Wealthtech applications may have taken the earth by storm, but they have a single significant shortcoming — a lack of female people. Women of all ages are continue to far a lot less probable to invest and in fact, ~70% of the buyers on applications like Robinhood are men.
That is why sisters Alexia and Margot de Broglie started off Juno, a gamified monetary-education and learning app for girls. It is officially released these days, hot off a £250k pre-seed spherical.
“Our mission is to deal with the gender money literacy and self esteem gap… [It’s] genuinely important simply because it leads to women of all ages missing out,” Margot tells Sifted.
Juno is modelled on Duolingo — the wildly effective startup that teaches foreign languages via quizzes and has had around 500m downloads.
Juno buyers start out by accessing different lessons, swiping through details cards and fun bitesize videos, shipped by young woman professionals. Matters selection from mortgages to financial debt, private finance to ethical investing and crypto. Soon after that, enter gamification: polls, quizzes, progress trackers, and motion things at the end of each lesson.
The notion for the app arrived through lockdown, following woman good friends beginning bombarding the sisters asking for economic suggestions.
“They ended up asking me about the complete fundamentals of finance. ” states Alexia de Broglie, who worked at PwC at the time. “[Meanwhile], a great deal of my male colleagues and close friends — even the ones with no economic track record — are so cocky about the way they make investments in crypto, the way they conquer the marketplace. That is when I actually observed there’s a significant gender disparity.”
De Broglie determined to begin a mini finance program by means of e-mail, which swiftly received 500 indication ups and a completion charge of over 75%. Realising there was a “huge appetite” for the product or service, she give up her job and pulled in young sister Margot to cofound Juno.
Because then, Juno has built up a social media group of in excess of 8k.
A growing market
Named right after the Roman goddess of fund safekeeping, Juno is not the only company hoping to make financial education and learning enjoyment.
In Europe, preferred illustrations contain Finimize — an investment decision guidelines e-newsletter — and NatWest’s MoneySense programme.
In the US, Zogo has started off generating waves between Gen-Z, having effectively passed as a result of the Techstars accelerator. It benefits engagement with ‘pineapples’ that can be converted into discount codes and looks to make dollars from partnering with big banking institutions.
But the de Broglies say Juno is unique in focusing on gals and non-binary individuals, as perfectly as adapting to each individual individual’s stage of comprehension.
“There’s no 1 else in this current market that is solving this difficulty,” suggests Alexia. “We’re developing an app that has a finding out algorithm that genuinely permits us to build a personalised economic schooling journey.”
The hope is that females will flock to Juno as a carefully personalized space, purpose-created and available for novices.
In undertaking so, the application strategically cuts throughout femtech, TikTok and edtech — all booming marketplaces.
In certain, the rise in economical influencers on TikTok — dubbed “FinTok” — has given Juno another proof-issue.
“We are riding on the wave of FinTok, and the curiosity that is been developed there. [But] they are hunting at resources that are not always reliable…So we’re type of recreating that user practical experience of TikTok but earning it trusted and personalised.”
From educating revenue, to *making* dollars
Juno will initially offer the courses for free of charge but strategies to introduce a paid out variation early following yr (the price has not yet been decided).
It is a identical monetisation route to the 1 that Duolingo went down, but it’s taken several years and a enormous scale to make it function. Only 3% of Duolingo’s hundreds of thousands of people are paying subscribers, proving that ‘freemium’ models are hard perform.
Continue to, the sisters say that — not like a foreign language — a monetary education and learning can pay back off straight away.
“Providing high high quality and unbiased money instruction is a thing the user is keen to pay out for if they know for sure…we’re not delivering something that is sponsored,” claims Margot, citing person analysis.
The founders also imagine women of all ages will occur back to Juno several occasions around their lives and will shell out to have a dependable guideline at different vital times. Juno’s end users are evidently now reaping the gains — one particular still left a economically abusive romance and lots of reported they’d renegotiated salaries.
Most importantly, Juno plans to scale across Europe. The sisters are 50 percent French and fifty percent German, creating these reasonable subsequent markets to deal with.
“Once the [personalisation] tech is figured out, that is seriously effortlessly scalable. We just want to roll out the articles for the diverse countries,” says Alexia. “We surely see Juno as a international solution.”
A different avenue for Juno could be to start its have monetary companies — like in-application investment equipment, banking or wealth management.
But the sisters say education and learning should occur very first.
“We really do not believe producing a pink lender, or an investment system that is been rebranded for gals is going to clear up the problem,” Alexia concludes, adding even so that they’re “open-minded.”