StashAway runs new educational series to lure women into investing

Digital wealth management platform StashAway has launched a marketing series to help women close the gap between gender. To equip women with better investment knowledge, the series "She Invest" will cover personal finance and investing basics, investing in your beliefs with thematic investing, crypto 101, and gender-equal practices at the workplace. She Invests is an extension of StashAway Academy, the company’s free personal finance course that has seen more than 16,000 female attendees across five markets, including Singapore, Malaysia, the Middle East and North Africa, Hong Kong and Thailand.

“Compared to men, women tend to live longer, defer financial planning to their partners, and take time off work to look after their families. So it’s crucial that women take charge of their long-term financial planning and retirement needs," said Nandini Joshi, StashAway's COO. Joshi added, "She Invests will immerse women in the full spectrum of financial planning opportunities, from investing in the S&P500 to understanding the world of crypto and NFTs.”

StashAway has been growing the number of its female users. The company said clients who identify as female now make up half of StashAway’s client base, up from 10% from the company’s launch five years ago.

“Data shows that 94% of men want their partners to be involved in financial decisions. And the majority of women who defer financial decisions to their partners also want to be involved," said Michele Ferrario, StashAway co-founder and CEO.

"She Invests doubles down on StashAway’s efforts to equip everyone with the knowledge and tools to have that conversion at home about financial planning, and ultimately build and manage wealth for the long term," said Ferrario.

StashAway rolled out some campaigns in Hong Kong last year to draw the attention of the public. In December 2021, StashAway offered free bentos to raise awareness about the importance of having a diversified and balanced investment portfolio, recreating a restaurant into a pop-up themed outlet to offer lunch boxes.

The pop-up restaurant temporarily replaced "A Bowl", a fusion poke bowl restaurant in Sheung Wan, to offer bento boxes. The marketing campaign was aimed at highlighting the importance of not making emotional investment decisions. In addition, StashAway also hosted a lunch and learn session on 8 December 2021 in Cantonese, further educating the public about the importance of investment.

The company said, "What are the similarities between bento boxes and investment? Well, investment portfolios should be diversified and balanced, just like the ingredients of a bento box."

StashAway declined to comment on the ROI set for the initiative. 

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