When it comes to receiving marketing materials from a financial professional, both men and women rank email as their top choice followed by website and printed brochure.

US-based Hartford Funds says that a survey it recently undertook shows that more than half of 904 investors (52 per cent) agree that men and women have different financial needs, but fewer than a quarter (24 per cent) want to work with a financial professional who tailors advice based on gender.

The top areas where respondents feel that men and women have different needs include career considerations (60 per cent), long-term care planning (56 per cent), and budgeting (55 per cent). Despite these differences, 46 per cent say that men and women should receive the same educational material on financial topics.

“While there’s been a lot of conversation in the financial services industry about gender’s role in finance, one thing is clear: investors want sound, personalized advice,” said Julie Genjac, managing director of Applied Insights at Hartford Funds. “Financial professionals must account for the different realities that men and women face without compromising the quality of advice, customization of plans, or client service.”

The firm polled consumers whose household income is $75,000+ or whose household’s total investible assets are $75,000+. The survey was conducted online by Engine’s CARAVAN® between November 1 and November 5, 2021.

Hartford Funds, founded in 1996, has about $152.1 billion in discretionary and non-discretionary assets under management.