Sallie Krawcheck has unveiled Ellevest, a digital investment platform for women and the latest of her female-oriented ventures.
The mobile-first platform, announced Wednesday, aims to give women a goal-based investing experience. Krawcheck said women don't invest to the same extent as men and she wanted to do something to address the gender investing gap.
"With my background – and recognizing this gap – if I don't, shame on me," Krawcheck said in an interview. The former Bank of America and Citigroup executive will be the startup's chief executive.
Ellevest will provide its clients with an interactive financial plan that takes into consideration things like the gender pay gap, earnings power over time, risk preferences, women's longer life spans and caretaking responsibilities. Women generally earn less than men and their salaries peak earlier than men's, Krawcheck said. Also, women may have a different take on risk than men do, she said.
"A lot of people say women are more risk-averse," Krawcheck said. "I say they're more risk-aware."
Ellevest charges an annual 0.5% fee on assets under management. The client can start small, Krawcheck said. There's no required minimum dollar amount per month to maintain.
The digital adviser shows clients how they're progressing toward their goals and notifies them if they veer off course with advice for how to get back. The focus is on reaching goals, not outperforming the market.
"We don't judge her investing performance against the S&P," Krawcheck said. "Just to compare it – as the industry does – versus the S&P is exactly the wrong comparison."
Ellevest closed a $10 million funding round in September led by Morningstar. MasterCard CEO Ajay Banga, Allianz SE chief economic adviser Mohamed El-Erian and Depository Trust & Clearing Chairman Robert Druskin also participated in the funding round.
Krawcheck also chairs Pax Ellevate Global Women's Index Fund, which invests in companies whose directors and top managers are women, and Ellevate Network, a women's professional organization.