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Investing apps are mostly targeted toward young men. Now, female-led startups want to drive a generational change in investment habits.

Investing apps are mostly targeted toward young men. Now, female-led startups want to drive a generational change in investment habits.
Financial education platform Your Juno.Your Juno


A new crop of fintech apps want to make stock-trading and finance more accessible to women.




Startups like financial education platform Juno that were designed with women in mind.




Triin Hertmann, cofounder of investment app GrA 1/4 nfin,A says women are "totally underserved" by fintech.


While technology startups in Europe experienced a banner fundraising year in 2021, it was mostly male founders who benefited.Investors pumped $121 billion into the region's startups, but just 1.1% of the cash went toward female-led companies, according to Atomico's State of European Tech report.This uneven distribution of funding may explain why fintech products a?? the continent's biggest startup sector a?? may not always meet the needs of half the population.Women tend to suffer when it comes to both financial access and literacy, per the Global Financial Literacy Excellence Center, which suggests a perceived lack of knowledge and confidence makes female consumers shy from participating in, for example, trading stocks.
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