Why Women Belong on Both Sides of the Investment Table

In the world of startups and investment, a familiar story is unfolding once again. A tech company—this time, the women’s health app Flo—has achieved unicorn status with a valuation exceeding $1 billion. On the surface, this is an exciting milestone for FemTech and for Flo, but a closer look at the conversation surrounding Flo’s success reveals some deep-seated frustrations about who’s sitting at the table when it comes to both designing and funding products for women.

The Missing Women in FemTech Funding
FemTech, the industry dedicated to developing technology to address women’s health issues, is one of the fastest-growing sectors in healthcare. Yet, despite this rapid growth, there is a glaring gap: women, the very users of these technologies, are underrepresented on both the investor and founder sides.

Flo’s success, while a positive step for FemTech, highlights this imbalance. As noted in the recent discussions sparked by the app’s unicorn status, many are questioning why women, who are the primary consumers of these products, are not the ones leading and shaping these companies from inception to funding. The core issue isn’t about whether men can build successful companies for women; it’s about ensuring that women are present in the decision-making rooms and are empowered to influence the industries that impact their lives.

Why Representation Matters
The importance of having women at the table, both as founders and as investors, extends far beyond FemTech. Caroline Criado Perez’s influential book Invisible Women sheds light on how women’s experiences are often left out of crucial decisions, from city planning to consumer product design. When women aren’t part of the process, their needs and perspectives are easily overlooked, which can lead to products and services that miss the mark.

When we extend this observation to the investment world, the problem becomes even more pronounced. If the investors funding these companies don’t fully understand the experiences and needs of the target users, it becomes that much harder for women-focused businesses to secure the support they need. This is particularly true for female founders, who often struggle to get male investors to see the value in products that don’t resonate with them personally.

Empowering Women to Sit on Both Sides of the Table
The solution lies in empowering more women to not only start businesses but to become investors themselves. When women invest in other women, the ripple effect is enormous. Not only does it diversify the types of products and services available, but it also creates a more equitable funding landscape.

Women investors bring a unique perspective to the table. They are more likely to back companies that address gaps in the market—especially in industries like healthcare, education, and sustainability, where women’s voices have historically been underrepresented. Additionally, research has shown that female investors are more likely to fund female founders, which helps build a virtuous cycle of empowerment and financial success.

Taking Ownership: Education as the First Step
For female founders and aspiring investors, understanding the world of finance is the first step toward empowerment. NCR and Sophia are two platforms dedicated to helping women gain the financial education they need to take control of their own futures. Whether you’re a founder looking to raise funds for your business or you’re interested in becoming financially educated to begin investing, these platforms provide the tools and insights necessary to navigate the investment landscape with confidence.

By learning how to manage personal finances, understand the fundraising process, and ultimately invest in other female-led businesses, women can create a cascade that not only benefits them individually but also strengthens the broader ecosystem of female entrepreneurship. The more women there are on both sides of the table, the more inclusive and representative the investing landscape becomes.

Paying It Forward
Empowering women to succeed financially doesn’t just stop with individual success. It extends to the community. When women invest in other women, they aren’t just backing a business—they’re investing in a movement that challenges the status quo. Female founders who secure funding today have the potential to become the angel investors and venture capitalists of tomorrow, creating opportunities for the next generation of women to build, innovate, and thrive.

In a world where female founders still receive a fraction of venture capital funding, building a strong network of women investors is crucial. By educating yourself on how to raise funds and how to invest, you can become part of a cycle of empowerment that lifts all women up.

Conclusion: Building a Future with Women at the Helm
The conversations sparked by Flo’s rise to unicorn status are a reminder that we still have a long way to go in ensuring that women have an equal seat at the investment table. But change is possible—and it starts with empowering more women to take ownership of their financial futures, both as founders and as investors.

With platforms like NCR, women can gain the financial knowledge and confidence to not only secure funding for their businesses but to become investors themselves, helping to shape the industries and innovations that affect their everyday lives. By doing so, they create a lasting impact that reverberates far beyond their own success—building a future where women truly have a voice on both sides of the table.