Culturally the God of wealth in India is a woman and now our finance minister too, yet traditionally men have been known to lead the financial investment decisions for the family. But with the rising number of working women, individual working women at that, investment decisions are increasingly now being wielded by Her. As per a report with a third of the world’s health under their control, they have become a sizeable force (adding $5 trillion year-on-year). Despite the increasing power of the woman’s purse strings, they remain largely underserved by the wealth management community. Too many financial brands rely on some broad assumptions to communicate with them or develop their products and services that are sensitive to this segment.