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Women’s Division

Welcome to Cove Continuity Advisors Women’s Division

Did you know that women are starting businesses at twice the rate of men? Those companies with a woman on the founding team outperform their all-male peers by 63%?

In Canada, women-owned small- and medium-sized businesses account for over $117 billion per annum of economic activity.

According to Global Entrepreneurship Monitor, “Canada is a global leader in women’s entrepreneurship,” comparable with the United States and higher than other leading nations such as Denmark, Finland, and New Zealand.

There are a lot more stats we could include (and we’ve listed some at the end of this page), but we want to get to the point here: The number of women-owned businesses in Canada is on the rise, but despite making a significant contribution to the Canadian economy, women business owners report challenges when it comes to operating and financing their business.

Women business owners continue to face numerous barriers in their profession. While men typically have to show potential, women strive to prove themselves. They’re also expected to deliver more for less than their male counterparts. Women business owners tend to be conservative, while men often overreach and overpromise—and yet, this stereotype still permeates our society.

Women CEOs get only 2.7% of all venture funding. Women of colour receive even less—virtually none at 0.2%.

We see this gender division, too, when we examine Life Insurance policies. According to the Life Insurance and Market Research Association:

  • 62% fewer women have Life Insurance than men
  • On average, women’s policies are 31% less in dollar coverage than men
    70% of Life Insurance inquiries are made by men
  • Almost 4% of women business owners described applying for financing as too difficult or too time-consuming. Only 2% of men used similar terminology.

And yet, women drive 70%–80% of all consumer purchasing through a combination of influence and buying power.


Research shows that the values of women entrepreneurs often differ from those of their male counterparts.

  • Women entrepreneurs want to be accepted on their own terms and measured by their own accomplishments.
  • Women start businesses with less capital than men and are less likely to take on debt to expand.
  • Women tend to start businesses to seek life meaning and social good, in addition to financial success. They contribute to employee loyalty, and they wish to build a better world. These values are often undervalued and seen as inferior to financial success.
  • Women business owners tend to work fewer hours—a measured response to the complexity of being responsible for child, partner, elder, and household care while running a business. Women are also more likely to support a flex-schedule for both themselves and their employees.

We know that women entrepreneurs thrive when they:

  • have access to the capital and business networks they need
  • can control their work environments
  • are supported in developing their own leadership style
  • make meaning while they make money


We believe it’s time to create a new economic model. Not only are we a supportive member of SheEO, an organization dedicated to changing the way women do business and get access to capital, but we have also created our own Women’s Division right here at Cove.

We’ve assembled a network of women professional advisors from the areas of planning and compliance to deliver financial and planning services to women entrepreneurs, business owners, professionals, and members of family enterprises in a way that makes them feel valued, heard, supported, and inspired. Services such as:

  • Living benefits
  • Life Insurance
  • Impact planning
  • Accounting
  • Financial planning
  • Finance
  • Tax advice and assistance
  • Wills and estates
  • Corporate and commercial law
  • Family enterprise advising
  • Business coaching
  • Investment management
  • Group insurance

Aside from offering financial and planning services specifically targeted toward women and women entrepreneurs, our Women’s Division hosts regular interactive workshops and networking opportunities exclusively for women (in and around the Vancouver area), delivered by women.

To receive updates on these workshops and networking events, please sign up for our newsletter.
If you are interested in being a presenter at our women-directed workshops, please contact us.

Cove’s team of women advisors is headed by Christie Geiss, co-owner of Cove Continuity Advisors, who brings 20+ years of experience delivering planning and insurance solutions to clients. Contact her for more information.


The following stats have been taken from Statistics Canada, the Balance, and Industry Canada.

  • According to Stats Canada’s Labour Force Survey, there were 950,000 self-employed women in 2012, or 35.6% of all self-employed persons in Canada.
  • According to Industry Canada, 47% of all small- and medium-sized enterprises are entirely or partly owned by women.
  • Women-owned businesses have higher survival rates than businesses owned by men.
  • Approximately 51% of Aboriginal-owned small- and medium-sized businesses belong partly or wholly to women.
  • Growing businesses that are majority women-owned are more active in hiring than those owned by men.
  • The number of Canadian women entrepreneurs is growing.
  • On average, women business owners are younger and have fewer years of management or ownership experience compared with male business owners.
  • Women entrepreneurs are more likely to start businesses in the retail and service sectors.
  • Women entrepreneurs make less money than male entrepreneurs, although the gap is closing.
  • Canadian women business owners are, on average, less likely to engage in international trade compared to Canadian male business owners.