This study explores the investment preferences and challenges of salaried women in Ernakulam city, highlighting key factors influencing their financial decisions. Returns, safety of capital, tax benefits, and liquidity emerge as primary determinants of investment choices, while barriers such as fear of loss, market volatility, insufficient income, and lack of financial knowledge hinder active investment participation. Women prioritize financial security and risk aversion, often favouring low-risk investments over high-return options due to uncertainty and limited awareness. To bridge these gaps, financial institutions should develop tailored investment products that align with varying risk profiles and promote structured plans like Systematic Investment Plans (SIPs) to encourage systematic and risk-free investing. Financial counselling can help women overcome psychological barriers, increase confidence in investment decisions, and improve risk perception. Additionally, government policies should introduce tax incentives for long-term investments, making wealth-building more accessible for women. Investment awareness programs and social media campaigns can play a significant role in educating women about financial opportunities and risks, enabling informed decision-making. By implementing these strategies, financial institutions, policymakers, and educators can collectively support women’s financial empowerment, promoting long-term economic stability and greater financial independence.