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Insight of the Day: Couples and financial habits: Insights from a life insurance survey


  • A survey conducted by New York Life revealed differences in financial confidence and knowledge between married men and women.

  • Men are more likely to feel self-esteem in their financial management, while women feel more pressure.

  • Women feel most proficient in paying bills, maintaining credit limits, and saving for emergencies.

  • Men report greater involvement in financial decision-making, with two-thirds saying they make all or most decisions.

  • Both genders spend an average of six hours per week on financial matters, but the tasks they focus on differ.

  • Women are less knowledgeable in areas like insurance, pensions, and investments compared to men.

Key Takeaway:

The survey highlights a significant gender gap in financial confidence and knowledge among married couples, with men generally feeling more empowered and involved in financial decision-making.


While women are actively involved in household financial management, they may lack confidence and knowledge in certain areas compared to their male counterparts.


  • There is a need for increased financial education and empowerment for women within married couples.

  • Financial advisors play a crucial role in assisting both men and women in managing their finances effectively.

  • Open communication and collaboration between partners are essential for healthy financial decision-making in households.

Implications for Brands:

  • Financial institutions and advisors should tailor their services to address the specific needs and knowledge gaps of both men and women.

  • Offer educational resources and workshops to empower women to make informed financial decisions.

  • Develop marketing campaigns that promote financial literacy and encourage open communication between couples about finances.

  • Create financial products and services that cater to the unique preferences and needs of both men and women.

  • Partner with organizations that advocate for women's financial empowerment to expand reach and impact.

By acknowledging and addressing the gender gap in financial confidence and knowledge, brands can build stronger relationships with their customers and contribute to a more equitable financial landscape for married couples.


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