We all know about the gender pay gap that keeps women earning just 80 cents to every man’s dollar. But there’s another, far more consequential one: the investing gap, where women are losing out on potential millions because they just don’t do it.
Why? Maybe it’s because money—and many of our expressions around it—weren’t written for them. For a series of financial education workshops in partnership with women’s collective and co-working space The Wing, SoFi developed swag that challenged attendees to rewrite the rules—and invest in a different kind of future.
The powerful result: More than half of the first event’s attendees opened a SoFi Invest account.
When we translated the concept to digital for an International Women’s Day social campaign, we knew we were onto something.
The posts reached more people in 48 hours than we normally reach in a week, and our top performing post had 35% more engagement than our benchmark.
CW Kelly Bonner
AD Naama Sternlicht
ACD Elaine Kelch
ECD Shahin Edalati