Financial services love to say they want to reach women. So Why Are They Still Talking to Men??

The industry loves to tout its inclusivity. Banks, fintechs, wealth platforms—they all say the right things. They publish stats about the growing influence of female investors. They nod toward “empowering women.”

And yet—when it comes time to craft the campaign, shape the product, or build the brand—it still feels like they’re talking to men.

Why? Because somewhere deep in the brand DNA is the assumption that credibility, sophistication, and cool live on the male side of the spectrum. That if you want to signal power, you default to a voice he’ll recognize. And hopefully she’ll catch on.

It’s not just outdated. It’s lazy. And expensive.