3 Ways Fintechs Can Use Design To Reach More Women Consumers

There’s a huge consumer segment hiding in plain sight for fintechs: women.
A report from the Financial Alliance for Women found that over half of B2C fintechs don’t conduct market research on female customers, and only 11% use sex as a criterion for segmentation. Instead, many default to a “gender-neutral” approach that often skews male, emphasizing speed, aggressive wealth-building, and individualism.
Fintechs need to design for women in mind.
This oversight isn’t just a missed opportunity—it’s a business risk. Women are known to be more loyal financial customers, yet fintechs fail to build trust with design and messaging that resonates. Here are three actionable ways fintechs can use design to better connect with women consumers.
1. Shift from Transactions to Relationships
Many fintech platforms emphasize yield, trading, and hitting financial milestones quickly. While performance matters, research suggests that women are more relationship-driven in financial decision-making. Instead of marketing purely on returns and speed, fintechs should emphasize community, long-term security, and financial well-being.
Design changes can help fintechs attract more female consumers.