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.”
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2 min
For self-employed Australians, navigating the mortgage market can be complex—especially when income documentation doesn’t fit the standard mould. In this guide, Stephen Andrianakos, Director of Red Door Financial Group, outlines eight flexible loan structures designed to support business owners, freelancers, and entrepreneurs.
1. Full-Doc Loan
A full-doc loan is the most straightforward and competitive option for self-employed borrowers with up-to-date tax returns and financials. Lenders assess two years of tax returns, assessment notices, and business financials. This type of loan offers high borrowing capacity, access to features like offset accounts and redraw facilities, and fixed and variable rate choices.
2. Low-Doc Loan
Low-doc loans are designed for borrowers who can’t provide the usual financial documentation, such as those in start-up mode or recently expanded businesses. Instead of full tax returns, lenders accept alternatives like profit and loss statements or accountant’s declarations. While rates may be slightly higher, these loans make finance accessible where banks might otherwise decline.
3. Standard Variable Rate Loan
A standard variable loan moves with the market and offers flexibility in repayments, extra contributions, and redraw options. It’s ideal for borrowers who want to manage repayments actively or pay off their loans faster when income permits. With access to over 40 lenders, brokers can help match borrowers with a variable product suited to their financial strategy.
4. Fixed Rate Loan
A fixed-rate loan offers repayment certainty over a set term—typically one to five years. It’s popular with borrowers seeking predictability, especially in volatile rate environments. While fixed loans offer fewer flexible features, their stability can be valuable for budgeting and cash flow planning.
5. Split Loan
A split loan combines fixed and variable portions, giving borrowers the security of a fixed rate on part of the loan and the flexibility of a variable rate on the other. This structure benefits self-employed clients with irregular income, allowing them to lock in part of their repayment while keeping some funds accessible.
6. Construction Loan
Construction loans release funds in stages aligned with the building process, from the initial slab to completion. These loans suit clients building a new home or undertaking major renovations. Most lenders offer interest-only repayments during construction, switching to principal-and-interest after the build. Managing timelines and approvals is key to a smooth experience.
7. Interest-Only Loan
Interest-only loans allow borrowers to pay just the interest portion of the loan for a set period, preserving cash flow. This structure is often used during growth phases in business or for investment purposes. After the interest-only period, the loan typically converts to principal-and-interest repayments.
8. Offset Home Loan
An offset home loan links your savings account to your mortgage, reducing the interest charged on the loan. For self-employed borrowers with fluctuating income, it’s a valuable tool for managing cash flow while still reducing interest and accelerating loan repayment. The funds remain accessible, offering both flexibility and efficiency.
Red Door Financial Group is a Melbourne-based brokerage firm that offers personalised financial solutions for residential, commercial, and business lending.
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