2/20/2015 – Financial Advice by Demographics (The New York Times)

Feb 23, 2015 Comments Off by

When a woman calls Fidelity about her investments there, her questions are likely to be handled a bit differently from those asked by a man.

Customer service representatives are more likely to chitchat to establish rapport. And they may frame the conversation around her longer-term goals or the important people in her life — perhaps a child with a college savings account, or an elderly parent. The representative may ask more open-ended questions.

Women will ultimately receive the same guidance that would be offered to similarly situated men — but when appropriate, the representative’s conversational style may differ. Fidelity said its goal was not to patronize women or to wrap its mutual funds and services in frilly pink bows. Instead, it says it wants to connect with different people — including women — about savings and investing in a way that will resonate, based on findings from its internal research and analysis.

Read the full article at The New York Times. 

Financial Landing 2015

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