Unbiased found that women looking for financial advice were more likely than men to want clear communication and strong qualifications from advisers.
The survey showed 70% of women valued clear communication, compared with 61% of men.
Just over half of women (51%) looked for strong qualifications and credentials, compared to 42% of men.
Only 8% of women said they preferred a female adviser, with 1% preferring a male adviser.
Most women (91%) said they did not mind the gender of their adviser.
This went against earlier industry research that suggested many women would rather work with a female adviser.
Trust came out as the most important value for both men and women choosing a financial adviser, with 76% saying it mattered most.
The Centre for Economics and Business Research (CEBR) has forecast that women will own 60% of UK wealth by the end of 2025.
Karen Barrett, founder of Unbiased, said: “With the Great Wealth Transfer gaining momentum, many women are coming to financial advice for the first time — often on their own.
“Seeking advice about your money can be daunting. But it’s essential if women are to get the help they need to navigate their financial circumstances, understand the risks and opportunities, and achieve their long-term goals.
“That’s why clarity in communication and visibility around qualifications really matter — as our research has shown.”
Barrett added: “Advisers must ensure these priorities are front and centre if they want to build trust and better engage the next generation of female clients.”
