BMO targets women investors - MoneySense

BMO targets women investors

Neglected market becoming a force to be reckoned with


A recent panel of female Bank of Montreal (BMO) executives has come to the conclusion that the bank has done a poor job of attracting female investors.

Common complaints about BMO’s approach to investment advice include “talking down” to, or “talking past” women in favour of their husbands.

Female investors are commanding increasing amounts of capital and are looking for places to put it. Online brokerages are becoming especially popular, with a 300% increase in BMO InvestorLine accounts opened by women from 2006-2010.

Since women view finances differently and have different financial needs than men, (they tend to live longer) advisors need to cultivate a different approach when dealing with them, BMO admits.

One approach is holding a Women and Money retirement workshop. Another approach is holding a “Stocks in the City” event with martinis, a twist on the popular “Sex and the City” show and movies.