Women are gaining more financial influence, inheriting more wealth, buying homes, leading households, and making more major money decisions than ever before, yet many financial brands still miss the mark in how they speak to, serve, and support women.
In this episode, I’m joined by Dr. Barb Provost, founder of Purse Strings and host of Women and Money: The Shit We Don’t Talk About, for a conversation about serving women with more intention, empathy, and practical education.
Dr. Barb created Purse Strings after seeing how often women were overlooked by the financial industry. Rather than assuming women need a softer color palette or a simplified message, her work helps financial professionals understand the real transitions, questions, and concerns women face around money.
Why Serving Women Requires More Than Good Intentions
Dr. Barb shared that the women’s market has been overlooked worldwide, and one of the most striking examples she mentioned is that many women leave their financial professional within the first year after divorce.
That is not only a retention issue. It is a trust issue.
If your client experience, website copy, podcast topics, and meeting process do not reflect the realities women are navigating, you may be unintentionally signaling that your firm is not built with them in mind.
Those realities may include divorce, widowhood, caregiving, career breaks, debt shame, unequal pay, inheritance, business ownership, and financial decision-making after years of being excluded from the conversation.
Podcasting as a Trust-Building Tool
Dr. Barb’s podcast works because it creates space for the conversations women are often having quietly. As she explained, “We just talked about what are the things that women are kind of whispering to one another because they’re afraid to say it out loud.”
That kind of content builds trust because it names what people are actually experiencing.
For financial professionals, this is where podcasting becomes powerful. Your show can educate, normalize difficult conversations, answer real questions, and help future clients feel seen before they ever book a meeting.
Authenticity Matters More Than a Perfect Studio
Dr. Barb also shared a practical reminder for anyone overthinking their podcast setup: your audience does not need you to look like a YouTube celebrity.
A clear message, a consistent setup, a decent microphone, and useful conversations can go a long way. Your audience is looking for credibility, connection, and clarity, not a flashy studio that feels disconnected from how they would actually experience you in a client conversation.
Action Steps From This Episode
- Review your website, podcast topics, and client experience through the lens of the women you want to serve.
- Create educational content around real transitions such as divorce, widowhood, caregiving, inheritance, business ownership, and retirement.
- Use stories and case studies to help listeners recognize themselves in the conversation.
- Choose podcast guests who can deepen your audience’s understanding of the decisions women are facing.
- Keep your podcast setup simple enough that you can stay focused on the message instead of getting distracted by production.
If you want to sound more clear, confident, and prepared behind the mic, download the free Script Starter Kit. It will help you outline stronger episodes, write in a way that still sounds natural, and make your podcast easier to record without turning you into a full-time content creator.
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