The Spousal Wealth Shift: Empowering Women to Take the Lead

Introduction: The Spousal Wealth Shift 

The largest generational wealth transfer in history is already underway. By 2048, over $124 trillion in assets is expected to change hands. Among these assets, a substantial portion will pass between spouses before reaching the next generation. What’s often overlooked is that women, particularly widows, will be the primary recipients of this wealth due to demographic trends.

Women tend to live longer than men (by an average of five years), and heterosexual husbands are usually 2-3 years older than their wives. The result? The average wealth in a couple’s household is most likely going to end up in the hands of the woman.

Developing a relationship with women will be critical to a trusted advisor.

The Horizontal Wealth Transfer & Rise of the HNW Widow

According to UBS and Cerulli Associates, $54 trillion will be transferred between spouses in the coming decades, with $40 trillion expected to go to women, primarily widows. This form of transfer, known as a horizontal wealth transfer, is poised to reshape the financial landscape.

This isn't just a transfer of dollars; it’s a transfer of decision-making power, responsibility, and legacy. For high-net-worth (HNW) women, this often means inheriting not only financial assets but also the emotional and logistical weight of managing them, often without having been part of the earlier financial conversations.

UBS’s “Own Your Worth” report found that even women with substantial assets frequently feel unprepared to manage their finances after a spouse’s death. This moment represents both a challenge and a massive opportunity for financial advisors.

The Advisor Breakup: Why 70% of Widows Switch Advisors

The most jarring statistic: 70% of women leave their financial advisor within one year of their husband’s death.

Why?

• The advisor only built a relationship with the husband.

• Meetings were dominated by financial jargon and transactional planning.

• The woman didn’t feel seen, included, or empowered.

McKinsey & Co. and Stavis Wealth confirm that this advisor “breakup” is largely preventable if the advisor takes a proactive approach in building trust with both partners before a wealth transition occurs.

Relationship with Money: A Profile of the HNW Woman

Women tend to approach money differently. According to UBS, Stavis Wealth, and InvestmentNews:

• They are more likely to seek education and collaboration.

• They prioritize security, values-based goals, and longevity.

• Many report lower financial confidence despite high intelligence and responsibility.

Nearly 83% of HNW widows report facing logistical, emotional, and confidence-related hurdles post-inheritance.

For financial advisors, the takeaway is clear: it’s not just about speaking to these women, it’s about creating space to listen with them.

Values & Relationships: The Cornerstones of Women’s Wealth Planning

For many high-net-worth women, financial decisions are deeply intertwined with personal values and relationships. Studies from UBS and Ellevest show that women are more likely than men to link their wealth to purpose-driven goals such as family support, philanthropy, and long-term impact.

Women often seek advisors who take the time to understand their life priorities, whether it is funding education for grandchildren, leaving a legacy, or supporting causes that matter to them. The advisor-client relationship matters just as much as the financial strategy.

Creating space for open conversations about why money matters to them helps women build trust and confidence. This values-first, relationship-driven approach can make the difference between an advisor who retains a client and one who is replaced after a major life event.

Education as Retention: Building Loyalty through Learning

Women who feel confident and equipped with financial knowledge are:

• More likely to stay with their advisor

• More likely to refer others

• More likely to actively engage in long-term planning

McKinsey found that advisors who invest in financial education for women clients can see up to 33% higher revenue from Baby Boomer women, and 4x faster growth with Millennial women.

Educational experiences such as workshops, one-on-one coaching, and values-based planning sessions don’t just build knowledge; they build trust.

Call to Action: Serve Her Now, or Lose Her Later

Financial firms which do not make the shift from attending only to the Baby Boomer male face substantial risk in losing their spouses once they are widowed.

Financial advisors must:

• Intentionally build relationships with both spouses, not just the primary breadwinner.

• Offer educational opportunities that empower women.

• Tailor services to women’s goals: legacy, family, impact, and longevity.

• Collaborate with financial educators to deepen relationships and client trust.

The $40 trillion opportunity is here. The question is: will you be ready when she is?

Let’s connect on how collaborative education can help you retain clients, build trust across generations, and differentiate your practice.

About the Author

Kailey Izard Welsh, MBA, CFEI

Kailey Izard Welsh is a Certified Financial Education Instructor (CFEI) with experience working with high-net-worth clients. She holds an MBA from Wake Forest and a Certificate in Private Wealth Management from the University of Chicago Booth School of Business. Currently completing her CFP experience hours, Kailey collaborates directly with high-net-worth families, particularly women and the next generation, to educate, empower, and equip them for financial stewardship.

She leads workshops including Personal Finance 101, Wealth Stewardship, and Investing Basics, helping clients align their money with their values and explore the personal and relational impact of their financial decisions.

To learn more about how Kailey partners with financial firms, visit www.wealthed.co or email Kailey at kailey@wealthed.co

Sources

• Cerulli Associates. (2021). U.S. Wealth Report. Retrieved from https://www.cerulli.com/publications/us-wealth-management

• Deloitte. (2020). Next Gen Wealth Clients: Engaging the Evolving Investor. Retrieved from https://www2.deloitte.com

• EY (Ernst & Young). (2021). Global Wealth Research Report. Retrieved from https://www.ey.com/en_gl/wealth-asset-management

• Fidelity Investments. (2022). Family Engagement & Financial Education Toolkit. Retrieved from https://institutional.fidelity.com/app/item/RD_13569_29763.html

• InvestmentNews & PriceMetrix. (2019). Advisors and the Next Generation of Investors. Retrieved from https://www.investmentnews.com

• J.P. Morgan Private Bank. (2022). Multigenerational Wealth Planning. Retrieved from https://privatebank.jpmorgan.com/gl/en/insights/wealth-planning/multigenerational-wealth

• McKinsey & Company. (2020). Women as the Next Wave of Growth in Wealth Management. Retrieved from https://www.mckinsey.com/industries/financial-services/our-insights/women-as-the-next-wave-of-growth-in-wealth-management

• McKinsey & Company. (2021). The Future of Wealth Management: Redefining Client Engagement. Retrieved from https://www.mckinsey.com/industries/financial-services/our-insights/the-future-of-wealth-management-redefining-client-engagement

• RBC Wealth Management. (2021). Preparing the Next Generation. Retrieved from https://www.rbcwealthmanagement.com/en-us/insights/preparing-the-next-generation

• UBS. (2022). Own Your Worth Report. Retrieved from https://www.ubs.com/us/en/wealth-management/women/own-your-worth.html

• Wells Fargo Private Bank. (2021). Educating the Next Generation. Retrieved from https://www.wellsfargo.com/the-private-bank/insights/family-dynamics/educating-next-generation/