Women control a larger share of global wealth than ever before, but their market participation remains disproportionately low, leaving roughly $10 trillion in capital unmanaged by 2030. This gap is not driven by a lack of capability or financial literacy, but by an industry that continues to design products and communication around male-centric psychological baselines. Only financial institutions that redesign their choice architecture to reduce cognitive load, reframe risk, and build financial self-efficacy will successfully capture this demographic. This report explores the behavioural barriers keeping women’s wealth on the sidelines and what firms must do now to unlock it.