Investing Marketing

Investment Apps Have a Gender Gap


Matt Fleming

Mar 16, 2018

A few days ago I read a Time Money article which reported women do not invest as much as men and keep a much higher percentage of assets as cash (71% vs 60%). I wanted to find out if this same hypothesis was represented in Apptopia’s demographic data for investment apps like Acorns, Stash and Robinhood.

It was.

Combined, the top investment apps have an average female user base of ~24%. Looking at the top budgeting/money management apps, women are still in the minority but the percentage rises to 45%.

Overall WF Demos


Taking a closer look, category leaders such as Acorns and Stash max out at only 35% female, while LearnVest and Albert - Money Management exceed 50%.

Individual WF Demos (1) 

While these metrics are indicative of trends that go beyond mobile, as investment apps like Acorns, Robinhood and Stash seek to continue rapid growth, these lopsided demographics will represent both a challenge and opportunity.

Have thoughts? Hit us up on Twitter.


Matt Fleming

Director of Marketing @ Apptopia