Women who earn more than their male partner has increased steadily from 19.8% 2004 to 23.3%. This has brought about change in the way couples spread the burden of caring responsibilities for children and adult relatives. It has also altered the gender pay gap and pension gap and suggests that demand for wealth products and financial advice will increasingly come from women. Understanding the dynamic of earnings in someone’s household can help employers shape HR policies, it also may makes economic sense for male partners to take on more of the responsibilities that typically take women out of the workplace. This could mean more children seeing their fathers as carers. In recent times, the coronavirus lockdown could have lasting impact and derail the rise of the female breadwinner as women’s work and earnings have been lost through job cuts and caring demands.