The financial inequalities faced by women in America aren’t limited to a pay gap. Traditional gender expectations and a lack of tailored services mean that they’re also less prepared for retirement than men. So, how can women be encouraged to build a nest egg as they move through life?

One silver lining of the pandemic has been people’s ability to save more money. Yet, research shows this opportunity has been imbalanced, with men in the UK saving twice as much as women. As people look to regain stability post-pandemic, brands could tailor support to those who need it most.

Women are often let down by the finance industry, from patronising campaigns to intimidating institutions. Online toolkit SmartPurse provides jargon-free financial information, a chance to network with other women on and offline, and a database for finding a financial adviser or coach.

The online-only Ally Bank has introduced new features to encourage Americans to change their attitudes towards saving and make it easier to achieve savings goals. As such, Ally Bank has brought financial psychology on saving habits, technology, and traditional banking together with new saving tools.