Keep the change (ongoing)  

Despite previous campaigns by Fidelity recognizing women as viable investors, and efforts made by brands in spirits categories to disrupt search engines’ stunning lack of diversity, the financial sector remains plagued by this patriarchal preset.  

This is also despite women statistically having stronger-performing investment portfolios, being 90% responsible for managing household financial decisions, and having less credit card debt, personal and auto loans than their male counterparts, per SoFi. 

According to a McKinsey study, women in the U.S. currently control $10.9 trillion in assets and are on track to control much of the $30 trillion in financial assets that baby boomers will possess by 2030. More women are out-earning their husbands than ever before, with 41% of women and 66% of mothers being the breadwinners for their families, and single women owning more homes than single men, per the data.  

All of which makes the dearth of equitable representation in imagery even more baffling. 

That said, SoFi recognizes there’s work to do beyond retraining AI. To that end, the brand has created personal finance workshops through Coursera. 

“At SoFi, we’re on a mission to help our members achieve financial independence to realize their ambitions—and that means all members,” Stafford Webb said in a statement.