MY ACCOUNT

If we made women’s unique strengths, concerns, and preferences the financial norm, what would we see?

Learn to invest like a woman. Download the third edition of Our Book.

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Humphreys - Rewriting the Rules Featured In - San Francisco Chronicle

Power of the Purse

At Treehouse Wealth Advisors, we’ve been fascinated by the stereotypes that still permeate discussions about women and money.

These phrases probably sound familiar   → → → → → → → → →

In the third edition of our book, we continue to unravel the intricacies around women, money, and personal finance to distinguish myths from reality. Our research shows women are a growing force, yet today’s financial institutions were built by and for men, so the “norm” still does little to reflect their strengths and preferences.

So, we pose some essential questions:

What would happen if we flipped the narrative and designed the world of personal finance using women’s strengths as the starting point? What if those strengths were seen as an advantage rather than something to accommodate?

What would a financial firm built for women actually look like — and what does it mean to “do money” like a woman?

At Treehouse Wealth Advisors, we’ve been fascinated by the stereotypes that still permeate discussions about women and money.

The phrases below probably sound familiar: 

  • Myth 01: Men Are Better Investors Than Women
  • Myth 02: Emotions and Personal Values Should be Kept Separate From Money and Investing
  • Myth 03: Women Are More Risk-Averse Than Men
  • Myth 04: Women Lack Confidence When It Comes to Money
  • Myth 05: Women Are Less Interested in Investing
  • Myth 06: Women Are Less Knowledgeable About Math and Investing
  • Myth 07: Women Need Extra Help Understanding Their Finances
  • Myth 08: Women Can’t Save Because They Spend Money Irresponsibly
  • Myth 09: Women Will Save Enough for Retirement if They Set Up a 401(k) and Play by the Rules
  • Myth 10: We Should Focus Our Time on Fixing the Gender Income Gap, Not the Wealth Gap

In the third edition of our book, we continue to unravel the intricacies around women, money, and personal finance to distinguish myths from reality. Our research shows women are a growing force, yet today’s financial institutions were built by and for men, so the “norm” still does little to reflect their strengths and preferences.

So, we pose some essential questions:

What would happen if we flipped the narrative and designed the world of personal finance using women’s strengths as the starting point? What if those strengths were seen as an advantage rather than something to accommodate?

What would a financial firm built for women actually look like — and what does it mean to “do money” like a woman?

Invest Like a Woman

For each myth we explore, we make observations and recommendations. Put it all together, and what does it look like to “do money” like a woman? Here are our guiding principles:

Define Success on Your Own Terms

We’re talking about more than just financial metrics. True success comes from accomplishing your goals — by achieving your heart’s desire and living your best life. We pledge to challenge ourselves to think past one-dimensional measurements, like rate of return, and instead choose to focus on enriching the parts of our lives that matter most to us.

Collaborate and Share Wisdom With Like-Minded Women

Living in possibility means opening our hearts and minds to each other. We believe in sharing our stories and experiences with our family, friends and colleagues. In doing so, we learn from and empower others to achieve their hopes, dreams and goals. And most importantly, we truly believe that when we support and lift each other up, we are all more effective, smart and successful.

Put Unnecessary Complexity to Rest

Our financial goals and priorities are real, profound parts of our lives — and they deserve to be handled with the utmost authenticity. We speak to our clients in simple, straightforward terms, without condescension or presumption. Through it all, we lead with compassion and encouragement, while helping our clients recognize, and feel confident in, their knowledge and abilities.

Approach Money Management With Acceptance and Positivity

We commit to a service philosophy that is grounded in strong relationships and deep connection. Investors are interesting and passionate human beings; they are not their balance sheets. We believe that talking about the values behind the numbers is crucial to achieving financial success. Harnessing our emotions can be a powerful tool for positive change and better financial outcomes.

Talk About the Process

Financial advisors excel at focusing on the analytical side of investing — and they’re pros at crunching the numbers behind any long-term projection. But that’s only part of it. They must also work just as hard to acknowledge and learn about the values that lie at the core of their clients' financial decisions. We pledge to always serve our clients and the broader community of investors from a place of truth and transparency (while always embracing our inner nerds).

Make Room for Expertise and Empathy

The financial world is often characterized as stuffy and sterile — emotionless. But we choose to believe a different story. So often, the financial situations we face in our lives are deeply personal and emotional. We believe that financial matters require both expertise and empathy, in equal measure. Anyone who focuses on one at the expense of the other is presenting a false choice.

Empower Clients With Education and Support

Your mother was right: There is no such thing as a stupid question. Like most things in life, financial knowledge is power. The right education can make all the difference in critical financial decisions — and we pledge to arm our clients with the tools and resources they need to do so successfully, without judgement or disdain.

Engage in Crucial Conversations

Remember: Bringing empathy to the table doesn't necessarily mean you have to embody Pollyanna. As advisors, we will always be willing to tackle the tough stuff and ask important questions with kindness, compassion, realism and candor. By engaging in these conversations — be they difficult, awkward or celebratory — we put our clients on the path toward long-term financial success.

Vote With Our Dollars — and Make Them Count

Our commitment to women’s empowerment and success extends far beyond the realm of our industry. We direct our financial resources to enterprises — local and national alike — whose brands embrace our values. We support the companies whose products and services take women seriously and afford them the respect we all deserve.

Bring Ambitious Women to the Forefront

We champion women who own their ambition — women who are unapologetic about who they are and what they want out of their personal and professional life. We see the word, “ambition,” in a positive light and embrace it as our new normal, something we all aspire to be.

The Authors

Diane Bourdo, CFP®
Private Wealth Advisor

Diane has dedicated her life’s work to helping clients make smart financial decisions. For nearly 30 years, she has implemented investment management and financial planning strategies that allow our clients to create lives that reflect their values. She is also a passionate champion of women. Nothing is more gratifying to her than seeing a client discover, and step into, her financial power.

Hallie Kraus, CFP®
Financial Planner

After completing her degree in psychology at the University of California, Santa Cruz, a career in the financial services industry may have seemed to some an unlikely path. Hallie first provided counseling at Consumer Credit Counseling Service where she worked with clients on a wide range of financial planning topics. Next stop, Merrill Lynch. She created comprehensive financial plans and conducted regular client reviews to analyze and monitor their goals – and converted them into action steps to ensure success.

We Invite You to Join Us!

Let’s start talking about women and money in an unapologetic and unabashed way. For our part, we will continue to address the challenges our clients face, encourage them to venture outside their comfort zone, and empower them to recognize the strengths they already possess, in finance and beyond.

Get in Touch