Trends Baby boomers are aging with men passing earlier than women. As a result, women need and want professional financial services, help and education.Divorced women on average come out with less security (i.e. money) than they had when married. They need guidance on how to catch up and/or achieve their own personal financial goals.Widows: 68% of women find a new advisor after the death of a spouse or partner. They don’t feel a connection or relationship with the previous advisor.