More and more women are investing in gold

Just a few years ago, headlines on precious metal-specific websites such as 'Women aren’t interested in gold as an investment’ or ‘Is gold not pink enough?’¹ were still common. And they were not unfounded. According to a survey at the time, it was primarily men who were investing in gold (81 per cent).² However, women as a focus group were generally underrepresented on investment portals at the time – except for low-risk investments such as savings plans. Things have changed noticeably in recent years.

Female finance is booming – also when it comes to gold

The number of financial advisors, coaching websites, influencers, online communities and podcasts specifically addressing female investors has increased significantly. A German precious metals portal³ reported an increase in female visitors from 15 per cent in 2022 to 25 per cent by the end of 2023 – a rise of 67 per cent in just one year. According to a survey conducted by the online market research company YouGov in August 2024, more than two thirds of the German women surveyed rate gold as a safe or value-enhancing investment – and in many cases, both. However, there is a notable age limit: while women over 45 tend to have a more emotional attitude towards gold in the form of jewellery, younger women regard the precious metal primarily as an investment.

Female gold investors’ growth rate four times higher than men’s

In general, investors in Germany are more heavily invested in gold than in most other countries, and women are no exception. Online precious metals trader BullionVault reports that the proportion of new gold investors on the portal who are German women has risen from 17.8 to 30.6 per cent since 2020. Globally, the proportion of new female investors is up from 16.7 to 25.3 per cent over the same period. A comparison of BullionVault’s client growth rates from 2016 to 2019 and 2020 to 2023 shows just how much the attraction of gold has grown among female investors: while the number of male customers rose by around 40 per cent, the number of women jumped by 186 per cent and has thus more than quadrupled.

(1), (2) News article „Gold als Geldanlage interessiert Frauen nicht“ by the editorial staff of gold.de, 8 July 2022.
(3) News article „Frauen und Geldanlage? Goldbarren statt Goldschmuck!“ by the editorial staff of gold.de, 26 July 2024.