Unlocking the trillion-dollar feminine financial system


As ladies have gained financial energy, their financial affect has expanded. Ladies lengthy held major buying duty for on a regular basis home goods, however at present, they management or affect 85% of client spending.

I based Cake Ventures as a enterprise capital agency that invests in know-how firms that tackle our world’s quickly altering demographics.

My thesis is made up of three layers of demographic change: getting old and longevity; the shift to ‘majority-minority’ the place the web is pushed by a inhabitants of tech adopters from Asian, Black and Latino backgrounds; and womens’ elevated incomes and spending energy.

Many buyers consider alternatives to spend money on ladies solely by way of the lens of feminine founders (and we are able to’t speak in regards to the alternative in feminine customers with out acknowledging the dismal funding numbers for feminine founders), however there’s a parallel alternative within the feminine financial system — investing in know-how that solves the issues and meets the wants of feminine customers.

Ladies ought to now not be regarded as a distinct segment. In reality, they’re some of the vital development markets we’ve ever seen.

This cohort is already driving firms to multi-billion-dollar outcomes in ladies’s well being, e-commerce, the care financial system and different classes. The decacorn valuation of SHEIN and the billion-dollar (or extra) valuations of Maven Health, Faire, and Incredible Health are just some examples of the enduring energy of the feminine greenback.

How did ladies change into a development market?

Right this moment, ladies make up roughly half of the U.S. working inhabitants and, when adjusted for self-employment, are the brand new workforce majority. A lot of this development was pushed by features within the retail and healthcare sectors, industries that make use of extra ladies and are closely influenced by feminine spending energy.

The rise in feminine employment can also be inextricably linked to training: As of 2019, nearly half of the employed feminine inhabitants ages 25-64 held a bachelor’s diploma or increased – representing a quadrupling of ladies with levels since 1970.

Right this moment, ladies make up 59.5% of faculty college students and whilst enrollment in U.S. universities is declining, males account for 71% of that decline. If this development continues, quickly two ladies will earn a university diploma for each one earned by a person.

Even with a persistent wage hole, these elements have led to a dramatic enhance in ladies’s monetary energy. American ladies management greater than $10 trillion in property (an quantity anticipated to triple over the subsequent decade), pushed by a gradual upswing in workforce participation, training and wage development.

Ladies are more and more prone to be the first bread-winner, monetary contributor, and head of family, making 85% of day-to-day spending choices and 80% of healthcare spending choices for the household.

4 key funding themes

The tempo of ladies’s financial exercise has elevated throughout each class. This impacts not simply client classes like magnificence, attire, and family items, however can also be altering who turns into major purchasers of housing, customers of economic merchandise like bank cards and mortgages, and decision-makers within the office.

There are 4 main classes by which the wants of ladies have pushed the acceleration of their client {dollars}:

The “tremendous client”

Ladies have lengthy been a goal buyer for retail and e-commerce, however the trendy feminine client – a “tremendous client” – exerts much more affect over the financial system than ever earlier than. Numerous privately held unicorns and multi-billion-dollar market cap public firms can attribute their development to a robust and engaged feminine client base.

Many would place billion-dollar magnificence and style manufacturers like Skims, SHEIN, and Savage x Fenty into the class of firms pushed by feminine consumption. Dig deeper, and also you’ll see the feminine client greenback drives each the acceleration of recent client manufacturers and related exercise round creators and influencers, e-commerce enablement, and provide chain.

The affect of the feminine greenback will be felt in consumer-facing classes like training, healthcare, meals, and monetary know-how. When fascinated by the feminine client, it’s extra acceptable to ask, ‘which industries are usually not influenced by the feminine greenback?’

Ladies’s well being and wellness

Ladies are the largest customers of healthcare based mostly on each their very own well being wants in addition to their position as major healthcare decision-makers for his or her households. “Femtech” is now a widely known class of healthcare innovation, reaching $16 billion in funding as of Q3 2022, and is estimated to be an almost $1.2 trillion business by 2027. Corporations like Tia Health and Kindbody have modified the consumer expertise of healthcare for girls and others like Alife and Gameto are fusing science with AI and knowledge to modernize in vitro fertilization, ovarian illness, and menopause.

The alternatives prolong to maternal well being, psychological well being, and at-home diagnostics – all areas that may see accelerated innovation within the coming years. In a post-Roe world and one by which ladies need to take extra management over their healthcare, ladies’s well being is poised to be some of the energetic areas of innovation.

The care financial system

As ladies have taken on extra skilled duties outdoors the house, their caregiving duties haven’t decreased. Dismissing caregiving as “ladies’s work” has allowed the class to go ignored and under-invested even within the wake of rising numbers of male caregivers and the flood of getting old mother and father who will make new caregivers of many people.

Caregiving turned a political speaking level through the 2020 election and the Biden Administration put forth a 2024 price range proposing $750 billion in federal help for caregiving. Alongside this federal focus, there’s vital market alternative for know-how that makes this care extra accessible and inexpensive.

Corporations like Mirza are serving to employers help working mother and father with caregiving subsidies that lower childcare-related absences. There’s a huge alternative to construct options that alleviate the monetary burden of caregiving, help each skilled and household caregivers, and make care extra accessible and inexpensive for everybody. As ladies change into our most extremely educated workforce, we’ve to determine how each care and work get executed.

Ladies at work

In the course of the pandemic, ladies in skilled careers took up the instruments of hybrid and distant work which have since reshaped the fashionable office. It’s these skilled ladies who’ve been driving the demand for rising applied sciences and platforms essentially shifting the return to work. The way forward for non-white collar work is especially related to ladies in classes like training, service jobs, healthcare, {and professional} caregiving. Labor marketplaces like ShiftMed and Vivian Health emerged to fill healthcare job shortages, specializing in totally different facets of the expert clinician job market. As applied sciences like synthetic intelligence pressure the evolution of white-collar work, the non-white collar jobs the place ladies are concentrated will discover AI to change into an accelerant to coaching and the elimination of a number of the extra tedious duties and reporting necessities in these jobs.

Wanting forward: Investing in ladies

Right this moment, ladies are extra educated, energetic within the workforce, and extra prone to begin firms than ever earlier than. Nonetheless, there’s a lot progress to be made in harnessing their financial energy. This hole is the alpha alternative for buyers.Investing in each women-led firms and industrial areas the place ladies’s wants have but to be met has the potential to unlock billions of {dollars}.

Ladies ought to now not be regarded as a distinct segment. In reality, they’re some of the vital development markets we’ve ever seen.

This white paper comprises extra of Cake Ventures’ analysis on demographic change.


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