The Silent Revolution – How Women Are Transforming the Fintech Industry

Fintech, like other business sectors, strives to implement innovations to evolve for the better. Among the trends that are gradually taking root in 2025 are:

• Artificial Intelligence (AI) Usage – AI is employed for data analysis and personalized financial services. According to CBInsight, investments in AI are on the rise, reaching $23.2 billion in the second quarter of 2024.

• Cybersecurity – Combating phishing, hacker attacks, and malware will cost companies $10.5 trillion in 2025, according to Cybersecurity Ventures. Reliable protection of user funds and data increases trust levels.

• Blockchain Technologies – According to Crypto & Blockchain Venture Capital, 1 billion people will be using cryptocurrencies by 2027, keeping this sector in the spotlight.

Changes are also happening on the social front. Outdated beliefs, such as the notion that women cannot survive in the "harsh, entirely male-dominated" business world, are gradually fading away. Fintech startups are growing thanks to a silent revolution—women persistently, often quietly, introduce innovations into the industry, improving the financial landscape. Considering the female perspective is a key factor in making the sector better.

However, the percentage of women involved in fintech remains relatively low compared to men. According to the EY European Financial Services Boardroom Monitor, women hold 39% of board director positions in financial companies but only 11% in fintech. The Conversation, examining the market in Europe, the U.S., and Canada as of April 2024, provides an even more discouraging statistic: only 4% of fintech companies are led by female CEOs, and 18% have women on their boards. Overall, just 7.7% of all fintech entrepreneurs are women.

Surprisingly, this gender gap impacts profitability. A study by Boston Consulting Group found that startups founded by women generate more than twice the revenue per invested dollar compared to those founded by men. Jenny Abramson, founder and managing partner of Rethink Impact, states:
"Twenty years ago, female founders received a larger share of venture investments than they do today. This is strange, given that data clearly shows companies with gender-diverse leadership teams perform better financially. Our team believes that the next generation of companies will succeed due to their diversity combined with an unwavering commitment to their mission for the benefit of all communities."

While ignoring the female market may not have seemed like a major issue until now, an IFC study suggests that understanding gender differences could unlock an additional $31 trillion for fintech companies. The study also highlights that, despite higher customer acquisition costs for women, around 63% of fintech companies that tailor their products and services to female users ultimately gain more loyal customers who stay with them longer. However, proper adaptation is crucial—it’s not just about targeting ads at female audiences but also creating genuinely useful financial products for women.

One standout example is Ellevest, an investment startup founded by Sallie Krawcheck in 2014. This platform accounts for pay gaps and career breaks, offering personalized investment strategies for women. It even includes a portfolio option that excludes investments in environmentally harmful companies. The leadership team is 84% female. The company manages over $2 billion in assets and went public on the New York Stock Exchange in March 2024. The platform’s community exceeds 3 million female clients.

Another interesting project is WealthMeUp, founded by Feli Oikonomopoulou during her MBA program at Yale School of Management in 2024. WealthMeUp is the first female-focused fintech app integrating investing into daily routines. Users can invest rewards earned from everyday purchases directly into their portfolios. The goal is to make investing as habitual as buying morning coffee. According to the company, 70% of its users are Gen Z and young Millennial women.

The silent revolution continues—and the more women gain influence in fintech, the faster the industry will adapt to real societal needs. In the future, financial services that embrace diversity and cater to all users' interests will have a significantly greater chance of becoming market leaders. And women, with their unique vision and experience, play a crucial role in this transformation.