A perspective for families—and the women leading them—on how to strengthen unity and legacy across generations.
By Andrea Costa, Esq., and Kathy Laverde, CLU®, APMA™
Women Are Driving the Wealth Story
Women already direct roughly $10 trillion in U.S. household assets, and that figure is rising fast (Washington Post, Jan 16, 2024). Between the growth of women-led enterprises, longevity, and the coming generational wealth transfer, women are redefining what it means to lead in finance. By 2030, women are expected to control much of the $30 trillion in wealth being transferred from baby boomers (Washington Post, Jan 16, 2024).
Yet 86 percent of asset managers still admit their "default" client is male (Washington Post, Jan 16, 2024). This gap isn't about ability—it's about recognition.
"We've spent decades guiding families, executives, and business owners through complex wealth and legacy planning. What we've seen, time and again, is that families grow stronger when women are active participants in the conversation—whether or not the women participating in the planning process are naturally inclined toward financial matters. Women bring perspective, patience, and a focus on people—qualities that help wealth last and relationships deepen. When you step into these conversations, you're not simply a participant. You're a leader shaping your family's financial future, modeling the importance of family unity, and shaping your personal legacy."
- Andrea Costa, Esq., VP of Wealth Strategy & Financial Planning, HORAN Wealth
"When women engage early, families stay connected. That shared involvement strengthens not just portfolios, but entire generations."
- Kathy Laverde, CLU®, APMA™, Wealth Advisor, HORAN Wealth
The future of wealth isn't defined by who holds the statements—it's defined by who shapes the story. And today, that story includes more women than ever before.
Women Outperform as Investors—A Proven Strength
Studies continue to show that women's investing style often leads to more consistent outcomes. Fidelity's review of 8 million investment accounts for its 2021 Women in Investing study found that women earned about 0.4 percent more annually than men (Fidelity via Reuters, June 17, 2017), while Warwick Business School's research of over 2,800 investors found an average 1.8 percent annual advantage for women (Warwick Business School, June 28, 2018). It's not about taking fewer risks—it's about taking intentional risks and staying the course when others waver.
"Women are often natural planners. We look beyond the next quarter or the next year—our focus is on the years and generations ahead. That steady perspective is one of our greatest strengths."
- Kathy Laverde, CLU®, APMA™, Wealth Advisor, HORAN Wealth
That mindset—disciplined, thoughtful, and values-driven—isn't caution; it's performance. Over time, it's what helps transform sound investments into lasting legacies.
Across Generations, Women Are Redefining Wealth Leadership
Leadership in wealth is now a family affair. Seventy-two percent of Millennial women report that they are the primary financial decision-makers in their households (RBC Management & Economist, 2018), and Gen Z women are entering adulthood with higher earnings and stronger interest in values-based investing (World Economic Forum, June 2019). Still, a McKinsey study of 130M investors in the US and Europe, found that 53 percent of assets controlled by women are unmanaged—compared with 45 percent for men (McKinsey, May 8, 2025).
We find that education and empowerment help close that gap. We invest time in teaching and including all generations—mothers, daughters, and granddaughters—to support the family's ability to lead together, not apart.
"Education builds confidence. When women have the tools, clarity, and knowledge they need, every generation benefits—from the matriarch business founder to the granddaughter just starting her career."
- Andrea Costa, Esq., VP of Wealth Strategy & Financial Planning, HORAN Wealth
"When women don't work with an advisor, it's rarely from lack of interest; it's because trust hasn't been built. But when women find someone who truly listens, they become powerful and intentional investors. That confidence doesn't stop with them—it echoes for generations."
- Kathy Laverde, CLU®, APMA™, Wealth Advisor, HORAN Wealth
When knowledge flows through generations, so does wisdom. That's the foundation of continuity.
The Right Wealth Team Protects More Than Money
Wealth is about far more than numbers on a balance sheet—it's about freedom, trust, and shared purpose. 87% of women define wealth as a path to financial security and freedom, and 85% see it as improving quality of life, according to a 2023 study by Edward R. Jones (World Economic Forum, June 19, 2024).
That's why the team surrounding you matters. At HORAN Wealth, our approach to holistic financial planning integrates investment strategy, estate planning, cash flow planning, insurance, legal, tax, and business-succession guidance—all coordinated to serve the family's goals.
