What We’re Learning About Women, Wealth & Faith—And Why Confidence Changes Everything

For years, Women Doing Well has walked alongside women navigating what it means to live and give with purpose. We’ve seen the questions, the hesitation, the growth. We’ve watched women step into greater ownership of both faith and finances, and we’ve seen how hard that is.

Now we’re stepping back to listen more intentionally.

Over the past two months, we’ve released insights from our 2025 Women, Wealth & Faith study. There’s more to come, but so far, the findings are both clarifying and, honestly, surprising.

A Different Kind of Research Lens

From the beginning, this work needed to be both meaningful and credible. That’s why we partnered with the Lake Institute on Faith & Giving at Indiana University. This isn’t anecdotal. It’s grounded in the lived experiences of nearly 1,300 women.

But what makes this study distinct is who we’re learning from. These aren’t just women thinking about generosity. These are women already engaged—through Women Doing Well, financial advisors, faith-based communities. That distinction matters because the findings don’t just show aspiration. They show activation.

The Reality and the Tension

The broader story is clear: Women are stepping into greater influence when it comes to wealth, decision-making, and generosity. With an estimated $124 trillion expected to transfer to women and younger generations in the coming decades, understanding how women think about money and giving has never been more important. Yet there’s still a gap between what’s true and what’s felt.

Many women already play significant roles in financial and giving decisions—often more than is recognized. But confidence doesn’t always match responsibility. That’s where this research becomes especially important.

What the Data Shows

A few themes are rising clearly to the surface.

Women are Already Leading—Especially in giving

Most women aren’t on the sidelines when it comes to generosity. In many households, giving is a shared decision. But even within that, women often carry significant influence—and in many cases, take the lead. What stands out isn’t just participation. It’s ownership.

Confidence May Be the Real Driver of Generosity

One of the most compelling insights: Confidence, not income, may be one of the strongest drivers of women’s giving. Nine in ten women report feeling confident in their giving purpose. And that confidence is strongly correlated with giving more. Not just in amount, but as a percentage of income.

This reframes a long-held assumption. We often think generosity is primarily about financial capacity. But clarity of purpose may matter just as much, if not more. Confidence changes how women engage. It moves generosity from intention into action.

Experience Shapes Confidence More Than Information

Personal experience is one of the most powerful catalysts for generosity.

Women consistently pointed to being personally exposed to needs or directly involved with organizations as the most meaningful influences on their giving. These experiences ranked higher than church teaching, financial advice, or books and research.

Generosity is often formed through encounter, not just information.

This challenges us. If we want to see women grow in generosity, we have to create more opportunities for meaningful, firsthand experiences—not just more content.

Relationships Still Matter—A Lot

Whether within the household, through a financial advisor, or in community, relationships play a critical role.

Women value collaboration.

They want alignment between their values, their faith, and their financial decisions. And when those relationships are strong—especially when advisors or communities help connect purpose with planning—confidence and clarity grow.

Why This Matters Now

This isn’t just about understanding trends. It’s about recognizing what’s already happening and responding with intention.

Women aren’t waiting to engage. They’re already making decisions, influencing outcomes, shaping generosity in meaningful ways. But the greatest opportunity may not be increasing capacity. It may be cultivating confidence.And confidence doesn’t grow in isolation. It grows through conversation, community, experience, and trusted relationships.

That’s the gap Women Doing Well exists to fill.

Looking Ahead

We’re only at the beginning of what this research will reveal. In the months ahead, we’ll continue sharing insights on stewardship, identity, influence, and the lived experiences behind the data.

Our hope is that these findings serve as both a mirror and a guide. A mirror reflecting where women are today. A guide helping all of us better support where we’re going.

Because when women grow in confidence around wealth and generosity, the impact isn’t just personal. It’s generational.

And this is a moment worth paying attention to.