Targeting Investment-Wary Women American Banker (10/10/00) Vol. 104, No. 40 p.1; Bach, Deborah
A Harris Interactive survey of 900 adults found that
twice as many women as men, 48 percent to 24 percent,
respectively, called investing "scary," and 54 percent of the
women likened it to gambling. Last week, Charles Schwab & Co.
launched Women Investing Now to focus on increasing market share
by attracting women investors who have been reluctant to play the
stock market. The centerpiece of the program is a women's
Internet portal on Schwab's Web site aimed at overriding myths
about the stock market and providing information about how
different investments can help people. Fidelity Investments is
engaged in a similar initiative, developing planning tools,
seminars, Web broadcasts, and other educational events aimed at
increasing its female customer base. Fidelity sees potential for
growth in this area because only 35 percent to 40 percent of its
customers are women.