When working with advisors, women value returns, plain language, respect and understanding of life goals; confidence challenges persist

TORONTO, Nov. 26, 2025 /CNW/ – The Canadian Investment Regulatory Organization’s (CIRO) Investor Advisory Panel (IAP) has published research confirming that women invest less and feel less confident when it comes to investing, when compared with men.

The report found that women save and invest much less, feel less confident about investing and are more risk averse in their approach to investing, than men. This difference is especially pronounced among younger women, age 18 to 34, who are more likely to report being unsure where to start if they wanted to invest.

The report also found when working with an advisor, both men and women value returns and investment performance. However, women who work with an advisor place greater value on their advisor speaking without jargon and treating them with respect.

“This research underscores the importance of recognizing women investors and their unique needs—and provides insights into how the investment industry can meet those needs,” said Dorothy Sanford, Chair of the IAP. “By better understanding their experiences, motivations and barriers, we can help shape a more inclusive investment environment—one that supports confidence, access and long-term financial well-being for all Canadian investors.”

CIRO’s Investor Advisory Panel (IAP) has a mandate to perform independent research, advise on regulatory issues and to convey issues of concern to investors for consideration by CIRO. Produced with Innovative Research Group, the study investigated women’s experiences and behaviors as investors, and their experience working with advisors.

Highlights

Women invest and save less often than men

• 43% of women identify as investors, compared with 56% of men.

• 41% of women say they save at least $5,000 per year, compared with 52% of men.

• However, differences in saving and investing are largest for people making less than $60,000 annually. The gap between men and women closes entirely beyond $100,000 of personal income.

Women report feeling less confident investing and being more risk averse

• 47% of women report feeling confident about investing, compared with 66% of men.

• 22% of women are more likely to say that they don’t know where to start, compared with 12% of men who reported the same.

• If they do invest, women have a lower risk tolerance when compared to men. 27% of women have a very low risk tolerance and 34% report a low risk tolerance. Whereas 16% of men reported having a very low risk tolerance and 29% had a low risk tolerance. Of women, 61% identify with a lower investing risk tolerance compared with 45% of men.