More and more women today want to take control of their finances and start investing. For many of them, however, the first step can still feel challenging or more complicated than it really is. It was this need that gave rise to She Invests [CZ] – an XTB initiative designed to demystify investing and make it more accessible, simple, and understandable for women.

The project was conceived by Monika Holzknechtová, Event & Community Manager and implemented by Petra Novotny, Marketing Project Manager, together with the marketing team, all part of the CZ/SK market team at XTB. They shared a common vision of creating a space where women would feel confident, well-informed, and motivated to start investing.

She Invests is not a one-off campaign, but a long-term initiative aimed at improving women’s financial literacy and strengthening their position so they can consciously take control of their finances.

– comments Petra Novotny, Marketing Project Manager at XTB Czech Republic.

The campaign’s purpose is:
– supporting women in building confidence in managing their money,
– encouraging them to make independent investment decisions,
– strengthening long-term financial security – for themselves, their families, and future generations.

We want to show women that investing is something any woman can start – on her own terms and at her own pace

– adds Petra.

At its core, She Invests aims to narrow the gender gap in investing. This change is also reflected in the data, as the number of women investors is growing rapidly. According to an analysis conducted by XTB, women in the Czech Republic made up around 8–9% of clients, and by 2025 their share rose to almost 16%. In Slovakia, the number of women investors has seen a historic jump – from 7% to almost 19% by 2025.

Breaking barriers through education and community

One of the key insights behind the She Invests initiative is that the barrier is rarely a lack of investment skills, but rather a lack of confidence and relatable role models.

Therefore, She Invests addresses these challenges by providing:
– educational content about investing, created by women for women,
– community-driven formats that foster a safe and supportive environment,
– practical guidance that helps women turn knowledge into action.

By keeping things simple, accessible and practical, the initiative helps women overcome hesitation and take that all-important first step.

Strong engagement and real impact

The initiative has been met with overwhelmingly positive feedback, showing strong interest among women in understanding their finances and playing a more active role in investing.

What stood out most was not only the level of engagement, but also a common pattern often observed among women – a tendency toward perfectionism. Many women feel they need to fully understand everything before taking the first step. While this mindset comes from good intentions and motivation, it can also become a barrier to taking action.

Financial independence is one of the most powerful tools for personal freedom and security. However, without proper support and information, many women hesitate to take that first step. She Invests is not just about raising awareness – it is about creating lasting impact. By continuously developing content, expanding the community, and building appropriate educational formats, XTB aims to support women at every stage of their investment journey.

Remember! Investing involves risk. Invest responsibly.