ATLANTA–What motivates women business owners when it comes to choosing a financial institution is different from the drivers of men who own small business. Nine out of 10 women said pricing is their primary concern, according to new research released by Synergistics Research of 454 women small business owners in companies having annual sales of $100K to $5 million. For men, the number-one driver is convenience, the survey has found. Making a special effort to serve the needs of small businesses is the second most important feature for both women and men small business owners. “When it comes to selecting a financial institution for their business, women are more price sensitive than me,” said Genie M. Driskill, COO of SYNERGISTICS.
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