These are not my thoughts, but a link to the article in the Herald by Tamsyn Parker, quoting Larke Reimer. It's a good article, and Reimer's comments are very interesting. I laughed aloud when she is quoted as saying
"...catering for women is not about having pink credit cards."
But also she points out that women are risk averse - that should make risk management advisers and those offering insurance more interested. A focus on women in the purchase process is important. Also, it suggests that the mix of product when considering a broader financial advice process should take more account of the defensive and risk averse aspects of a presentation as a whole.