Why Australian women are creating their own paths to wealth
Female investors are on the rise, and they’re managing the markets their own way
3 min
T hey’re young, they’re women and they’re ethically motivated – they are the new face of investing.
While the COVID pandemic was a growth period for new investors in general – there were more than three times as many new investors during 2020 than before – young female investors were already there.
They had been closing the gender investor gap long before we donned face masks and lined up for Covid vaccinations. Women make up 45 per cent of all new investors, according to the ASX Australian Investor Study 2020 – that’s a 31 percent increase in the past decade. And they’re not stopping there; women account for 51 percent of those who plan to invest.
“Females aged 55-plus are the group that have had the biggest growth in homelessness and I think hearing things like this in the media has made young women feel that they need to do better in the long run,” says Elizabeth Moran, director of the Australian Investors Association. “Young women are very connected and these types of conversations are constantly happening among them.”
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The chat is happening mostly via social media, with the rise of ‘finfluencers’, says Andy Darroch, an independent financial adviser with Advise Me Today.
“These finfluencers have had a huge impact,” he says of the growing rate of young female investors. “Social media as a whole, but fundamentally podcasts, has been largely responsible for getting these conversations going amongst young females.”
There’s people like financial advisor Victoria Devine from the popular podcast She’s on the Money, whose tagline reads “one stop destination for millennials who want financial freedom…without skimping on brunch.” Sydney content producer Queenie Tan has a YouTube channel called Invest with Queenie where she shares her journey to financial freedom with her almost 35,000 subscribers. Rounding out the trio is Kate Campbell with her multimedia platform, How To Money, that includes podcasts, articles and an active online presence.
But just as we have seen with the beauty and the health and fitness industries where non-professionals were often giving advice outside their abilities and qualifications, so too with finfluencers.
While some of these queens of finance social media are accredited financial advisors, some are just sharing their personal journey. And ASIC has warned followers need to be wary of who they’re getting their financial advice from.
The ASIC Young People and Money survey found 33 percent of 18 to 21 year olds follow at least one financial influencer on social media and a further 64 percent
had changed at least one of their financial behaviours as a result.
Also growing is the number of finance apps have come onto the market to make investing easier.
“For 40 years the formula for independent success was save up, buy a house, rinse and repeat,” says Darroch. “But with house prices growing at one percent a month, you can’t do that anymore and people are looking elsewhere for a new formula for success.
“But the (finance) industry makes it so complicated – there’s over 40,000 investment options for your super alone. Tech-reduced barriers like apps are helping people navigate this complicated world.”
Pearler and eToro are two popular apps which promise to make investing easier.
But a new kid on the block is the Blossom app, co-founded by millennial Gaby Rosenberg, which promises to plant a tree in a bushfire-affected region for every new account opened. While anyone can use it, it’s clearly marketed towards millennial females with an ESG focus.
An environmental focus is something that resonates strongest with women, says Anil Sagaram, founder and CEO of Acacia, a free app that allows users to upload their financial information to find new options for their savings, energy, superannuation and home loans that are more financially rewarding and sustainable.
“The bushfires, floods and the pandemic have driven an accelerated awareness of social issues,” Sagaram says. “And sustainable propositions is something that really resonates with young women.”
Consumers are going to gravitate toward applications powered by the buzzy new technology, analyst Michael Wolf predicts
Chris Dixon, a partner who led the charge, says he has a ‘very long-term horizon’
After appeals to cashed-up Australians to stop spending, there’s a little inflationary relief in sight
2 min
The rate of inflation in Australia has fallen to 4.9 percent, according to data from the Consumer Price Index. Inflation is down from 5.6 percent in September and a peak of 8.4 percent in December 2022.
The housing, transport and food and non-alcoholic beverages sectors were the strongest contributors to the October increase, which is consistent with trends shown in ABS data from September.
“CPI inflation is often impacted by items with volatile price changes like Automotive fuel, Fruit and vegetables, and Holiday travel,” said acting head of price statistics at the ABS, Leigh Merrington. “It can be helpful to exclude these items from the headline CPI to provide a view of underlying inflation.”
Food and non-alcoholic beverages rose from 4.7 percent in September to 5.3 percent in the 12 months to October, driven by the rising prices of melons and bananas.
In good news for would-be home builders, new dwelling prices rose 4.7 percent, the lowest annual rise since August 2021, as a result of easing material supply conditions.
While the ABS noted that electricity prices rose 10.1 percent in the year to October, Mr Merrington said it could have been worse, if not for the introduction of the Energy Bill Relief Fund.
“Electricity prices have risen 8.4 per cent since June 2023. Excluding the rebates, Electricity prices would have increased 18.8 per cent over this period,” Mr Merrington said.
The inflation figures come ahead of the final meeting for the year of the RBA Board next Tuesday. The board raised the cash rate by 25 basis points at the November meeting following an increase in the rate of inflation in September.
Consumers are going to gravitate toward applications powered by the buzzy new technology, analyst Michael Wolf predicts
Chris Dixon, a partner who led the charge, says he has a ‘very long-term horizon’
