Women make up nearly half the global population, yet financial empowerment has often been an elusive subject in their narratives. While strides have been made in gender equality across industries, one glaring gap remains: women and investing. Financial inclusion for women should revolve around giving them the tools to build wealth, shape their futures, and create meaningful legacies.
For years, women have been seen as nurturers, protectors, and caregivers – roles that often come with the label of being ‘risk-averse’ and less invested in wealth creation. These cultural legacies are reflected in staggering statistics: women make up only 6% of investors on platforms like the JSE (Johannesburg Stock Exchange), a number far too low for a group that accounts for so much of the world’s purchasing power and economic potential. The truth is that women are not inherently less capable of financial literacy or risk-taking – they’ve simply been conditioned and excluded from these conversations for far too long.
It’s time to flip that narrative on its head by creating systems and platforms that provide equal access, demystify investment opportunities, and break down decades of systemic barriers. Here’s how.
The obstacles women face in investing
The starting point of empowering women financially is acknowledging the barriers that hinder them from participating in wealth-building activities like investing.
Cultural legacies and financial literacy
Many women grew up in households where financial conversations were limited to budgeting for groceries or avoiding debt – far removed from discussions about creating wealth. As Aions Ventures COO Kerryn Campion reflects, she never discussed topics like savings strategies or the power of investing with her father, as these weren’t deemed ‘essential’ conversations for girls. This lack of exposure to financial literacy becomes a lifelong challenge, perpetuating the cycle of financial exclusion.
Risk aversion
Women often bear the responsibility of maintaining household stability, which translates into a cautious financial mindset. Protecting the family and ensuring basic needs are met takes precedence over investing money in what may seem like an unpredictable venture. Kerryn explains that many women hesitate to invest because of a fear of ‘giving their money away’ without a full understanding of how investments work.
Barriers to entry
Traditional investment platforms are daunting for everyday women, particularly those juggling multiple roles as caregivers, professionals, and breadwinners. Whether it’s navigating jargon-heavy platforms or struggling to meet arbitrary minimum investment amounts, many women simply feel that investing is ‘not for them.’ As Kerryn highlights, platforms designed by economists often fail to cater to women who want simplicity, transparency, and accessibility.
Systemic gender inequities
Only 2% of VC funding globally goes to businesses led by women. Even on platforms designed for financial growth, the representation of female leadership remains dismal, compounding the perception that investing – and business ownership – is a ‘man’s world.’ This discourages women from participating both as investors and as leaders of businesses worth investing in.
How do we empower women to take control of their finances?
Breaking the cycle of financial exclusion requires deliberate steps to make investing more accessible for women. Here are actionable insights:
Create accessible and transparent platforms
As mentioned, one reason women hesitate to invest is because traditional platforms are often opaque and intimidating. Platforms designed for inclusivity must simplify processes, demystify concepts, and present information in a way that empowers users to make informed decisions. “If something is too complicated, women will log off – they need platforms that are intuitive, relatable, and easy to understand,” says Kerryn.
Start with what you know
Encouraging women to invest in industries and companies they understand lowers the mental barrier to entry. “Stick to industries you feel connected to, whether it’s cosmetics, fashion, or tech. If you don’t feel comfortable with charts and numbers, start small in areas you care about,” Kerryn advises. Beginning with familiar terrains builds confidence, which can then open doors to exploring broader opportunities.
Encourage small, incremental investments
A powerful shift in wealth creation comes from platforms that allow micro-investing. By reducing the financial barrier to as little as R50 or R100, women can start investing without feeling as though they’re putting their livelihoods at risk. Kerryn shares the example of tokenised investments that allow anyone to own fractional shares in companies, democratising wealth creation and removing the stigma that investing is only for the wealthy.
Leverage networks and mentorship
Networks empowering women to share experiences, exchange strategies, and learn from one another create a safe space to take risks together. Kerryn likens this to ‘passing down recipes,’ where knowledge and encouragement flow between trusted individuals, nurturing confidence to invest in themselves and their futures.
Highlight role models and success stories
Representation matters. Seeing women succeed as business leaders and investors inspires others to follow suit. Kerryn shares a powerful story about a female-led business on her platform that started with just R3,500 from a government grant and has now grown into a legacy company. Women need to see what’s possible when investments are aligned with purpose and passion.
Kerryn’s advice to women is simple yet powerful: Don’t be afraid to invest. “Whether it’s moving a small amount from a low-interest savings account to a higher-yield investment, or starting with just R50, the power of compound interest can’t be underestimated. Your investments may start small, but over time, they will grow exponentially. Don’t wait for the perfect moment – start now.”
At its heart, financial empowerment is about giving women the confidence, tools, and opportunities to build wealth, independence, and resilience. When women take control of their financial futures, they can reach their true potential – and in doing so, they uplift everyone around them.
Comments