The financial services industry has long attributed the low participation of women in investing to a supposed lack of confidence. However, findings reveal that this perspective not only misrepresents the issue but also exacerbates it. An examination of over 80 reports and campaigns from UK financial firms between 2020 and 2025 indicated that 57% depicted women’s confidence in investing negatively. Common narratives painted women as “nervous,” “unsure where to start,” or “afraid of losing money.” In contrast, only a minority of 21% presented women in a positive light, focusing on their qualities such as patience and a long-term approach.
The way this narrative is framed matters significantly. Research conducted with 2,000 women from the UK found that nearly 20% felt discouraged from investing after hearing about their supposed lack of confidence. About a quarter felt patronized, and 17% reported a drop in motivation due to these negative messages. This framing has been critiqued as not just benign commentary but potentially harmful, effectively undermining the very aim of encouraging female investors.
Contrary to industry stereotypes, numerous studies highlight that women actually achieve superior investment returns when compared to their male counterparts. Research from Warwick Business School indicated that female investors outperformed men by approximately 2% annually. Women’s investment behaviors—such as inquiring more, taking calculated risks, and adopting a more cautious approach—often lead to better financial results.
Encouragingly, it has been shown that when positive reframing occurs, women’s responses improve significantly. For example, when presented with the headline that “Women investors outperform men by 4%,” 26% of non-investors expressed an interest in learning about investing, and overall motivation surged by 44%.
Beyond messaging, representation remains a vital issue within the industry. Findings suggest 41% of women feel they cannot relate to public discussions on investing, with over half indicating that the conversation is predominantly male-led. A significant disparity exists in financial media, where men are featured 75% of the time, often in leading roles, while women frequently appear in subordinate positions.
Academics have pointed out that branding women as lacking confidence diminishes their proven abilities. Such negative stereotypes are impactful and counterproductive, fostering a wider gender investment gap.
In the UK, the disparity in investment behavior has reached a staggering £678 billion, equating to the size of Switzerland’s economy. With approximately 3.3 million more men investing than women—a gap that has widened in the past year—there is an urgent need to address this imbalance.
An advocacy campaign called Loud Investing has been launched to tackle these issues, featuring figures such as Jill Scott, a former professional footballer. Drawing parallels between success in sports and investing, Scott emphasizes the values of discipline and patience, noting that both require long-term commitment rather than quick gains. The campaign aims to reshape the narrative surrounding female investors and encourages dialogue about financial empowerment among women.
Ultimately, the mission of initiatives like Loud Investing is to create a more inclusive and supportive environment for female investors. By sharing knowledge and fostering open discussions about finance, the campaign hopes to dismantle existing stereotypes and bridge the gender investment gap, empowering more women to engage in the investment landscape.