Women who open and fund an account with ETFmatic will not pay investment management fees for six months.
The robo-investor’s campaign is designed to throw light on the investment gender gap, which typically sees men in a better position to invest than women who are more likely to take career breaks or a cut in hours to raise their children.
The ability for women to invest may also be hampered by the 18.6 per cent salary difference for all types of employment and 9.4 per cent for full-timers.
While the gender pay gap is closing Deloitte estimates it will only slam shut in 2069, if the current trend perseveres.
Attitude to risk is a further factor that adds to the differences between men and women.
Several studies have found women are more likely to put money into savings accounts, rather than invest.
ETFmatic concludes this indicates a lower tolerance for investment risk, which needs to be addressed if women are to achieve long-term financial goals.
Stefanie zu Dohna, client and operations director at ETFmatic, said: “At ETFmatic 10 per cent of our clients are female. The average age of our customers is 34 years. This is an age where lots of people settle down and start seriously thinking about their investments for the future.
"But this is also an age where many women are likely to be taking time out of full time work to raise children and earnings may decline - any savings put to one side on a regular basis need to work harder to meet long term financial goals.
“For the next month any woman that opens and funds an account with ETFmatic will have zero investment management fees for six months.
"We hope this helps plug any investment gaps, and encourages more women to use digital wealth management platforms as an alternative investment solution that’s quick, easy, transparent and secure.”
Susan Hill, chartered financial planner at Susan Hill Financial Planning, said: “There is a need for women to take control of their finances. They like to have a plan and to work towards a goal, however they are more cautious than men, and take more time to consider their options.
“I think male advisers don’t always help as they work differently to women and can come across as a little patronising. The solution is to get more female advisers out there and, of course, to ensure sound financial education starts at an early age, and is delivered with both genders in mind.”
dan.moore@ft.com
