Sallie Krawcheck’s Ellevest Launches Debit Card & Banking Services

Women-focused wealthtech firm Ellevest unveiled its newest offering today. The company, which was founded by former Merrill Lynch CEO and former Citigroup CFO Sallie Krawcheck, has expanded its online investing platform to launch banking services.

“At Ellevest, our mission is to get more money in the hands of women+ — because we know that everyone deserves the opportunity to build wealth, and that nothing bad happens when women have more money,” the company announced in a blog post. “Today, we’re launching the first-of-its-kind money membership designed to get more money in the hands of women+.”

The new banking services are available with an Ellevest membership, which ranges from $1 per month for the Essential plan to $5 per month for the Plus plan, and $9 per month for the Executive plan. All membership options include banking services, investing opportunities, and educational resources. Other services include personalized retirement recommendations and multi-goal investment accounts.

Ellevest’s fashion-forward debit card

Members can access two accounts– one for spending and one for saving. The checking account comes with a World Debit Mastercard connected to an FDIC-insured account. The accounts boast no hidden fees, no minimum balance requirements, no transfer fees, no overdraft fees, and ATM fee reimbursements.

In the competitive world of challenger banks, none of these features stand out. However, Ellevest has created a bit of a cult following with its women-focused approach and content generation. The company has 180,000 followers on Instagram, which is 10x the number of followers that BBVA-owned Simple has, and more than Revolut, Monzo, and N26.

Ellevest’s gender-filtered approach further differentiates it when it comes to investing. The company’s personalized investment portfolio “includes a gender-aware investment algorithm that factors in important realities like pay gaps, career breaks, and average lifespans.”

Today’s announcement isn’t the first time a wealthtech platform has broadened its offerings to become a challenger bank. Betterment, Wealthfront, SoFi, M1 Finance, and Personal Capital all offer online-only checking accounts.

Ellevest was founded in 2014 and is headquartered in New York. The company has raised $77.6 million.

Finovate Alumni News


  • Coinbase Custody Helps Institutional Investors Securely Store Digital Assets
  • Kabbage Expands Small Business Funding with $200 Million Credit Facility.

Around the web

  • Overbond offers U.S. corporate issuers and institutional investors real-time access to its platform.
  • PayPal and Synchrony Financial expand strategic consumer credit relationship.
  • U.K.-based Featurespace to open office in Atlanta in November.
  • WealthForge Debuts Its First Regulation A Offering with New Investor Workflow
  • GoBankingRates features Blend, Unison, and Ellevest in its 10 Startups to Watch in 2018 list.

This post will be updated throughout the day as news and developments emerge. You can also follow all the alumni news headlines on the Finovate Twitter account.

Ellevest Pulls in $10 Million from Morningstar


Ellevest, a digital investment platform for women—co-founded by Finovate alum Charlie Kroll—raised $10 million this week in a Series A round led by Morningstar.

Other investors in the New York-based startup include:

  • Ajay Banga, president and CEO of Mastercard
  • Robert Druskin, executive chairman of the DTCC, former COO of Citigroup, and former chairman of E*Trade
  • Mohamed El-Erian, chief economic adviser at Allianz and the former CEO of PIMCO
  • Karen Finerman, co-founder of Metropolitan Capital Advisers and panelist on CNBC’s Fast Money
  • Brian Finn, former chairman and CEO of Asset Management Finance Corp. and former president of Credit Suisse First Boston
  • Andrea Jung, CEO of Grameen America and former CEO of Avon
  • Jeff Schwarz, co-founder of Metropolitan Capital Advisors
  • Contour Venture Partners

Ellevest is focused on helping women bridge the investment gap, and seeks to transform investing into a women-specific experience.

The Ellevest investment platform, slated to launch in early 2016, was founded by Sallie Krawcheck (CEO) and Charlie Kroll (COO). Kroll is former CEO of Andera, which debuted its FortiFI solution at FinovateFall 2011. In October of 2011, Andera purchased oFlows, which demoed oFlows for Everyone at FinovateFall 2011. In May 2014, Andera was acquired by Bottomline Technologies.