We decided to take a product that isn’t typically marketed towards women, and use it as a way to empower them to feel more confident using investment software and making financial decisions. Even though many women are the account managers for a family, they are approximately 50% less confident in making these decisions. We chose Aretha Franklin as our spokeswoman, someone who overcame much adversity in her own life and earned the respect, adoration, and money of the world.
