PritiRathi Gupta.
As more Indian women pursue higher education, careers and financial independence, the focus is gradually shifting from simply earning an income to building long-term wealth. Yet confidence gaps, limited financial awareness and competing responsibilities continue to keep many away from investing. PritiRathi Gupta, Founder of Lxme, explains why financial security is essential for women's life choices and how education, community and early investing can help bridge the gap.
1. What inspired you to build a platform like Lxme specifically for women?
Honestly, it started with a simple observation. Women are probably the most underserved segment in financial services, and yet they're among the most capable when it comes to managing money. They make countless financial decisions for their families every day, but when it comes to investing and wealth creation, they've often been left out of the conversation. Finance felt intimidating because it wasn't designed with first-time women investors in mind. I wanted to create a space where women could learn without feeling judged, ask questions freely and start investing with confidence. That's how Lxme was born.
I've also seen that when women have agency over money, it doesn't just change their own lives, it changes the lives of their families too. They invest differently, plan for the long term and make decisions that benefit the entire household. Giving women financial confidence and independence almost always creates a positive ripple effect across generations.
2. How is financial independence changing the way Indian women approach life decisions like marriage, dating and career choices?
I actually think the shift is happening the other way around. More women today are pursuing higher education, building careers, choosing to marry later and taking ownership of their life decisions. As these choices evolve, financial independence and financial security become imperative, they're no longer optional.
But it's also important to distinguish between the two. Financial independence is about earning your own income. Financial security is about building wealth that gives you resilience, stability and choices over the long term. Today, many women are financially independent because they're earning, but they haven't yet converted that income into financial security through investing and wealth creation.
That's where the real difference lies. An income pays for your lifestyle today, but wealth protects your future. It gives women the confidence to make life decisions from choosing a career to taking a break, starting a business or entering a relationship as an equal partner, not because they have to, but because they can.
3. Are you seeing a shift where women are prioritising financial security over traditional milestones?
I think many women want to prioritise financial security, but in reality, traditional life milestones often arrive before they've had the opportunity to build it. Whether it's marriage, motherhood, buying a home or taking a career break, women frequently find themselves navigating these transitions without a strong financial foundation or even a clear understanding of what financial security truly means.
That's where the risk lies. Financial security shouldn't be an afterthought, it should be something women build alongside every life milestone, not after it.
At Lxme, that's exactly where we come in. Whether she's preparing for marriage, planning a family, restarting her career or simply beginning her investment journey, our goal is to help her make informed financial decisions at every stage of life. Because when a woman is financially prepared before a milestone, she experiences it with far greater confidence, resilience and choice.
4. Despite earning more, why do many women still hesitate to invest?
It's rarely about capability, it's usually about confidence and time. Women often suffer from both a confidence gap and time poverty. They juggle careers, families and countless responsibilities, leaving very little time to understand financial products or actively manage investments. And because finance has traditionally felt intimidating, many women believe they need to know everything before they can begin.
The reality is very different. You don't need to be an expert to start investing-you simply need to take the first step. Once women begin, even with a small SIP, their confidence grows remarkably.
That's why at Lxme we've focused on making investing simple, goal-based and time-efficient. Women don't need more complexity in their lives, they need solutions that fit into their busy schedules. When you reduce complexity, save time and build confidence, women don't just start investing, they stay invested.
5. What are the biggest emotional or psychological barriers women face when it comes to money?
One is definitely the fear of getting it wrong. Another is guilt. Women are so used to putting everyone else's needs first that investing in themselves almost feels selfish. Add to that a confidence gap, and many women end up delaying financial decisions even though they're perfectly capable of making them.
Our Lxme-EY Women's Financial Prosperity Report reflects this reality. While women have made tremendous progress in accessing the financial system, the overall Women's Financial Prosperity Index is just 28.1 out of 100, showing how much ground still needs to be covered before access translates into true financial prosperity. We also found that only 8.6% of women invest in mutual funds or equities, and women retire with 40% less retirement wealth than men. (lxme.inâ )
The biggest barrier isn't ability, it's belief. When women are given the confidence, knowledge and the right support, they don't just invest; they become disciplined, long-term wealth creators.
