BY THE OPTIMIST DAILY EDITORIAL TEAM

Women have long been underrepresented in finance and investing, but three Danish entrepreneurs are on a mission to change that. Female Invest, founded by Anna-Sophie Hartvigsen, Emma Due Bitz, and Camilla Falkenberg, has grown from a grassroots initiative into a global financial education platform serving women in 125 countries.

Now, the company has secured £18.2 million ($23 million) in funding to expand its impact; the goal is that these funds will help to make financial literacy the norm for women, not the exception.

“Despite having an academic background in finance and business, I still found that most investment spaces were dominated by men,” Hartvigsen told IBT UK. “That realization, combined with my co-founders’ experiences, made us determined to create a platform that makes investing accessible and empowering for women.”

Since its launch in 2019, Female Invest has achieved remarkable milestones: publishing the Sunday Times bestselling book Girls Just Wanna Have Funds (2023), earning a spot in Forbes’ 30 Under 30 (2020), and cultivating a community of thousands of paying members worldwide.

Breaking barriers in finance

Securing funding for a female-led startup is no small feat. Historically, only one percent of venture capital (VC) funding goes to businesses founded by women. Convincing investors that women wanted financial education was a challenge in itself.

“Many people dismissed the idea, assuming women were not interested in investing,” Hartvigsen explained. “We stayed persistent, built a community, and eventually secured £18.2 million in funding, proving that women are hungry for financial empowerment.”

The UK remains the platform’s biggest market, showing a significant demand for financial literacy among British women.

Why women struggle to invest—and how Female Invest is changing that

Women face both structural and psychological barriers when it comes to investing. The finance industry has historically been built by and for men, making it less accessible to women. In addition, societal conditioning teaches men to take risks with money, while women are often encouraged to be cautious.

“Women are just as capable as men when it comes to investing, but they often hesitate due to a lack of representation and financial education,” Hartvigsen said.

To combat these challenges, Female Invest provides accessible and affordable resources, including webinars, financial courses, and expert-led discussions. Their goal? To ensure all women, regardless of income level, can gain financial confidence.

Mindset over maths: the key to investing success

Hartvigsen argues that a strong investment strategy isn’t about taking huge risks or having an advanced mathematical background. Instead, mindset is what truly matters.

“The most successful investors are consistent and long-term focused,” she explained. “It’s about having patience, curiosity, and confidence—believing that financial independence is within your reach and that you deserve to build wealth.”

The future of Female Invest

To keep up with an ever-evolving financial landscape, Female Invest continuously updates its content, collaborates with financial experts, and listens to its community.

“Financial education isn’t static—it has to evolve with the market,” Hartvigsen said. “Whether it’s new investment strategies, policy changes, or economic shifts, we ensure our members have the most up-to-date and practical knowledge.”

Next on the agenda? Expansion into the U.S. market, a move that Hartvigsen describes as both “scary and exciting.” The platform will also host a financial literacy webinar on February 13, 2025, offering practical investment strategies to women worldwide.

Investing isn’t just for millionaires—it’s for everyone

For those hesitant to start investing, Hartvigsen’s advice is simple:

“Financial independence isn’t about how much money you make—it’s about how you manage it,” she said. “Start small, stay consistent, and focus on long-term stability, not short-term wins.”

Hartvigsen encourages women to take the plunge, even if they start with small investments in index funds. The key is to start now and build knowledge over time.

A movement that’s just getting started

Female Invest is more than just a financial platform; it is a movement reshaping the finance industry to be more inclusive.

Last summer, the company installed a giant hourglass in London, symbolizing that time is running out on financial gender inequality. The campaign was inspired by the World Economic Forum’s Global Gender Gap Report, which estimates that it will take 169 years to close the financial gender gap. Women from the Female Invest community signed the hourglass in solidarity, demonstrating their commitment to changing that statistic one investment at a time.

For Hartvigsen, the most rewarding part of this journey has been witnessing real-life transformations.

“Hearing stories of women overcoming challenges—divorce, illness, financial hardship—and taking control of their finances is incredibly rewarding,” she said.

The financial world may still be playing catch-up, but Female Invest proves that women are more than ready to take control of their wealth. And with millions in funding, a global community, and an unstoppable mission, this is just the beginning.