There’s a quiet shift happening in financial planning, and frankly, it’s long overdue.
For decades, the financial advice industry has been shaped around the needs, perspectives, and preferences of men. From the language used in brochures to the structure of client meetings, much of it has been, as a fellow female adviser rightly put it, “designed by men, for men.”
But where does that leave women?
Too often, the answer is: out of the conversation entirely. Whether it’s due to past experiences of being spoken over, financial jargon that feels alienating, or meetings that centre on the male partner in a couple — many women have felt excluded, judged, or simply not heard when it comes to money.
As a female financial adviser, I hear this time and again.
I’ve had clients tell me they felt too embarrassed to ask questions in past meetings. That they were made to feel like their money goals weren’t serious enough. Or that they were automatically assumed to be the “non-financial one” in the relationship.
That’s why I do things differently.
At Willow Tree Financial Services, financial planning starts with listening. Not just to numbers and goals, but to what really matters — your values, your fears, your aspirations, and your life transitions.
Women often come to me during pivotal moments: starting a business, navigating maternity leave, going through divorce, returning to work, or thinking about retirement. These are emotionally charged, life-changing milestones — not just numbers on a spreadsheet. And they deserve a space that feels safe, empathetic, and tailored.
What makes working with a female adviser different?
Of course, every adviser is unique. But time and again, research and experience show that female advisers often bring a slightly different energy to the table — one rooted in:
- Empathy and emotional intelligence: We’re attuned to the emotional side of money — not just the maths.
- Excellent listening skills: You won’t be rushed. You won’t be talked over. We take the time to really understand what’s going on beneath the surface.
- Personalised advice: No templates, no assumptions. Just a plan that fits your life.
- Collaborative conversations: We don’t hand down advice from on high — we work with you, side by side.
- Relationship-building: It’s never just about a single transaction. It's about building trust, connection, and clarity over the long term.
This doesn’t just feel better — it works better too. Clients who feel safe, understood, and empowered are more likely to take action, stay engaged, and achieve their financial goals.
Shifting the conversation
I’m proud to be part of a growing wave of women in financial services who are changing the tone of the industry — from transactional to transformational.
I’ve always believed we need to include women in the money conversation — not as an afterthought, but as a priority.
That’s why I use clear language. That’s why I invite both partners into every conversation, especially when one of them has been excluded in the past. And that’s why I build financial plans that reflect not just the pounds and pence, but the people behind them.
Because when women feel confident talking about money, everyone benefits.
It’s time to feel heard and supported
Whether you’re planning for the future, navigating a big life change, or just want someone to explain things without the jargon, you’re welcome here.
Financial planning should never feel intimidating. And you should never feel like you have to fit into a mould that wasn’t made for you.
Let’s build something better, together.
At Willow Tree Financial Services, we offer personalised advice on financial planning, mortgages, investments, pensions, insurance, and estate planning, tailored to your goals and circumstances.
We’re based in Polegate, East Sussex, and support clients across the South East and beyond.
At Willow Tree Financial Services, we offer personalised advice on Financial Planning, Mortgages, Investments, Pensions, Personal & Business Protection, and Wills, Trusts & Estate Planning, all tailored to your individual goals and circumstances.
Call us on 01323 436680, get in touch here, or book an appointment here to get started.
Stay in touch with us on social media:
http://facebook.com/willowtreefinancialservices
linkedin.com/in/rachael-panteney
http://instagram.com/willowtreefinancialservices.uk
Plus, visit our YouTube channel where you can lots of helpful financial advice videos:
http://www.youtube.com/@willowtreefinancialservices
Your home may be repossessed if you do not keep up repayments on your mortgage. The value of investments and pensions, and any income they produce, can fall as well as rise. You may get back less than you invested. The Financial Conduct Authority does not regulate wills, trusts, estate planning, and lasting power of attorney.
