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There was a time—not long ago—when residential real estate was a man’s world. After World War II, the professional Realtor was almost always male by default. Women typically stayed home, raising children and managing the household budget. Their contributions were essential but often unseen and rarely tied to their own income or financial independence. The idea of women building careers outside the home wasn’t widely accepted or encouraged.
Then came the 1960s, and society began to shift. Inflation started to rise, and lifestyles changed. Dual-income households became less of a luxury and more of a necessity for many families. Yet even as women began stepping into the workforce in greater numbers, traditional gender expectations remained. Motherhood, for most, still came first. This left women looking for a career path that offered flexibility, the ability to balance work and family, and opportunities for financial independence—all without compromising their roles at home.
Real estate provided exactly that. It didn’t require rigid 9-to-5 hours or climbing a corporate ladder dominated by men. Success in real estate rewarded qualities like grit, determination, emotional intelligence, and strong local connections—traits that many women brought to the table in abundance. It was a career that allowed women to build their own schedules, foster relationships in their communities, and create an income that was entirely their own. In short, it was a perfect fit.
The impact was staggering. In 2024, women made up 64% of all Realtors in the U.S., according to the National Association of Realtors. To put this into perspective, in 1978, that number was just 21%. Over the decades, women didn’t just join the industry—they transformed it. What once was a male-dominated profession became a space where women thrived, building successful careers and reshaping the narrative of what a Realtor looks like.
This isn’t just an evolution—it’s a revolution. Women didn’t just step into real estate; they took it over, proving that opportunity and hard work can break down even the most deeply rooted barriers. And today, their impact on the industry is undeniable, as they continue to lead and innovate in a profession that helped redefine their place in the workforce.
Today, financial services stand where real estate was 40 years ago: a male-dominated space, consistently underestimating women, and woefully unprepared for the change that is already happening.
Here’s what’s coming: The $124 trillion Great Wealth Transfer is in motion. Over the next two to three decades, the majority of this wealth will shift into the hands of women—as wives, daughters, granddaughters, and business leaders. They’ll inherit it, take control of it, and redefine how it’s managed. They’ll make investment decisions, grow their portfolios, and in many cases, advise others on how to do the same.
This shift isn’t just about women gaining wealth; it’s about how they’ll reshape the financial landscape entirely. Women won’t just want representation in financial services—they’ll demand it. They’ll expect products, advisors, and strategies that reflect their needs and ambitions.
As Whitney Wolfe Herd, CEO of Bumble, aptly puts it:
“The future of finance is female not because women are better—it’s because they are ready.”
The financial industry must evolve to meet this reality. Those who adapt will thrive, and those who don’t risk falling behind in this unprecedented transformation. The future isn’t just female—it’s equitable, dynamic, and inclusive.
For WealthWave leaders, this isn’t just a demographic trend—it’s a tidal wave of opportunity. And you are standing on the shore, ready to ride it. Here’s why it’s time to go all-in on women and why the potential for growth has never been greater:
1. Flexibility Still Wins
In the world of financial services, flexibility is a game-changer—especially for women. Just like in real estate, this career offers the freedom to design a schedule that fits around life, not the other way around. Women don’t have to choose between their careers and being the moms, daughters, or caregivers they want to be. They can have both, building six- and seven-figure practices while staying true to their personal priorities. This industry thrives on a structure that aligns with their values and creates opportunities for success without sacrificing what matters most.
2. Women Want Purpose
For many women, work isn’t just about earning a paycheck—it’s about finding meaning and fulfillment. The WealthWave mission, which focuses on teaching families how money works, offers not only financial rewards but also the opportunity to make a real difference in people’s lives. Women are drawn to work that aligns with their desire to create positive change, and this mission resonates deeply. Helping others achieve financial literacy and security is more than just a job—it’s a calling.
3. The Market Is Ready
The financial industry is at a tipping point. A staggering 95% of women will be the primary financial decision-maker in their household at some point in their lives. Yet nearly 70% of women report feeling underserved by the financial services industry. This is a massive gap waiting to be filled. Women are looking for financial guidance, and they want it from people who truly understand them. The time has never been better to meet this demand and close the gap with empathy, education, and trust.
4. The Industry Needs Them
The financial world is evolving, and so are the needs of modern clients. Women bring strengths that aren’t just valuable—they’re essential. Traits like empathy, trustworthiness, education, and emotional connection are no longer “nice-to-have” qualities; they’re competitive advantages. Today’s clients want advisors who understand their unique situations, who listen, and who prioritize their goals. Women naturally excel in these areas, making them an indispensable asset to the industry and a key to its future success.
