The way a financial adviser responds in the immediate aftermath of the death of her husband can affect a woman’s decision on whether to stay or go.
“Sometimes, women feel patronized by financial professionals,” said Natalie Colley, a certified financial planner at New York City-based Francis Financial. “They want an adviser who connects with them emotionally, who understands them on a personal level.”
“It’s about making her feel heard,” said Courtney Richardson, a Philadelphia-based attorney who runs Desired Legacy, a new financial education platform for women. “Does the male adviser make her part of the conversation? Does he validate her and see her? Does he direct questions at her or just the husband?”
Colley recently got a call from a client — a young woman whose husband had died suddenly. After hearing the news, she prompted the widow to reflect on her loss. “It was like unlocking a door,” Colley said. “She talked about how they met, how they chose their home together. It was so rich and full of information.”
“The first of everything is incredibly hard,” Colley said. “The first birthday [of the late husband], the first anniversary of his death. And she may feel so alone during the first holiday season that she’s going through.”
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