In 1995, I set off on a solo backpacking trip through Sub-Saharan Africa, where I witnessed poverty on a scale I had never seen before. That journey altered the course of my life. At the time, I had just left my job as a VP at a technology startup. When I returned, I knew I wanted to dedicate my career to building a more equitable and sustainable world. What I didn’t realize then was that this decision would eventually lead me to rethink how I invested my money — and to uncover the power of collective action.
Breaking Barriers in Values-Aligned Investing
When I first explored values-aligned investing, the concept was still emerging. Conversations about impact investing largely revolved around institutions and high-net-worth individuals. But what about the rest of us? Could someone like me — without formal financial credentials — learn to align my investments with my values? The journey wasn’t easy. I trusted financial advisors who mismanaged my money, navigated unfamiliar financial landscapes, and experimented repeatedly before gaining confidence in managing my finances.
Eventually, I realized I wasn’t alone. Many brilliant, capable women had been excluded from financial conversations. That realization led me to write Activate Your Money: Invest to Grow Your Wealth and Build a Better World. The book wasn’t just mine — it was shaped by certified financial planners, financial leaders, and women who shared their insights as thought leaders and reviewers. It was a collective effort, just like the movement itself.
At the same time, I co-founded Invest for Better, a nonprofit equipping women with the tools and confidence to align their money with their values. Through Invest for Better, I’ve experienced firsthand the extraordinary impact women can have when they come together, share knowledge, and take action. This movement isn’t about going it alone—we are in this together.
Women as a Financial Force
Women are poised to become a financial force like never before. By 2030, women are expected to control $34 trillion, or 38%, of the wealth in the United States — a dramatic increase from $7.3 trillion just a decade ago.1 Yet the financial industry has been slow to recognize and adapt to this shift.
Historically, women have been excluded from financial decision-making. It was only in 1974 — just 50 years ago — that the Equal Credit Opportunity Act guaranteed women the right to access credit without a male co-signer. Despite these barriers, when women do invest, they often outperform men. A Fidelity analysis of over 5 million accounts found that women’s portfolios earned 0.4% more annually, largely because they traded less and made more strategic decisions.2
Women also invest differently. Studies by BNY Mellon show that women are more likely to prioritize investments with positive societal and environmental impacts.3 Yet, over half of women say they would invest, or invest more, if their portfolios reflected their values. This is where organizations like Invest for Better come in — creating spaces for women to gain financial confidence and take meaningful action.
The Ripple Effect of Collective Action
Research shows if women had participated in the economy identically to men, it would have added up to $28 trillion, or 26 percent, to annual global GDP by 2025, this year, compared with a business-as-usual scenario.4 Additional research shows that if women invested at the same rate as men, that would translate to an additional $1.87 trillion flowing into socially responsible investments.
Investing with purpose isn’t just about numbers — it’s about real impact in our communities and for our planet. Imagine investing in affordable housing developments that provide stable homes for families, or in businesses that prioritize fair wages and worker well-being. Consider the potential of funding regenerative agriculture, which rebuilds soil health while supporting small farmers. Across all asset classes — stocks, bonds, cash, real estate, and alternative investments — there are opportunities to direct capital toward solutions that improve lives and protect our environment.
This is why we’re launching a national campaign to reframe how women view their financial potential. We don’t have to wait for change; we are the change. At Invest for Better, we’ve built a community where women support one another in learning, investing, and growing. We offer free events, resources, and our Circles program — small groups of women who come together to learn how to align their wealth with their priorities.
The results have been inspiring. One woman who joined our Circle program went on to create a fund with her husband focused on charitable grants and impact investments addressing poverty, financial inclusion, and racial justice. Another woman, a finance influencer, rebalanced her portfolio after participating in one of our deep-dive courses.
Collective Action Includes Everyone
While this movement highlights the power of women’s financial engagement, it’s not just about women. Men have a vital role to play in advancing values-aligned investing and ensuring financial decision-making is more inclusive. When men actively support women’s participation in investing, they help unlock a greater flow of capital into initiatives that create sustainable, equitable change.
Many of the most effective investment strategies involve collaboration across genders. Families, partners, business leaders, and financial professionals can all work together to make investment choices that align with shared values. By engaging men in this conversation, we amplify our collective ability to drive systemic change. We need all hands on deck — this is a movement for everyone who believes in leveraging money as a force for good.
Your Money, Your Values
If there’s one thing my journey has taught me, it’s this: our individual actions create powerful ripple effects. Every decision we make — whether aligning our investments with our values or helping others do the same — can contribute to solving the global challenges we face.
Values-aligned investing isn’t just about making money; it’s about making capital markets work for people and the planet. It’s about addressing systemic inequities, improving quality of life, and ensuring a better future for the next generation. These are not abstract ideas; they are urgent human concerns that demand action today.
The future is in our hands. Together, we can shape it. Let’s harness our collective power and take bold steps toward a more just and sustainable world. We hope you’ll join us.
Article by Janine Firpo, who is a values-aligned investor and social innovator. In 2017 she left a successful 35+ year career in technology and international development to focus on how women can create a more just and equitable society through their financial investments. Her book, Activate Your Money, was published in May 2021. Later that year, Janine co-founded Invest for Better, a non-profit organization that helps women invest their money in ways that align with their values. In 2024, Forbes named Janine one of “50 Over 50” female leaders who continue to make impact later in life.
Footnotes:
[2] https://www.bankrate.com/investing/women-and-investing/#women-and-investing-by-the-numbers
[3] https://www.bankrate.com/investing/women-and-investing/#women-and-investing-by-the-numbers