The financial services industry is experiencing an overdue wake-up call when it comes to women and money.

When you search the word “investor” in Google Images, you are instantly overwhelmed by photos of men in suits and ties, peering seriously at stock charts, pointing at computer screens together, and even holding stacks of money. When women are included in these images, they are usually standing behind their male counterparts, appearing to gently offer emotional support. The message these images convey is loud and clear: the world generally considers men to be the more skilled and knowledgeable gender when it comes to investing.

However, it turns out that assumption is simply not the case. According to a 2016 Fidelity study, female investors tend to outperform male investors by an annual average of 0.4%.

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