16 Jul 2025
What Women Get Right About Investing, and How You Can Too
When it comes to investing, women have proven to be remarkably effective, often outperforming their male counterparts[1]. This success is rooted not only in strategy but also in a unique set of values and approaches that many women bring to financial planning. Women investors display qualities - from a commitment to due diligence to a focus on long-term stability - that contribute to resilient portfolios.
Here's a closer look at the strategies that make women excel in investing and how you can adopt these tactics to shape your own financial journey.
1. Choosing Long-Term Stability Over Short-Term Gains
Women investors are known for focusing on the long-term view rather than quick wins. This doesn't mean they avoid risk altogether, but they're selective about where they place their money and often choose investments that can grow gradually over time. Women typically set clear financial goals and stick to a steady plan.
For instance, women might begin their journey towards financial security in their 20s. These are formative years where career choices, income, and savings habits set the foundation for the future. Many young women often encounter advice around budgeting and saving, but by investing even small amounts, women in their 20s take advantage of the power of compounding. Someone who begins investing $50 a month at age 20 with an average return of 8% could accumulate more than $500,000 by retirement age.
2. Investing Based on Research, Not Headlines
Women are often diligent researchers, and that extra attention to detail tends to pay off. They are less likely to make decisions based on market trends alone. Studies show that women often trade less frequently than men, focusing on quality investments and exhibiting greater patience during market volatility. They are 8% more likely [2] than men to wait out market fluctuations, leading to more consistent returns.
Thorough research isn’t just a strength - it’s a valuable habit that all investors can develop. When choosing investments, take the time to understand what you’re investing in. Knowing what you’re investing in and why not only helps you make better choices but also gives you the assurance to weather market ups and downs.
3. Balancing Growth With Caution
Risk management is another area where women tend to shine. Research shows that women generally favour balanced portfolios[3], selecting a mix of low- and moderate-risk assets over high-risk, high-reward scenarios. This doesn’t mean avoiding risk altogether; instead, it’s about taking calculated risks that align with personal goals and don't exceed levels.
A balanced portfolio with a mix of stocks, bonds, and other asset classes allows for both security and growth potential. This balanced approach works particularly well in uncertain markets, offering both stability and a pathway to long-term gains. Knowing your own risk tolerance and investing within those limits builds confidence and ensures that your investments align with your financial goals.
4. Seeking Guidance and Learning as a Habit
Women are often proactive about seeking knowledge and building supportive networks, whether through financial advisors, mentorships, or investment groups. This willingness to learn, share insights, and seek guidance can be especially helpful in navigating complex financial decisions. Women investors tend to ask questions, seek feedback, and use advice to improve their strategies over time, which enhances their overall financial literacy and confidence.
Whether you’re just starting out or refining a long-standing strategy, having the right guidance makes a difference. At Continental, we offer the support, resources, and guidance needed to help women make informed financial choices. Partnering with a knowledgeable advisor can bring fresh insights and tailored strategies, helping you keep your long-term goals in clear focus.
5. Building wealth with purpose and resilience
Women often approach investing with a dual focus on financial security and values. Many prioritise purposeful investments that not only grow wealth but also align with personal principles, such as sustainable or socially responsible choices. ESG (Environmental, Social, and Governance) investing has become a preferred area, allowing women to support causes they care about while working toward their financial goals. Such value-aligned investing can foster a sense of control and fulfilment, turning financial planning into a meaningful pursuit rather than a source of stress.
As women navigate life’s milestones - marriage, career shifts, or family changes - financial goals and risk tolerance naturally evolve. Staying engaged with these transitions is key to keeping investments aligned with new priorities, whether that means re-evaluating risk or adjusting for cash flow changes. With the right guidance, these shifts become manageable and empowering.
Final Thoughts: Build With Intention
The qualities that make women successful investors, consistency, research, risk awareness, and values, are within reach for anyone. At Continental, we’re here to help you invest with intention. Whether you're just starting or fine-tuning your strategy, our advisors will help you build a portfolio that reflects both your values and your financial goals.
This is not just about growing wealth. It’s about creating a future that feels secure, meaningful, and uniquely yours.
Sources:
[1] https://www.nasdaq.com/articles/study-shows-that-women-investors-outperform-men-heres-why
