women are more likely to use advisor-managed investments (32% versus 19%) and to hold investments outside an employer plan (81% versus 54%).
Cash, confidence and the advisor opportunity
The SoFi findings echo earlier research from Vanguard, which found that more than 70% of women felt confident in their saving habits, yet 46% kept savings in accounts earning less than 3%. In that survey, 29% said guidance from a certified financial professional would encourage them to change course. Sonia Fraher, head of cash management at Vanguard, noted that identifying this disconnect creates an opportunity to reassess where savings are held.
Separately, an analysis of more than 50,000 Wells Fargo Advisors accounts from 2018 through 2024 by the Wells Fargo Investment Institute found that women took on 13% less volatility than men to achieve similar results. Women are projected to control about $34 trillion of U.S. investable assets by 2030, according to McKinsey & Co.
Lost earning years compound the pressure. Wells Fargo modeling showed that a two-year career break—more common among mothers—led to retirement savings balances roughly a third lower for women on average compared to men. Advisors who can address these confidence gaps and emphasize retirement planning may find a receptive audience, as advanced credentials can help win referrals and hybrid investors show higher defection risk, underscoring the need for tailored guidance.
