Hear from execs at The New York Times, Thomson Reuters, Trusted Media Brands and many others
‘Women are not a target market’: Confessions of a former finance marketer

Retail banks are missing out on $15 billion in global revenue thanks to a gender gap in access to checking and savings accounts.
A BNY Mellon report published last week in collaboration with the UN, cites flaws in design and marketing that make financial products less accessible to women than they are to men. For example, women tend to be in the workforce for a shorter period of time but also tend to live longer than men, so insurance or retirement savings products and the marketing for them may need a refresh.
The report identifies gender gaps on other products; financial institutions are missing out on another $7 billion in credit card revenue, $14 billion in personal loans and $4 billion in housing, the report says.
There’s no shortage of headlines and reports about how companies fall short in marketing to women: just look here, here and here. In this installment of Confessions, in which we trade anonymity in exchange for honesty, we spoke with a marketing expert who spent a decade in large financial institutions like Citi and Bank of America and now works at a fintech company, who says overarching statements about marketing “problems” are misguided and unless research comes out specifying what about the marketing isn’t working, the problem is that women are treated as a niche.
More in Marketing

Tariff-hit brands cut back on customer service reps and turn to AI chatbots to cut costs
Some brands, particularly small businesses, are laying off customer service agents or scaling back outsourced call center contracts in favor of AI chatbots.

Meta’s Superintelligence Labs is already becoming part of the pitch to marketers
The details vary but the overarching message is consistent: Meta’s reps are charged with bringing Zuckerberg’s latest vision to life.

As AI alters cost of creative, indie agencies review how they charge clients
Indies are weighing up the pros and cons of output-based pricing as gen AI usage alters the cost of creative.