Victoria Devine, also a financial adviser and director of Melbourne advisory, accountancy and finance brokerage firm Zella, will launch investment platform She’s on the Money this week.

The platform, touted as an affordable option for retail investors, is a white-label product operated by investment platform provider Six Park.

Ms. Devine commented that her platform will target an underserved demographic in investing, women. Many of them, she added, already use apps for savings and investments, but the number one question among them remains where to invest.

"Women are highly motivated to invest, but there's a lot of uncertainty, and that's when we realized there was a huge problem and a huge gap in the market," she said.

“There are so many platforms that encourage people to pick stocks, but doing it yourself takes time and experience; this is not the way most people build their wealth and I want to give my community more support than that. But the cost of getting financial advice – especially when you're building your wealth – is simply too expensive for many in my community.”

The podcast host was recently named to the Forbes 30 Under 30 list.

She believes she has the opportunity to impact the financial literacy and wealth of a generation.

"I was once turned down by a financial adviser and I know what it's like to feel financially lost and feel like you're missing out on services and opportunities that the rich take for granted," Ms Devine said.

"That's why taking this step as part of the solution is so important." As financial advisors, we all need to work together to help people. Different customers have different needs and different business models can meet all these needs.

"We need to stop worrying about the competition, stop seeing technology as a threat and say it's too hard to deal with the lack of advice and put our hands up."

Sarah Simpkins

Sarah Simpkins is a journalist at Momentum Media, reporting mainly on banking, financial services and wealth.

Prior to joining the team in 2018, Sarah worked in commercial media and produced stories for a current affairs program on public radio.

You can contact her at [email protected].