Honors Program Theses

Award/Availability

Open Access Honors Program Thesis

First Advisor

Brett C. Olsen

Keywords

Financial planners--Public opinion; Individual investors--Attitudes; Financial planners--Sex differences;

Abstract

This research examines the gender preferences of female clients when selecting a financial planner. While an increasing number of women are seeking financial advice, the percentage of female financial advisors remains relatively low, with even fewer holding the prestigious Certified Financial Planner designation. The disproportionate representation in the field raises concerns that, if women prefer to work with female financial planners, their needs may not be fully addressed. Through a survey utilizing conjoint analysis, this study determines if implicit gender bias exists when clients choose a financial planner, without directly asking clients about their preferences. Findings indicate that female respondents have a consistent preference for a financial planner of the same gender. This was clear even when the qualifications of their profiles were nearly identical to those of the male profiles. This suggests that the current number of female financial planners may not be sufficient to meet the growing demand, emphasizing the need for greater support in encouraging women to enter the profession

Year of Submission

2025

Department

Department of Finance

University Honors Designation

A thesis submitted in partial fulfillment of the requirements for the designation University Honors

Date Original

2025

Object Description

1 PDF file (54 pages)

Language

en

File Format

application/pdf

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