SlideShare a Scribd company logo
1
Harris Insights & Analytics, A Stagwell LLC Company © 2018
Source: Harris Poll Brand Platform January 1, 2021 – December 31, 2021, for all brands except Klarna which began tracking 2/1/21
Fidelity Investments Mint Vanguard E-Trade Klarna Robinhood Investing Acorns Personal Capital
YOY change in usage among women
Jan-21 Dec-21
The number of women who are regular fintech users has increasedYOY
From budgeting to investing to saving, women are increasingly relying on technology to manage their finances
2
Harris Insights & Analytics, A Stagwell LLC Company © 2018
Source: Harris Poll Brand Platform, 12/01/2021 - 1/28/2022
We are reaching a tipping point where Millennial women are now using digital
financial planning tools, like Acorns and Robinhood, more than men
Women are embedding fintech as a regular part of their habits and routines
Trended usage by gender
Millennial men Millennial women
Trended usage by gender
Millennial men Millennial women
3
Harris Insights & Analytics, A Stagwell LLC Company © 2018
Source: Harris Poll Brand Platform, 11/20/2021 - 2/17/2022
Women are more loyal to platforms they love, being more likely to become advocates
after usage
Ellevest is a prime example of a platform that has been able to table into women’s needs in a genuine way, generating nearly
double advocacy scores among women compared to men
Conversion Funnel
Awareness
21.1%
Men
Familiarity
68.6%
Trial
85.4%
Usage
77.9%
Recommend
34.5%
Awareness
8.9%
Women
Familiarity
64.4%
Trial
72.2%
Usage
63.8%
Recommend
62.8%
4
Harris Insights & Analytics, A Stagwell LLC Company © 2018
Source: Harris Poll Brand Platform, 11/20/2021 - 2/17/2022
Women are also more likely to associate outcome-focused imagery with the platform
Viewing it as a source of confidence and class, while men see it as something that is more stylish or premium
Top attributes Top attributes

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Wealth on autopilot: Women increasingly diving into fintech to drive wealth

  • 1. 1 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Source: Harris Poll Brand Platform January 1, 2021 – December 31, 2021, for all brands except Klarna which began tracking 2/1/21 Fidelity Investments Mint Vanguard E-Trade Klarna Robinhood Investing Acorns Personal Capital YOY change in usage among women Jan-21 Dec-21 The number of women who are regular fintech users has increasedYOY From budgeting to investing to saving, women are increasingly relying on technology to manage their finances
  • 2. 2 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Source: Harris Poll Brand Platform, 12/01/2021 - 1/28/2022 We are reaching a tipping point where Millennial women are now using digital financial planning tools, like Acorns and Robinhood, more than men Women are embedding fintech as a regular part of their habits and routines Trended usage by gender Millennial men Millennial women Trended usage by gender Millennial men Millennial women
  • 3. 3 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Source: Harris Poll Brand Platform, 11/20/2021 - 2/17/2022 Women are more loyal to platforms they love, being more likely to become advocates after usage Ellevest is a prime example of a platform that has been able to table into women’s needs in a genuine way, generating nearly double advocacy scores among women compared to men Conversion Funnel Awareness 21.1% Men Familiarity 68.6% Trial 85.4% Usage 77.9% Recommend 34.5% Awareness 8.9% Women Familiarity 64.4% Trial 72.2% Usage 63.8% Recommend 62.8%
  • 4. 4 Harris Insights & Analytics, A Stagwell LLC Company © 2018 Source: Harris Poll Brand Platform, 11/20/2021 - 2/17/2022 Women are also more likely to associate outcome-focused imagery with the platform Viewing it as a source of confidence and class, while men see it as something that is more stylish or premium Top attributes Top attributes