financial services

Ellevest Encourages Women To Take Control Of Finances

Ellevest, an investment platform with algorithms designed for women’s lives, is encouraging women to take control of their financial future.

A digital spot, “Invest Like A Woman,” shows women that investing should never be one-size-fits-all and 2017 can be the year where every woman starts to close her personal investment gap. The company says the gap exists because women aren’t getting their fair share because the investment industry and its tools are designed for and by men.

The video includes facts and stats that highlight how even women who are “getting theirs” are still getting less because of the gap. The video has a call to action that aims to leave women feeling confident to invest and ready to earn financial equalities.

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Ellevest also launched outdoor ads on bus stops and telephone booths around New York City with a similar message. The ads have an outline of President-elect Donald Trump in the background with the text “Women of New York: Cover your a$$.” The ad itself plays on comments made by Trump during the election and challenges New York women to think about the next four years (not just finances) and what they can do to help protect themselves.

The video, which was created in conjunction with Revere, a DJE Holdings company, encourages women to think about realities such as that they live longer, their salaries peak sooner, and they often have career breaks to raise children, which leads to periods of significant income variation.  On average, women have less salary increases during their careers and women are more risk-aware when making decisions in their financial portfolios. When the algorithms that determine investment strategies take these factors about women’s lives into account, the result is an investment portfolio that can actually support the real lifespan of a woman, ensuring her real financial independence, equality and power, according to the company.

On average, women have fewer salary increases during their careers and women are more risk-aware when making decisions in their financial portfolios. When the algorithms that determine investment strategies take these factors about women’s lives into account, the result is an investment portfolio that can actually support the real lifespan of a woman, ensuring her real financial independence, equality and power, according to the company.

The spot is running on digital channels including BuzzFeed, Facebook and Instagram. It initially runs through early February but an extension is possible.This is the company’s first brand video articulating why women need an investment platform built for their goals and needs due to the gender investing gap, according to a spokesperson. 

The Ellevest target client is the professional woman who either has her own money or has agency over her family’s money. She is among the 75 million women in the U.S. workforce who want to take financial control and is looking for a straightforward way to achieve her dreams on her own terms. She is also comfortable with an online experience. 

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