The Growing Gender Investment Gap
Financial broadcaster and journalist Iona Bain has made a surprising confession: she's taking a break from active investing. Despite having written a book about stock market investing, Bain admits she's gradually selling her stocks and shares Isa investments, moving towards safer options like Exchange Traded Funds (ETFs) and gold.
Why Women Are Changing Investment Habits
Bain explains that entering her 30s brought shifting priorities, including saving for a property and potential family costs, particularly challenging in south-east England where housing requires substantial liquid funds. The need for readily accessible money makes long-term stock market investments feel increasingly impractical.
Additional factors influencing this decision include media predictions of another stock market crash, concerns about the AI investment bubble, and general uncertainty around inflation, interest rates, and job security. For many women, childcare costs, career breaks, and life's unpredictability make tying up money for five to ten years feel unrealistic.
Industry Research Reveals Problematic Approach
Investment platform eToro has analysed more than 80 reports and campaigns about women and investing published between 2020 and 2025. Their research found that 57% of these took a negative and patronising angle, often reinforcing stereotypes about women lacking confidence and being risk-averse.
The platform, which became popular among amateur traders interested in cryptocurrencies and tech stocks, acknowledges it needs to move away from its bro image. eToro's research reveals the UK's gender investment gap now stands at a staggering £678 billion.
Successful women investors on the platform, like Heloïse Greeff who manages approximately £3.8 million in assets, remain notable exceptions rather than the norm.
A More Understanding Approach Needed
Rather than blaming women for not investing, the financial industry needs to meet them where they are. There may be periods in women's lives when investing significant amounts - or anything at all - isn't feasible. The key is keeping the door open and viewing investing as something to return to when circumstances allow.
Bain maintains her commitment to retirement savings through her personal pension and Lifetime Isa, essential for a self-employed woman without workplace schemes. She expresses hope that, like Ross and Rachel in Friends, her break from active investing outside retirement funds is temporary.
The conversation needs to shift from seeing investment as a test of courage to recognising it as a flexible tool that can adapt to different life stages and priorities.
