The online outposts of most investment firms are awash in images of men in suits talking to one another, financial jargon, and rows of stats and pie charts. Choices are framed around returns and investment products that somehow seem detached from real life: Large- or small-cap companies? Global or domestic? Is it time to switch your IRA?

Compare that with Ellevest’s sleek home page, with its motto Investing, Redefined for Women. In their research, the Ellevest team found that women like to think of investing in terms of reaching life goals–starting a business, having a baby, sending kids to college–not in terms of beating the market.

man sometimes I am disappointed by the entertainment value of New Feminist Cosmo but then there’s stuff like this

#tbf the article does actually make an interesting point#which is that women have less money in risky assets than men#and this actually costs them more than the gender pay gap#(not that I checked the math on that)#q u a r t e r l y c a p i t a l i s m