I agree with some of the other comments that this isn't new.  What may be new is that younger women are confident enough to manage money openly in their own names instead of sending male spouses out to the face-to-face meetings with instructions.  The relative anonymity of online banking probably also has something to do with it.  And when I say confidence, I mean less fear of discrimination.  This began in the mid to late 90s when marketing companies tuned in to who was in fact making most household financial decisions and started reaching out and marketing in their best interests accordingly.