When it comes to which stocks are most popular among Swedish small savers, the differences are not particularly large if you compare women's and men's holdings.
At both Nordnet and Avanza, Investor, Volvo, Saab and Swedbank are the most owned shares among both men and women.
What we see, however, and this has also been the case historically, is that women are generally more risk-averse.
"We can see that our female customers are generally a little more defensive in their choices," says Carl-Henrik Söderberg, savings economist at Nordnet, in a comment.
Well-known brands
When women invest in H&M and Axfood, men have instead invested in high-flying stocks like the Danish pharmaceutical giant Novo Nordisk or the heat pump company Nibe.
"Both stocks have experienced a similar journey in recent years: from price surges and clear 'darlings' in the stock market with high expected growth and high valuations, to disappointing figures and sharp price declines," continues Söderberg.
Avanza notes that women are generally a little more "consumer-oriented" in their stock choices.
Women tend to invest more in things they know. Brands where you understand how they make money, while men look at slightly different factors. We see that there is a lot of technology, growth companies that are not yet profitable, and so-called promising companies, says Avanza's savings economist Felicia Schön.
Learn from each other
She believes that the interest in investing has gradually increased among women. Women invest in both funds and shares, although funds are still the predominant investment.
Once you dare to take the step from saving to investing, it benefits you. The big problem is rather that many women still have their savings in savings accounts, says Felicia Schön.
Men generally start saving at a younger age, save larger amounts and are a little more daring. Women do not do this to the same extent, which means they "fall behind" financially early in life, says Schön.
According to her, men and women would have a lot to gain from learning from each other.
Where men generally need to take a little less risk and women generally need a little more risk, says Felicia Schön.
