Swiss Women Prioritise Financial Security Over Investment Returns, Study Finds.
A new study has revealed that women in Switzerland place a stronger emphasis on financial security than on high investment returns or wealth accumulation when managing their money.
The findings come from the “Women’s Perspectives 2026” study conducted by UBS in collaboration with the research institute gfs.bern. According to the report, an overwhelming 94% of women say that money provides them with a sense of security in daily life.
When it comes to investing, 57% of women prioritise financial stability, while only 34% focus on wealth accumulation and 21% prioritise high returns. The results highlight a clear preference for lower-risk financial decisions.
More than half of the women surveyed (56%) also reported that they occasionally worry about whether they are making enough financial provision for the future. Researchers note that financial concerns play a significant role in everyday decision-making.
Cloé Jans, Senior Project Manager at gfs.bern, explained that many women still feel they lack sufficient funds to begin investing. She noted that while financial awareness is present, active investment behaviour remains limited for many respondents.
The study also found that almost 30% of women do not actively seek information about investments. Among those who do, bank advisors are the most trusted source, cited by 40% of respondents. However, there are generational differences: older women prefer professional advisors, while younger women rely more on friends and social networks.
Despite these concerns, the majority of women (82%) rate their personal financial management as good or very good.
Healthcare costs were identified as the biggest financial burden, with 46% of respondents naming health insurance premiums among their top financial concerns. These costs ranked higher than taxes and housing expenses in household budgeting.
The study surveyed 2,037 people across Switzerland, including 1,014 women, between December 2025 and January 2026, and is considered representative of the Swiss population.
Overall, the findings highlight how financial security, rather than aggressive investment strategies, continues to shape women’s financial behaviour in Switzerland.