"We take a team approach that includes the other trusted advisors around the table with the client—even if they don't work at HORAN Wealth. Our process creates seamless support for families by periodically moderating an advisors-only discussion. The goal is to agree on priorities and next steps as a team, and the structure we use ensures that all expert voices are properly considered—not just the loudest or most persistent."
- Andrea Costa, Esq., VP of Wealth Strategy & Financial Planning, HORAN Wealth
"A great financial plan is only as strong as the people behind it. My job is to make sure my clients are supported by the best—a team that brings wisdom, integrity, and collaboration to every decision."
- Kathy Laverde, CLU®, APMA™, Wealth Advisor, HORAN Wealth
This intentional communication goes a long way in helping families feel confident and cared for because it removes the burden of ferrying information from one advisor to the next. Families are busy, and even the most sophisticated advisors can get it wrong as a group when communication is disjointed. This continuity-of-care approach helps ease the burden of coordination and supports decisions that reflect both structure and emotion. It's how families often gain greater peace of mind—and how wealth becomes a tool for unity rather than tension.
Five Moves That Build Confidence and Legacy
Women of wealth have the power to shape both their finances and their family culture. These five moves help turn planning into leadership and intention into legacy.
- Align Wealth with Family Values - Use family meetings or philanthropy to connect financial decisions to shared purpose. When values lead, unity often follows.
- Engage the Next Generations - Include daughters and granddaughters early. Education now helps prevent confusion later, creating confidence and continuity.
- Claim Your Seat—and Express Your Goals Clearly - Confidence grows from clarity. When women articulate their goals, their advisors can align every strategy around what truly matters.
- Choose Advisors Who Listen - Partnership begins with understanding. Effective advisors listen first, plan second, and make sure your vision guides the process.
- Balance Strategy and Relationships - Financial plans should strengthen both portfolios and people. At HORAN Wealth, strategy and empathy work hand in hand to help families thrive.
"I don't want to meet my clients' children at the funeral and wonder whether to offer a hug or a handshake. When I already know the children, they seem to feel better supported. Parents cannot remove the weight of grief from the shoulders of their children, but they can remove some stress and anxiety if the children are comfortable with key advisors before an emergency arises."
- Andrea Costa, Esq., VP of Wealth Strategy & Financial Planning, HORAN Wealth
"When you think ahead, you take control of your story. That's where confidence begins and how legacies are built.
- Kathy Laverde, CLU®, APMA™, Wealth Advisor, HORAN Wealth
Women across generations are not just participants in the wealth conversation—they are leading it. When guided with intention and supported by the right team, women ensure that wealth reflects both their values and their vision.
Your leadership, insight, and influence are essential to building a legacy of purpose and prosperity. HORAN Wealth will walk beside you every step of the way.
About the Authors
Andrea Costa, Esq., Vice President of Wealth Strategy & Financial Planning, guides executives, business owners, and multigenerational families through the complexities of wealth strategy. Prior to joining HORAN Wealth, she focused her law practice on complex estate planning and served as business succession team leader for a large, regional law firm. She brings specialized knowledge in financial planning, business succession, estate tax strategy, charitable planning, and dispute resolution. Andrea partners closely with attorneys, accountants, and bankers to coordinate strategies across a client's advisory team. Her unique combination of creativity, legal expertise, and collaboration makes her a trusted resource for families and businesses desiring to navigate challenges, preserve harmony, and shape a lasting legacy. 513.587.2729, AndreaC@horanwealth.com
Kathy Laverde, CLU®, APMA™, is a Wealth Advisor and Fiduciary with over 30 years of experience in the financial services industry. Kathy partners with clients to define their core values and priorities, then collaborates with her team to create customized financial strategies. She is committed to building lasting relationships with clients and their families, going beyond just achieving financial goals. 513.535.2188, KathyL@horanwealth.com
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The information herein has been obtained from sources believed to be reliable, but we cannot assure its accuracy or completeness. Neither the information nor any opinion expressed constitutes a solicitation for the purchase or sale of any security. Any reference to past performance is not to be implied or construed as a guarantee of future results. Market conditions can vary widely over time and there is always the potential of losing money when investing in securities. HORAN Wealth and its affiliates do not provide tax, legal, or accounting advice. This material has been prepared for informational purposes only and is not intended to provide and should not be relied on for tax, legal, or accounting advice. You should consult your own tax, legal, and accounting advisors before engaging in any transaction.