According to McKinsey & Co., a wealth transfer from men to women will occur over the next decade. This transfer of wealth is a shift of 30 trillion dollars, and most women (70%) will fire their financial advisors when their spouse dies. So what does all of this mean for financial advisors?  This presentation will teach advisors how to gain and retain female clients using proven psychological techniques. Participants will understand the impact women will have on the financial planning marketplace in the next few years, learn the differences in how men and women view and handle money, and integrate psychological techniques to help women feel heard, valued, and appreciated.