Men are conditioned to be more explorative, take more risks, and broaden their resources. So they confidently invest in multiple financial instruments, and consequently use related apps.
Women on the other hand are discouraged from taking risks, and are taught that savings alone will get them through rainy days. Although new age women are financially independent now, they still haven’t come away from the conditioning that a savings bank account is the only tech they’ll ever need. So women don’t explore multiple options or apps.
For more women to confidently sign up on Fintech apps, the marketing / advertising focus can be on women-centric spending habits (And no, please don’t show ads about women paying for their ill parents or brother’s education, or their wedding jewellery. We don’t show these things in ads involving men. Show ads of women affording their own startup or buying their own dream home without needing a co-borrower on home loans. Show ads where women can do all the things that men do financially. And then, you’ll see more women using Fintech apps)
