What Women Want: Budgeting Tools From Banks

By Rob Rubin, Managing Director, Novantas

Overall, men say they use personal finance management (PFM) tools for budgeting and financial planning more than women. Women, however, are more likely to want their bank or credit union to provide these services within the online banking system.

Back in the day, banks used to give away free toasters with new accounts to lure in women that managed their families’ budgets. These days, many checking accounts come with features that seem to target one gender or the other — like an affinity debit card with your favorite team for guys, and cute custom check designs for women. But does a feature like PFM have more appeal to either men or women?

In a May 2014 BankChoice Monitor survey, 32% of respondents said they use PFM services or software to manage their budgets or for financial planning. Most of these respondents (23%) rely on third-party budgeting tools like Mint.com, and 9% use PFM tools provided within their bank’s or credit union’s online banking platform.


In general, men use budgeting services more than women. Men are about 20% more likely to indicate that they use budgeting planning tools compared to females.

Men use third parties more than women. Men are 32% more likely to use third-party budgeting tools that are separate from their institution compared to women.

Women are more likely to expect their institution to provide PFM services. Interestingly, even though men are more likely to use services to help them budget, female bank shoppers are more likely to want these services from their bank or credit union.

Insights from Rob RubinRob Rubin is Managing Director of Novantas Data Services. His research leverages insights captured from thousands of bank shoppers every day while they are actually thinking about- and in the process of shopping for a new bank.

This article was originally published on June 17, 2014. All content © 2018 by The Financial Brand and may not be reproduced by any means without permission.


  1. Lisa Kuhn Phillips says:

    Women want…..simplicity…. inclusion pf data and insight… and integration of their habits (the good ones that need amplified and the bad ones that need correcting) from a bank/credit union/fi (site and resource) with a tool (pfm and/or individual) that will help them make better, more informed decisions on spending, saving, lending, giving and investing.
    Make it simple… visual… and interconnected and adaptable. That’s meaningful and relevant, and quite frankly, sustainable.

    (just like most successful brands, companies and cultures that work well.)

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