Canada’s Wealth Is Going Female. It Is Time Our Advisors Did Too.

If you have noticed more women talking about money, investing, and building wealth, you are not imagining it. Across Canada, women are stepping into financial power in a way that previous generations could only dream about. They are earning more, inheriting more, and making more of the day to day financial decisions at home and in business.

Here is the catch. While women’s financial influence is rising, the industry that is supposed to support them is still catching up. Women clients are in demand, but women advisors are still underrepresented and often underestimated. At Laideen & Co., we see that gap clearly, and we see the opportunity inside it. This article looks at where women advisors stand in Canada today, why their voices matter so much, and how you can use this shift to your advantage.

Breaking the Barrier: Women Advisors in Canada

Across Canada, women are increasingly driving the country’s financial future. Canadian women are expected to control close to half of all accumulated financial wealth, with some estimates putting that at roughly $4 trillion in assets within a few years. The money is very real. The influence is very real. Yet only about 15 to 20% of financial advisors in Canada are women. That gap is not just a statistic. It is a red flag that the industry has not fully caught up with who is actually holding the purse strings.

Women advisors still run into a mix of structural and cultural barriers. Research on women in wealth management points to limited access to senior sponsorship, a shortage of visible role models, and an “old boys’ club” culture in some firms that quietly nudges women out of the room. Many women report feeling pressure to be twice as prepared and twice as perfect just to be seen as equal, all while juggling expectations around caregiving and work life balance.

Here is the twist. Firms that actively recruit, retain, and promote women advisors are not just doing the right thing morally. They are doing the smart thing financially. Diverse advisory teams are better positioned to understand the needs of a changing client base, especially as more women inherit wealth, build businesses, and become primary decision makers. For Laideen & Co., this is not a diversity checkbox. It is the mission: empowering women in finance, whether they are sitting across the table as clients or leading the conversation as advisors.

Why Women Clients Need Female Voices in Finance

As women’s wealth grows, so does their desire for advice that feels human, not hollow. Studies in Canada and globally show that many women prefer to work with female financial advisors, especially when discussing sensitive topics like divorce, caregiving, aging parents, or starting over after a financial setback. It is not about excluding men. It is about finally feeling seen, heard, and understood.

Women investors often look for a different style of advice. Less jargon, more clarity. Less sales pitch, more partnership. They tend to value collaboration, education, and long term planning over quick wins or flashy stock picks. They want someone who will take the time to explain, not just impress. Surveys of women clients show that they are more likely to stay loyal to advisors who listen carefully, communicate clearly, and consider the full picture of their lives, not just their portfolio balance.

This is where female advisors bring a powerful perspective. They are often uniquely attuned to the financial realities that many women face: income gaps, career breaks for caregiving, the emotional weight of supporting family, and the desire to build wealth that benefits the next generation. When women sit down with an advisor who truly gets it, the conversation shifts from “Am I doing this right?” to “How can I use my money to build the life and legacy I actually want?”

For women of colour, representation is not a nice to have. It is a game changer. Seeing a Black woman, for example, in a leadership role in finance sends a clear message: you belong in this conversation, and your goals are valid. That sense of belonging can be the difference between avoiding financial planning out of fear and stepping into it with confidence.

How You Can Leverage This Shift for Your Financial Future

So what does all of this mean for your own money journey? The rise of women’s wealth, combined with the push for more women advisors, creates a powerful window of opportunity. You do not have to wait for the industry to fully catch up before you start making moves. You can start right where you are, with what you have, today.

First, be intentional about who you choose to work with. Your advisor is not just someone who manages numbers. They are someone who will see behind the numbers. Look for an advisor who respects your goals, speaks your language, and is willing to educate rather than intimidate. If you prefer to work with a woman advisor, say that out loud. It is a valid and strategic preference, especially if it helps you feel more comfortable sharing the full story behind your money decisions.

Second, use this moment to get organized and proactive. Whether you are managing debt, investing for the first time, or fine tuning a growing portfolio, the right advisor can help you build a plan that reflects your values and lifestyle. Tools like dedicated planners, clarity exercises, and regular review meetings can turn financial planning from a one time event you dread into an ongoing, empowering habit you actually look forward to.

Finally, remember that your financial decisions do not just affect you. When women take control of their money, they influence families, workplaces, communities, and the next generation. Choosing to work with an advisor who understands that impact is one more way to close the gap between where the industry is today and where it needs to be.

At Laideen & Co., we see every woman client and every woman advisor as part of the same story: women claiming their place in Canada’s financial landscape and building multi generational wealth on their own terms.

If you are ready to have a different kind of money conversation, one where your goals, values, and lived experience are front and centre, this is your moment to step forward. The landscape is changing. Women are leading more of the financial dialogue. Your only job now is to decide how actively you want to participate in it, and to choose an advisor who is ready to walk that journey with you.