Ellevest “Invest Like A Woman”
Strategy:
Harness the anger sparked when women realize exactly how much money they stand to lose over a lifetime just by using 'male-centric' industry standard investment tools
Context:
Ellevest was a first-of-its-kind investment tool, built on an algorithm that takes a woman’s financial outcomes in mind. But, women didn’t know they needed that and were therefore choosing other robo-investment services.