The XX Factor

摘要

Sign up with an asset allocation service or hire a new financial advisor and you're likely to be presented with a questionnaire asking how much risk you're willing to take. Not so at Ellevest, a new "robo" investing site designed explicitly for women. "No one really knows their risk tolerance," CEO and cofounder Sallie Kraw-check declares. Yet men, she says, will answer that they're ready to take average or above-average risk, while "women will stop, say they are going to research it, then you never hear from them again. It really stops them cold."