Women in business just want to be on a level playing field

"Treat me equally but understand that I am different," one business woman said, when asked by AIB how it should deal with its female business customers.

In recent years, financial institutions have begun to realise that women are an increasingly important part of the business market, particularly the start-up sector.

According to some estimates, more than 20 per cent of all small businesses are now run by women and 40 per cent of all start-ups are established by them.

Anecdotal evidence suggests that women tend to be more risk-averse than men, making them ideal customers for the cautious banking sector.

The two main banks have done a lot of research in the area, only to find that women do not want to be treated differently. All they request is a level playing field.

"We found that women rejected gender specific products. They don't want pink cheque books," says Ms Angela Leigh Doyle, Bank of Ireland's women in business manager. "Their business and banking needs are similar to men's although their approach may be different."

However, both banks found that there was a big need among women for information on how to go about setting up companies, getting grants and other funding and both run information seminars and workshops to help provide this information.

In addition, AIB is working to ensure a strict policy of gender balance in the bank, going so far as to introduce a male corporate wardrobe to address any perceived discrimination involved in having a female-only uniform. It has also amended its business ads to ensure that women are equally represented with men.