At WealthWave, we are proud to have a team comprised of over 40% women—more than double the financial industry’s average, which remains under 20% in 2024. This achievement reflects our unwavering commitment to the future. We strive to create meaningful opportunities and empower women to thrive and lead within the financial sector, fostering an environment where everyone can succeed.
“When women take the lead in money conversations, families prosper. Communities stabilize. Futures get built. It’s not a theory—it’s a fact.”
— Kim Scouller, WealthWave Leader & Co-author of HowMoneyWorks for Women
The opportunity to empower women in financial services is not just about creating successful careers—it’s about transforming lives, families, and communities. The potential is limitless. Are you ready to be a part of the wave?
Still not convinced the financial industry is ripe for transformation? Let’s take a closer look at what’s happening—and the proof is right there on the bookshelf.
TheMoneyBooks series isn’t just making waves—it’s leading the personal finance space, dominating bestseller lists for the past five years. These books are revolutionizing the way Americans learn about money, empowering individuals to take control of their financial futures.
Here’s what sets this movement apart: The last two books in the series were co-authored entirely by women.
These are not niche titles or one-off successes. They are transformational tools being used across the country. Schools are incorporating them into their curriculums, workshops are drawing from their lessons, and families are using them to start essential conversations about money management. Boardrooms are even turning to these books to educate leaders on financial literacy. These are more than books—they are education with authority. And behind that authority? Women.
So who’s making this all possible? WealthWave.
WealthWave is the driving force behind this movement. They have the message, the momentum, the materials, and the expertise to lead this charge. They see what others don’t: The market is ready for change, and so are they.
But here’s the thing. Do YOU see it?
Do you truly understand the financial tsunami rolling through our industry? Because this isn’t just another passing trend or sales cycle.
This is the greatest economic opportunity any industry has ever witnessed—and it’s happening now.
As Sharon Lechter, co-author of HowMoneyWorks for Women, says:
"Money flows to those who educate first and serve best. Women are doing both."
WealthWave is here, ready to lead. The question is, are you ready to join the movement?
This moment calls for bold, intentional leadership. Women won’t simply “drift” into this business—they need to be invited, inspired, and equipped to see their potential and take action. It’s about creating a space where they feel seen, valued, and empowered. Here’s how you can lead the way:
1. Speak to Her
Use language that resonates with her values and aspirations—words like purpose, ownership, and freedom. Stop selling it as just a job or a paycheck. Instead, present it as a mission she can own, one that aligns with her goals and ambitions. Show her how this opportunity can give her the tools to design a life of independence and impact.
2. Showcase Her
Representation matters. Celebrate and highlight stories of women who have succeeded in this business. Feature their successes in presentations, campaigns, and team meetings. Visibility creates belief—if she sees someone like her breaking barriers and achieving her goals, she’ll believe she can do it too. Share concrete examples of their journeys, from their challenges to their triumphs, to make their victories relatable and inspiring.
3. Support Her
Recruitment is just the beginning. True leadership lies in development. Invest in mentoring, coaching, and providing her with tools for continuous growth. Don’t just show her a path to earning an income—show her a path to influence. Help her build confidence, expand her skill set, and develop a clear vision of her future. Be the leader who elevates her to see possibilities she never imagined.
“Leadership is about multiplying belief. When you speak that belief into women, they won’t just join your team—they’ll run with it.”
— Sara Blakely, Founder of Spanx
Empowering women isn’t just about building teams—it’s about building futures. Start by leading with purpose, and watch them soar.
This isn’t just theory—it’s happening right now.
Some WealthWave leaders are building all-women teams by focusing on what matters most to women: flexibility, a meaningful mission, and balancing careers with motherhood. By connecting in ways that truly resonate, these leaders are achieving remarkable results.
Others are taking bold steps by hosting women-only WealthWave events. These gatherings create a supportive, empowering space where women feel inspired to take control of their financial futures. The results? Recruitment numbers are soaring, proving the power of community and connection.
These leaders aren’t waiting for change—they’re driving it. They saw the opportunity to bring more women into WealthWave and took action to make it happen.
The best part? You can do the same. The chance to lead, inspire, and grow is right in front of you. Are you ready to seize it?
Right now, there are incredible women in your life who are ready for this business. They might not know it yet—but you do. These are the women who have the potential to lead, inspire, and create lasting change, and all they need is the opportunity to unlock that potential.
The wave is here, gaining momentum. You have a choice: you can ride it and be part of something transformative, or you can watch it pass by. But if you’re bold enough to take action, brave enough to challenge the status quo, and visionary enough to see the change that’s possible, you can help lead the next great takeover.
Let’s build the most powerful financial education movement in history—with women leading the way. Together, we can change lives, break barriers, and create a brighter, more financially secure future for generations to come.
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