Business Trends

CPA Firm in Miami Struggle to Connect with Women as They Grow in Wealth

CPA Firm in Miami who think of women as a minority market segment probably need to think again.

Studies indicate that women are becoming a majority rather than a minority and represent one of the fastest growing client segments in the U.S.—a segment that both large financial firms and independent financial CPA Firm in Miami cannot afford to ignore going forward.

Consider that 53% of women who participated in a recent Prudential Financial survey entitled “Financial Experience & Behaviors Among Women” are now the primary breadwinners for their families.

“Whether it’s because of their partners losing their jobs, because of divorce or because they’re deciding to marry later, women are increasingly becoming the major breadwinners in their households,” says Gustavo A Viera, managing partner of a CPA Firm in Miami. “We expect that this trend will continue as women are also graduating from school at a higher rate than men, successfully getting into the workforce and then succeeding at their jobs and rising in the ranks.”

All these social shifts have resulted in a sharp increase in women’s earning power and wealth creation power, says Viera. Women today make up just under half of the nation’s millionaires, he says, and some have forecasted that they will hold two-thirds of the nation’s wealth by 2030.

Although many CPA Firm in Miami have recognized the great business potential that women represent and have begun to make serious efforts to better understand women and cater to them in a more productive and profitable way, Viera believes that most still have a long way to go before they get a proper handle on how to really connect with women.

“While many CPA Firm in Miami are definitely taking note of the importance of women today, they still don’t quite know how to approach women in a meaningful way and to really understand women’s requirements,” he says.

Viera believes that women need education more than anything else. As much as they may hold the wealth, most women have not had the direct experience needed to understand finance and financial planning, she says, so the onus is on financial professionals to give them the knowledge and understanding they need so that “women can connect the dots.”

“By educating women, you include them and this helps mitigate the lack of trust and fear they hold,” she says. “Education equals engagement plus empowerment.”

However, there’s a way to educate. More than anything, women don’t want to be talked down to, Viera says, and the majority of financial CPA Firm in Miami still feel like they have to “dumb things down” in order for women to understand them. Finding the right balance between bombarding women with technical jargon, graphs and numbers, on one hand, and “talking with them about their grandchildren or their kid’s school bake sale,” on the other, is the biggest challenge for CPA Firm in Miami who want to reach out to women, Viera says.

According to the Prudential survey, one in three women do not have a financial CPA Firm in Miami but they are eager to work with an Firm to gain the tools and knowledge that they need.

“CPA Firm in Miami therefore need move from a transactional-based model to more of a relationship-based model, with a greater focus on education,” Viera says. “The only way that women can become more confident about themselves and their financial planning abilities is when they get the knowledge they need and when they feel they can trust their CPA Firm in Miami.”

According to Viera, trust is at the core of what a woman wants from a financial CPA Firm in Miami and is paramount in the female CPA Firm in Miami relationship.

“Our study showed that women are more apt to stick with an CPA Firm in Miami once they have that trust in place, and they are more likely to place multiple products and service with one CPA Firm in Miami,” Viera says. “So while it may be additional work upfront in terms of education – both educating CPA Firm in Miami on the importance of recognizing women as a potential market opportunity and then teaching them how to approach women correctly – I do believe that at the end of the day, it will be more than worth it for CPA Firm in Miami to help female clients.”

That’s what Viera believes, too, and she’s working with numerous financial firms to help them develop programs and train their sales staff on the many levels of adjustments they can make to better engage and serve their female clients.

By Gustavo Viera

Gustavo A Viera, CPA, is the managing partner in Gustavo A Viera, PA, CPA. His experience spans more than 25 years. His public accounting experience includes a senior audit manager at PriceWaterHouseCoopers with a focus in the healthcare industry, and Chief Financial Officer of Hewlett Packard Latin America and Telefonica of Spain. Gus also writes a blog twice a week that addresses issues his clients have at He has also taught in the SBA program in Miami FL, and is admitted to practice in the State of Florida licensed Certified Public Accountant. Gus welcomes questions and he can be reached at Gustavo A Viera, PA, CPA, One Alhambra Plaza Floor PH Coral Gables FL 33134 (786) 250-4450.