Women tend to live longer and face diverse lifestyle costs and as such have different financial demands. In an effort to simplify and demystify money management a new robo-adviser has been launched in Singapore catering to Asian women only.
Miss Kaya is the first licensed robo-advisor in Singapore, with Marvelstone Capital as its fund management company. Currently available to high net worth individuals, the plan is to be accessible to retail investors in the near term.
It is not the first women only investment service, among others well known wealth manager Sallie Krawcheck (pictured) launched Ellevest last year and attracted investment from some powerful and wealthy women including Venus Williams. However, going after Asian women could set Miss Kaya apart.
The founder of the new fintech service says women tend to avoid managing their finances or investing often. However, women have the money and skills to be successful investors. It is just that the financial services and tools available in Asia are often complicated and difficult to comprehend in general.
Intimidated by Financial Jargon
«The jargon, financial lingo, analogies, and more, all are designed to be relevant to those already familiar with finances, this makes it daunting for the modern woman to feel confident with their personal finances or feel eager to invest,» said Gina Heng, the founder of Miss Kaya.
The ex-hedge fund manager turned entrepreneur Heng decided to develop an educational fintech platform suited to the needs of women. Miss Kaya, also the first female-focused financial platform in Asia, serves to empower women to achieve longer-term financial goals, and allows them to pursue their dreams.
Calibrated For Female Demands
Once women are more aware of the financial implications they are faced with, Miss Kaya will take them through the next step via effective budgeting tools and even an e-wallet with a Miss Kaya debit card, all of which will help them transact seamlessly and remain financially responsible.
Miss Kaya's strategies and layout are unique and stand apart from the other digital platforms in Asia. For example, women tend to live longer and face different lifestyle costs, affecting the way the investment algorithms will perform. Also, from a customer-standpoint, Miss Kaya's open approach is distinctive and the interface feels modern.
Miss Kaya takes into account the customer's goals, risk appetite and profile information, and then develops a unique portfolio along with a specific timeline and suggested recurring contributions. The customer can take these suggestions into account and modify as she feels fit, and Miss Kaya then reassesses the outcomes.
