Mind The Gap: How Female Invest Is Changing The Narrative On Women And Wealth

Forbes

25-03-2025

Anna-Sophie Hartvigsen (center), Camilla Falkenberg (left), and Emma Due Bitz (right), co-founders ... More of Female Invest
In the world of investing, the numbers tell a stark story: while women are just as competent with money as men, they invest significantly less. According to a recent study by Fidelity, only 33% of women see themselves as investors, compared to 67% of men. This disparity results in a gender wealth gap that compounds over time, leaving women with smaller retirement savings and less financial security.
Anna-Sophie Hartvigsen, Camilla Falkenberg, and Emma Due Bitz, co-founders of Female Invest, are working to change that. In a recent discussion, they shared insights into why the gender investment gap continues and what can be done to address it.
'We had to learn the hard way that most of the financial advice out there doesn't apply to women,' Falkenberg explains. 'The game is just different for female entrepreneurs and investors because of unconscious bias and structural barriers.'
One of the most common financial myths holding women back is that they should prioritize saving over investing. 'Women at every stage of their lives are more likely to be advised to save and be cautious, whereas men are encouraged to take risks and build wealth,' Hartvigsen adds. This risk aversion leads many women to leave their money sitting in low-yield savings accounts instead of putting it to work in the markets.
The consequences of this investment gap are far-reaching. Women typically live longer than men, meaning they need even more savings to sustain retirement. However, because they invest less and often earn less due to the gender pay gap, they retire with significantly smaller nest eggs.
So, what's the solution? Education, accessibility, and representation. Female Invest, a grassroots initiative, has grown into a global movement that provides financial education tailored specifically for women. Since its inception in 2019, Female Invest has educated over 500,000 women across 125 countries. Following a highly successful European expansion, they are now launching in the U.S., their biggest market yet.
'With nearly 150,000 sign-ups for our first U.S. webinar, the message is clear: American women are ready to take the reins on their financial future,' says Falkenberg.
Their platform aims to equip women with the confidence and knowledge to take control of their financial futures. Their approach? Breaking down financial concepts in an engaging way and leveraging social media to make investing feel more accessible. 'We combine education with humor and inspiring role models,' Hartvigsen says. 'It's about making women feel like investing is for them.'
They also stress the importance of resilience, particularly for women entrepreneurs seeking funding. 'We stopped counting rejections after 107 'no's,' Falkenberg recalls about their fundraising journey. 'It's tough, but you only need one investor to say yes.'
Their persistence has paid off. In July 2024, Female Invest secured $10.2 million in a Series A round led by venture capital funds Educapital and Rubio. Around the same time, they launched a crowdfunding campaign that raised an additional $1 million in just four minutes, breaking records for the fastest fundraising campaign and the highest number of female investors involved (94%). To date, Female Invest has raised a total of $23 million.
For women looking to raise funds, the founders offer key advice: understand that the rules are different, build resilience, and seek out investors who align with your mission. 'The only way to be truly free is to be financially independent,' says Due Bitz. 'Women are done being told what to do with their money—we're here to change the narrative.'
As Female Invest expands into the U.S. market, its mission remains clear: empower more women to invest and close the financial gender gap. Their message to women? Start now. 'Investing isn't just for the wealthy or the finance-savvy—it's for everyone,' Anna says. 'And the sooner you start, the bigger impact it will have.'
The gender investment gap isn't just a women's issue; it's an economic issue. When women invest, they build wealth, gain independence, and create a more balanced financial future for all. And thanks to platforms like Female Invest, more women are taking charge of their financial destinies than ever before.
Female Invest has built the world's largest financial education platform targeting women. With paying members in 125 countries, the company is on a mission to close the financial gender gap by educating women on personal finance and investing. Since its inception in 2019, Female Invest has educated 500,000+ women, raised $23 million in funding and written the global bestseller 'Girls Just Wanna Have Funds'. The company has collaborated with women like Deborah Meaden and Sara Davies who have both hosted educational webinars as well as Emma Watson who has praised Female Invest as 'the best source of financial knowledge out there' on her Instagram.