Female Invest launched our new brand this week, and the response has been one of excitement and buzz. But we've also been flooded with questions by people intrigued as to why we’ve rebranded and what it means for the global movement we’re building. So, let’s fill you in on what’s been going down behind the scenes in the Female Invest universe and why we’re cultivating a fresh and emboldened identity.
Our mission expanded
The origin of our company was simple. Female Invest was born from our own frustrations within the financial space: the lack of female role models and how hard it was to find information we could relate to. Co-founder Anna-Sophie Hartvigsen said: “However, we soon realised that our own frustrations with the lack of women in the financial space was a symptom of a global problem that impacts every single woman in the world. And with that, our mission expanded”.
Hartvigsen added: “Although we weren’t founded as a political company, we recognize that a stronger voice is required of us if we want to use our platform to create long-lasting change alongside our community. That, we do. That is why we’re launching a new chapter of our brand identity where the storytelling stretches beyond financial issues alone.
Addressing inequality issues beyond the financial
Financial equality is a prerequisite for equality in all aspects of life. But whilst money is the root to empowerment in other spheres of life and remains our core focus, it is not enough to focus solely on the issue of finance without considering the whole picture. This warrants us to start addressing inequality issues beyond just the financial wherever it's required of us.
That means tapping more into the advocacy space from time to time, facilitating conversation around the social issues and the debates that currently characterize the generations of our members and broader community. “As leading players in the field, we acknowledge the importance of expanding our outlook” says Co-founder Camilla Falkenberg. “Because the truth is, women fall financially behind at all stages of life – and the compounding impact of various forms of inequality is one that cannot be overlooked."
Expanding our voice
With that, we're committed to being a leading voice for gender inequality in its various forms, whilst also sharing the voices of diverse women embarking on their own journey towards financial success.
Because more women are demanding change. We needed a brand that reflected that.
So that goes without saying that we’re here, and will be the voice for, anyone and everyone who has ever felt left out of the narrative. And we’re dedicated to ensuring our new brand embodies this very mission.
We welcome everyone, everywhere
Our focus on women, and anyone who identifies as such, remains firmly intact. Women are disproportionately left out of the narrative, and statistically fall far behind financially — that’s a fact.
But equally, this is a battle for everyone who feels left out of the conversation and allies alike. We represent women from all walks of life regardless of their sexuality, ethnicity, nationality, religious belief, political affiliation and so forth. And if you don’t identify as a woman, that’s fine too. Because we believe greater power comes from allies joining the movement with us.
A bolder voice but humour remains a key part of our DNA
We have a clear vision for the future which we acknowledge is not embodied in the current visual identity for our brand, nor in our tone of voice. This means elevating our visual and verbal communication to be a more bold, unapologetic and trustworthy — a voice that captures a cultural moment in history where women are taking control to build the lives they want to lead.
But in guiding our community to a life on their own terms, we will also continue being light and safe space for them and humour will forever be a part of DNA, so the fun is not going anywhere! Luckily, we’re women, so we’re allowed to be complex.
A bolder and braver visual identity
With that all said, we’ve shifted from the outdated lavender purple to bolder, brighter visuals. Bright blues, yellows and reds are becoming our new norm. Punchy titles, confronting graphics too.
We felt that our lavender universe served in creating a safe space where women felt included in the conversation. But with more and more women continuously joining the movement, the demands for equality have become more powerful. Our confronting new visual identity reflects exactly that.
We’re no longer hiding behind cartoon explainer videos to teach women about personal finance and investing. Instead, we’re putting powerful women and financial experts in front of the camera to educate our community within our learning platform and through our webinars.
There's no better time to join the movement.