Mercer Advisors Bets on Women's Wealth Surge with Dedicated Practice
Event summary
- Mercer Advisors launched a national ‘Women & Wealth’ practice led by Laura Combs, effective March 4, 2026.
- The practice aims to capitalize on the projected $34 trillion in assets controlled by U.S. women by 2030.
- Mercer Advisors has over $96 billion in client assets under management (AUM) and advisement as of December 31, 2025.
- Laura Combs, previously responsible for the firm’s North division, spearheaded the InvestHERs program in 2018.
The big picture
Mercer Advisors’ move signals a broader trend among wealth management firms to cater to the increasingly influential female investor base. With women expected to control a substantial portion of future wealth, firms that can effectively address their unique financial planning needs stand to gain a competitive advantage. The creation of a dedicated practice, coupled with internal programs like InvestHERs, demonstrates a commitment to embedding this focus within the firm’s structure.
What we're watching
- Market Penetration
- How effectively Mercer Advisors can tailor its services to the specific needs of female clients will determine the practice’s success in capturing a significant share of the growing women’s wealth market.
- Advisor Retention
- Whether the firm can retain and attract female financial advisors, drawn by the dedicated practice and InvestHERs program, will be crucial for scaling the Women & Wealth initiative.
- Regulatory Scrutiny
- The firm's focus on a specific demographic may draw increased regulatory scrutiny regarding suitability and potential conflicts of interest, requiring careful compliance management.
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