When a long-standing client casually mentioned her annual $15,000 in charitable donations, Calgary wealth advisor Rebecca Broadley was surprised. The client, not ultra-wealthy, demonstrated a profound intentionality with her finances. Each donation was deeply connected to a personal life experience, such as a parent's illness or childhood memories of community support.
The Rise of Women's Wealth and Values-Driven Philanthropy
This pattern, Broadley notes, is becoming increasingly common as women assume greater financial leadership. A significant shift is underway: by 2026, women are projected to control roughly half of all accumulated wealth in Canada, through earnings, inheritance, divorce, or widowhood. For many, philanthropy has evolved from mere transactional giving into an expression of memory, identity, and responsibility. It often sparks the year's most meaningful financial planning discussions.
"You get women talking about the 'why,'" Broadley explains. "Perhaps their mother faced a health crisis, or they grew up depending on community supports. They want to give back to the organizations that once helped them."
This focus on aligning charity with personal values and long-term planning is central for Kate Murdoch, a portfolio manager and wealth advisor with Richardson Wealth in Victoria. She observes that the rise of women's wealth is already redirecting philanthropic dollars, particularly toward women's health initiatives. "There is a real interest in supporting research and advancement that has historically been underfunded," Murdoch states. "Women want their giving to reflect their lived experience."
Navigating the Advisory Landscape and Strategic Giving Tools
Contrary to the narrative that women are reluctant to seek financial advice, Murdoch finds her clients are eager for guidance that is clearly explained and aligns with their goals. The larger obstacle, she points out, is industry representation. Only about 15% of Canadian wealth advisors are women, yet approximately 80% of women switch advisors after a major life event like widowhood or divorce.
"It is a supply issue," Murdoch explains. "Women are looking for someone they feel comfortable with, someone who will listen first." Effective planning, for her, starts with understanding client goals and then bringing clarity and structure to their giving strategy. This includes determining sustainable donation amounts, deciding between lifetime or estate giving, and considering family involvement.
Advisors highlight several strategic tools beyond writing a cheque. Donating appreciated securities, like company shares, offers a "double benefit": the charity receives the full market value, the donor gets a tax credit for that full value, and they avoid capital gains tax. For corporate owners, donating through the company can add a third benefit via the capital dividend account.
Both advisors champion donor-advised funds (DAFs) for their flexibility. "You can start with as little as $25,000, invest the money, and decide later where to give," Broadley says. For those with greater means, private foundations can create powerful legacy vehicles. Murdoch recalls clients who established a $1-million foundation, later growing to $2-million, and involved their grandchildren in annual grant-making decisions. "It was an incredible exercise in generosity and leadership," she says.
A Cultural Shift Towards Meaningful Impact
For both Broadley and Murdoch, the increase in philanthropic activity by women signals more than a financial trend; it's a cultural shift. Women are seeking to make a meaningful impact that reflects their identity and often wish to bring their families into the conversation to pass on values.
"Women are asking thoughtful questions," Murdoch concludes. "They want advice, clarity, and a strategy that supports their goals. When you bring all that together, you can create incredible long-term impact for the client and the community." This intentional, strategic approach is redefining the landscape of Canadian philanthropy, turning personal history into powerful, planned generosity.
