The fintech industry has a messaging problem, and women are noticing. Despite women controlling nearly $11 trillion in U.S. investment assets, many financial technology companies still design products and marketing that seem to speak primarily to men. This disconnect isn’t just bad business—it’s perpetuating financial inequalities that have persisted for generations.
When Jessica Robinson launched her investment platform aimed at women, she encountered widespread skepticism. “I kept hearing that women weren’t interested in investing, which contradicted all the research,” she explains. “The truth is, they’re interested but alienated by how the industry communicates.” This observation reflects a broader issue across the fintech landscape, where marketing often fails to connect with women’s financial priorities and communication preferences.
Recent data from McKinsey reveals that women make approximately 80% of household purchasing decisions. Yet only 16% of financial advisors are women, and merely 23% of CFOs at Fortune 500 companies are female. This representation gap translates directly into how financial products are designed and marketed, often missing the mark with female consumers who control significant wealth.
“Many fintech interfaces and marketing materials still use aggressive language and imagery associated with traditional male-dominated finance,” notes Dr. Sarah Chen, financial psychology researcher at Columbia University. “Terms like ‘beating the market’ and ‘aggressive growth’ resonate less with women, who typically prioritize financial security and goal achievement over competition.”
The stakes are significant. Women live longer than men on average but typically earn less over their lifetimes due to wage gaps and career interruptions. Effective financial planning is therefore even more critical for women, yet fintech companies rarely address these specific concerns in their product development or marketing.
Some pioneering fintech companies are rethinking their approach. Ellevest, founded by former Wall Street executive Sallie Krawcheck, has built its platform specifically to address women’s unique financial journeys. The company eschews traditional investment jargon in favor of goal-based language focused on life milestones and security.
“We don’t talk about beating benchmarks,” Krawcheck stated in a recent interview with Financial Times. “We talk about what money can do for your life.” This approach has helped Ellevest attract over $1.4 billion in assets under management with a predominantly female client base.
Research from Boston Consulting Group suggests that companies could significantly increase revenue by better serving women investors. Their analysis indicates that financial firms could generate an additional $700 billion in annual revenue by improving their approach to women clients—particularly through more relevant communication strategies and product offerings.
The messaging disconnect extends beyond word choice. Visual representation matters too. A content analysis of fintech marketing materials conducted by the Financial Brand found that men appeared three times more frequently than women in fintech advertising, often portrayed in positions of financial authority. This subtle visual cuing reinforces the perception that financial expertise remains primarily a male domain.
Many women report feeling that financial institutions speak down to them. A 2022 survey by Fidelity Investments revealed that 65% of women believe financial services marketing treats them differently than men, often with simplified messaging that assumes less financial knowledge. Yet the same survey found that women investors typically outperform men by an average of 0.4% annually, largely due to more consistent investment patterns.
Effective fintech marketing to women requires more than superficial changes to advertising imagery. The entire customer journey needs reconsideration. “Women often research more thoroughly before making financial decisions,” explains marketing strategist Amber Williams. “Fintech companies that provide educational resources and transparent information tend to perform better with female customers.”
Several successful approaches have emerged. Fintech companies like Starling Bank in the UK have emphasized clear, jargon-free communication while highlighting
