Wealth

The Financial Power Of Your Femininity

The bullish, sharp-suited, shouty image of an investor has been debunked as women tap into their feminine sides for financial success.

By Kate Leaver

Wealth

The bullish, sharp-suited, shouty image of an investor has been debunked as women tap into their feminine sides for financial success.

By Kate Leaver

“Invest like a woman. Because money is power.” These words appear on the website for Ellevest, a revolutionary new digital investing platform for women co-founded by powerhouse businesswoman Sallie Krawcheck. It is a call to arms for women everywhere to capitalise on their own power and femininity by monetising it. Krawcheck conquered Wall St in the US, climbing to the top of the wealth management industry before pivoting to address a gender gap she believes affects women more than any other: the investment pay gap. The world over, fewer women invest than men, particularly when it comes to playing the stock market. That’s likely caused by a complex matrix of factors: being paid less for the same work, grappling with entrenched gender stereotypes, bearing the brunt of domestic work and childcare, accruing an alarming shortage of retirement funds compared to men and trying to succeed in an industry very much still dominated by men.

“The gender gap in investing exists because of a lack of exposure, access and confidence. Despite all the information that’s available around investing, this is still a man’s world,” says Zaneilia Harris, author and president of Harris & Harris Wealth Management. “According to a recent article by Glamour magazine, revealing the deep dark side money secrets of 1,000 women, 85 per cent of women don’t invest in stocks and 56 per cent say they don’t have a 401 [retirement savings plan].”

You’ve hit the glass ceiling. And our paywall.

Help us smash it by becoming a Future Woman for as little as $4 a month.

Join the club

Already a member? Sign in

Aileen Lee Lee is the founder and partner at Cowboy Ventures, which helps seed-stage tech companies grow. She has degrees from MIT and Harvard Business School and started her career at Morgan Stanley. Her CV includes: founding CEO of RMG Networks and executive roles at Gap Inc., The North Face and Odwalla.

Kirsten Green Green founded Forerunner Ventures, where she is general partner. She has led efforts to raise more than USD$300 million from leading investors and has invested in more than 50 companies. Green is on the board of directors at Glossier, Outdoor Voices, Ritual, Dollar Shave Club and Bonobos. She graduated from UCLA and appeared on Time magazine’s Most Influential 100 in 2017.

You’ve hit the glass ceiling. And our paywall.

Help us smash it by becoming a Future Woman for as little as $4 a month.

Join the club

Already a member? Sign in

“Studies show that women tend to be patient, rather than impulsive. Realistic, rather than overconfident. Prudent, rather than reckless,” says LouAnn Lofton, journalist and author of Warren Buffet Invests Like a Girl and You Should Too. “Women tend to think longer term, take much less risk, and just generally view investing less as a game or a competition than men do. Women do more research, ask more questions, trade less – men trade 45 per cent more than women, according to one study, and single men trade 67 per cent more – and women don’t tend to look at investing as some macho score-keeping system.”

Women are gaining confidence and traction in the investment world but that’s not all. They are also supporting one another, creating a sisterhood to rival the traditional boys’ club and investing in businesses led by other women. The more female investors, the more support for female-led businesses. Rather than adopt traditionally masculine traits, women are learning to use archetypical feminine ones to their advantage – like empathy, vulnerability, patience and emotional intelligence (EI). Which is smart, given these are increasingly in-demand as business values as well as personality traits.

You’ve hit the glass ceiling. And our paywall.

Help us smash it by becoming a Future Woman for as little as $4 a month.

Join the club

Already a member? Sign in