Across different generations, women investors are taking control of their financial future.

Economic pressures from inflation and recession fears are affecting all Americans, but these factors compound the financial stressors that many women investors commonly face.

Nationwide recently polled over 1,000 women investors as part of our Advisor Authority survey, powered by the Nationwide Retirement Institute®. The results from our survey highlight differences in the financial challenges faced by women across generations, along with opportunities for financial professionals to personalize their guidance to the individual needs of their women clients.

Financial priorities differ among women investors across generations.

After covering basic household expenses—the top financial commitment for the next 12 months among women of all generations (67%)—women investors are making moves to improve their financial futures in different ways. Younger women are prioritizing immediate needs like reducing debt, while women in the boomers+ generations are planning for the costs of living in retirement.

Mom, grandmother, and granddaughter looking at a tablet and smiling.

Top financial commitments over the next 12 months (after basic household expenses): Broken out by generation.

While near-term financial needs may get more attention from many women investors, it’s also important they take a longer-term view and make moves today that can help them become financially secure tomorrow. Financial professionals can play a crucial role in helping women clients plan holistically for their future.

Two in three women investors say their careers have been impacted by caregiving responsibilities.

Whether it means changing career paths, working fewer hours or taking extended family leave, caregiving can have a financial impact on women by affecting their earning power throughout their careers. This is crucially important for Gen Z and Millennial women, who are entering their prime earnings years and have the opportunity to save over a long-time horizon.

Percentage of women investors who support aging parents or children that report that caregiving has had an impact on their careers:

Generation Z
(Age 18-28)

76%

Millennial
(29-44)

75%

Generation X
(45-60)

58%

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Economic pressures are changing the retirement outlook for many women investors.

Over half of all women investors (64%) said their expectations for retirement have changed significantly in the last five years. The economic pressures from daily financial commitments and caregiving responsibilities may have had a lot to do with this altered outlook.

The changes have been most significant for women in younger generations—but these younger investors also have time to make adjustments and build confidence in their ability to be financially ready for retirement.

Percentage of women investors who said their retirement expectations have changed significantly in the last five years. Broken out by generation.

Financial professionals help women investors overcome the obstacles to retirement security.

When meeting with a financial professional, Millennial women are talking mostly about managing debt, such as credit cards and student loans including repayment strategies and options with them. Gen X and Boomer women who work with a financial professional are frequently discussing solidifying their long-term retirement plans or primary retirement goals.

For their part, financial professionals are working with their women clients in different ways, including helping them meet the financial challenges of caregiving responsibilities.

What strategies are financial professionals whose clients support aging parents or children employing for their clients to help manage the financial pressures of caregiving?

Help your women clients set a course for a secure financial future.

With resources and support from Nationwide, you can design a plan to fit the specific needs of your clients, whether it’s to help women investors plan for a secure financial future or younger investors manage the financial choices they face today.

See how we can help you solve for different financial challenges.

This material is not a recommendation to buy or sell a financial product or to adopt an investment strategy. Investors should discuss their specific situation with their financial professional.

The Harris Poll, on behalf of Nationwide, conducted an online survey in the U. S. among 610 advisors and financial professionals and 2,524 investors ages 18+ with investable assets (IA) of $10K+, January 6-25, 2025. Among the investors, there were 1,145 women in total including 176 Gen Z (aged 18-28) women, 316 Millennial (aged 29-44) women, 290 Gen X (aged 45-60), and 363 Baby Boomers+ (aged 61+) women.

For complete survey methodology, including weighting variables and subgroup sample sizes, please contact Kristen Vasas-Samson at vasask@nationwide.com

Nationwide Investment Services Corporation (NISC), member FINRA, Columbus, OH.

Nationwide Retirement Institute is a division of NISC.