6. How are Gen Z and millennial women approaching money differently from previous generations?
They're definitely more curious and far more open about talking about money than previous generations. They're asking questions earlier, investing younger and thinking beyond just saving. They want financial freedom, but they also want flexibility, purpose and the ability to make choices on their own terms.
That said, there's still a significant gap. While more young women are earning and becoming financially independent, far fewer are actively investing and building long-term wealth. Many are still at the stage of saving rather than investing, and the confidence gap continues to hold them back.
That's why this is such an important moment. If we can help women start investing in their 20s and 30s, the power of compounding can dramatically change their financial future. The earlier women move from earning to investing, the stronger their long-term financial security will be.
7. Do women invest differently from men, and is that actually a strength?
When women invest, they demonstrate many of the qualities of good investors. They tend to have a balanced approach to risk, invest with clear goals in mind and remain disciplined over the long term rather than chasing short-term returns. These are exactly the behaviours that help create sustainable wealth.
Research has consistently shown that women are less likely to make impulsive investment decisions or react emotionally to market volatility. They stay invested, trust the power of compounding and focus on achieving life goals instead of trying to time the market.
In investing, success isn't about taking the most risk, it's about taking the right risk and staying invested for the long term. In many ways, women are naturally well suited to that approach.
8. What key gap did you notice in traditional fintech that led to the creation of Lxme?
One of the biggest reasons I started Lxme was because I noticed that most investment fintech platforms had less than 10% women investors. That wasn't because women weren't interested in building wealth, it was because their financial behaviour, confidence, awareness and approach to investing are often different.
Women don't usually wake up wanting to pick stocks or compare mutual funds. They want to understand why they're investing, how it helps them achieve their goals and whether they're making the right decisions. They also tend to value simplicity, trust and guidance over endless choices.
The industry largely built products for people who were already comfortable investing. Women needed a different starting point-one that built confidence before asking them to invest.
For me, this wasn't just a gap; it was one of the biggest opportunities in financial services. If we design products, education and experiences around the way women actually engage with money, we won't just include more women in finance, we'll create millions of confident, long-term investors.
9. How important are financial education and community in building long-term investing habits?
They're absolutely essential. Financial literacy creates awareness, but community builds confidence and confidence drives action.
At Lxme, we've had over 15 lakh women engage with our financial education and awareness initiatives. One of our biggest learnings has been that women are not risk-averse, they're risk-aware. They simply want to understand what they're investing in and feel confident that they're making informed decisions.
When women learn alongside other women, ask questions without judgment and see real stories of people like them starting their investment journeys, investing no longer feels intimidating, it feels achievable.
In our experience, long-term wealth creation isn't just about better products; it's about building confidence, one informed decision at a time.
10 . What are the first three financial steps every working woman should take today?
First, build an emergency fund so you're prepared for life's surprises.
Second, make sure you have good health insurance and term insurance if someone depends on your income.
Third, start investing, even if it's a small monthly SIP. Don't wait for the "perfect time" because time in the market is far more valuable than timing the market. Think of your SIP as your Financial Freedom Fund, a small, consistent investment that helps you build the life you want, on your own terms.
11. For someone who has never invested before, what's the easiest way to begin?
Begin with your goals. Start by asking yourself two simple questions: Do I have an emergency fund? and What does financial freedom look like for me? Once you've secured the basics, you can start investing towards other life goals, whether it's buying a home, travelling the world, funding your child's education or planning for retirement.
Then keep it simple. Start with a SIP in a diversified mutual fund and automate it. You don't need a large amount to begin, and you certainly don't need to be an expert. The biggest mistake is waiting until you feel completely ready. Confidence comes from taking the first step and staying consistent.
12. What does financial independence truly mean for women today?
For me, financial independence is the ability to not depend on anyone else for your financial needs. But it doesn't simply mean earning your own income. It means having the financial security to achieve your life's goals, whether that's buying a home, travelling, supporting your family, taking a career break or simply managing your everyday expenses, without having to ask anyone for money.
That is what I call financial freedom. It's the freedom to make life's biggest decisions with confidence, dignity and choice. Ultimately, money isn't just about wealth, it's about having the independence to live life on your own terms.
