In the world of money and investing, most tools and advice have been made with men in mind. But back in 2014, something different started. A new financial company called Ellevest was launched to help women with their money in ways that truly fit their lives.
Ellevest was co-founded by Sallie Krawcheck, a well-known leader on Wall Street and Charlie Kroll. Sallie noticed that many financial tools didn’t work for women. So she helped create something new—a platform that understands women’s real financial needs.
According to The World Economic Forum, Ellevest was built as a better choice than traditional investment services. It looks at the big picture: women earn less over time, often take breaks from work for caregiving and live longer. All of this changes how they should plan and save.
Sallie Krawcheck, who is now the CEO of Ellevest, once said in Forbes: “Uncertainty is even more stressful than the certainty of pain. Get clear on where you stand financially and make that plan. That’s financial self-care.”
Designed for Women’s Real Lives
Ellevest doesn’t use a one-size-fits-all method. Its investment strategies are built using algorithms but not the usual kind. These ones are special they include data about the pay gap, career breaks, and retirement timelines.
The platform offers two main types of portfolios:
Core Portfolios which focus on low fees and spreading out risk
Impact Portfolios, for those who want their money to support causes like gender equality, racial justice, and climate change.
This matches research that shows many women want their investments to do more than grow—they want them to help the world too.
Ellevest also chooses who handles your money carefully. As the company says it “invests through underrepresented asset managers,” meaning people who are often left out of the finance world. Around 80% of these managers are either women or people of color—a huge difference from the industry average of just 2%.
More Than Just Investing
But Ellevest doesn’t stop at investing. It also teaches women how to make smarter money choices. On its platform, users can set goals like buying a house, starting a business or saving for retirement.
Investopedia explains that Ellevest also offers helpful resources: articles, online workshops and even full courses. These are designed to make money feel less scary and more manageable.
Using Ellevest is pretty simple—you pay a flat monthly fee, usually $12 per month or $129 per year. Members also get discounted access to certified financial planners also called CFP® professionals—who give personal advice.
For women with more wealth to manage, Ellevest offers a Private Wealth Management service. This is more tailored, and personal. By 2025 this part of the company managed $946.7 million for 287 clients.
A Major Change in 2025
Ellevest has grown and changed since it first began. In the early days, it was all about long-term investing. Later it added career coaching, and even banking features.
But in February 2025 something big happened: A company called Betterment bought Ellevest’s automated investing accounts. This means Ellevest no longer offers those services.
Now, Ellevest focuses only on serving high-net-worth clients. That means it works with people who have large amounts of money to invest. The company believes this will help them offer even better personal help to a smaller group of people.
According to Master Card, Ellevest was called a “Disruptor” by CNBC—showing how it challenged old ideas and brought something new to the table.
Building a Stronger Community
Money isn’t just about numbers, it’s about real life. Ellevest understands that, and it works to build a community where women support each other.
Their website shares advice on important and sometimes emotional topics—how to manage finances after a divorce, how to handle job changes and how outside forces like discrimination, affect money.
Sallie Krawcheck once said: “Women don’t need to be empowered; what we need is to optimize the power we already have.”
This message is a big part of what makes Ellevest different. The platform doesn’t talk down to women or act like they don’t know what they’re doing, instead, it gives them tools to make smart choices with the power they already have.
Why It Matters
Ellevest was made for women by people who understand women’s lives. It’s not just about getting rich—it’s about creating freedom, safety and power through smart financial planning.
From personal advice to real-world education; Ellevest is changing what money means for women today. It shows that financial tools don’t have to be boring or one-sided. They can be made to fit people’s actual lives—and in doing that, they can help change the world.
