February 4, 2016

Founder’s story


My Story on Personal Finances

I thought I had common sense for money management and personal finances. I played by these common statements, “Be careful with debt”, “Live below means”, and “save 10% on your income”. However, living in a city by myself, even with a decent salary, I was just getting by each month with little to no investments. Since I started as an expat in North America, my parents could not offer me much advice and I had to learn everything on my own. Personal finances was not something I knew much about and I had to find my own way to deal with.

When I met my then-boyfriend, who openly talked about money, his personal finances and shared his “portfolio” with me, I felt cheated. Over the last 5 years, his investment had made over a 30% return, while my hard-earned savings had brought me an incomparable 5% return only. Not to mention, with inflation, these savings had literally been burned out. So basically, I earned little to nothing.

ME: How did you even come up with this idea?
J: For retirement, obviously.
ME: But you’re only 27.
J: My parents told me I should start preparing for retirement as soon as I get my first job. What’s your goal?
ME: A goal? What goal?…




I didn’t think I needed a clear goal for managing my money or finances. While I was a professional in creating multimedia training to explain complex data and mechanisms, I hadn’t spent much time learning about investment strategies and concepts. Of course, I was planning to when I eventually saved a nice nest egg of around $200K (which was not happening anytime soon).

Driven to do research to improve myself, I discovered that personal finances and investments aren’t that difficult to understand, and there were others like myself who had similar frustrations about managing their money. Interestingly, there was a pattern: women expressed less confidence about investment than men. I noticed guys usually talked about things like investment and money during BBQs, while us women spoke more about cultural or social topics. Perhaps, I felt we were missing out on something that’s why we weren’t talking about it.

After interviewing 100 women in their 20s and 30s, as well as conducting literature reviews in financial literacy, I discovered many women share similar barriers to personal finances: the jargons [1], complex numbers, and contradictory advice that surrounded the area. While women’s income and success has been growing, our mindset for personal finance has been rather static.

Existing financial tools don’t speak to women despite the potential they have [1], the language they need with the facilitation required to achieve goals.

Women tend to be more-risk averse.

We spend more time researching before making financial decisions, and want to build relationships with financial advisors we can trust [3].

Women want achievable and practical goals.

We are more interested in long-term security and maintaining our standard of living, rather than becoming an overnight millionaire [3]. We are reasonable, and this is an excellent quality to be a good investor.

Women need relevant, but balanced information.

We prioritize our household and short-term finances, but we need more of an actionable perspective on long-term goals [2][3][4].

Considering these facts, Pinkfolio has created a stress-free wealth training app to help women achieve their financial goals. We consider the realistic goals you have, connect you with information and practical tasks to achieve your personal life time goals. We make personal finance engaging and the learning process motivating and measurable to grow and track your progress.

Our generation has a lot more challenges for personal finance with economic ups and downs. Pinkfolio curates the abundance of tools available to us to make personal finance stress-free and handle these fluctuations in the marketplaces.

So, join us now at Pinkfolio and don’t miss out an opportunity to receive free resources through our app.

Julie, 2015 summer

Julie’s interview with She Does The City



[1] de Bassa Scheresberg, Carlo, Annamaria Lusardi, and Paul J. Yakoboski. “Working Women’s Financial Capability: An Analysis across Family Status and Career Stages.” TLAA-CREF Institute Report (2014).

[2] Fidelity Investments: “Money Fit Women Study” (2015)

[3] Prudential Research Study: “Financial Experience & Behaviours Among Women” (2012-2013)

[4] Annamaria Lusardi and Olivia S. Mitchell. “Financial literacy around the world: an overviewCambridge University Press (2011)


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