Already a popular internet presence, with 600,000 followers on Instagram, where she shares investing tips and tricks geared towards women, Dunlap has teamed up with Treasury App to launch a ‘non-judgmental investing community’. The app lets users access financial investing information, join a community that shares investment choices, and link up with one-on-one expert advice. The introductory course, which gives users access to the app, costs $99. “The number-one thing we hear from our community is, ‘I want to start investing, but I’m too afraid or I’m too intimidated',” says Dunlap. “We’re trying to create not only a community where they can come and ask questions, get education, participate in challenges, but also actually give them a place to invest.”

With just 48% of American women investing in the stock market – 66% of American men do – the industry has often left women and minorities out of finance conversations. And when it comes to investing, it’s stressing women out due to a lack of resources – indeed, 29% feel anxious about it and 23% feel confused. In recognizing this, Dunlap is hoping to rebalance the investment scales, giving women accessibility and education to allay fears and get the most out of their money. With the gender pay gap not predicted to close until somewhere between 2059 and 2093, brands have the opportunity to focus on financial services for minorities and women to prove their support of gender equity – something SmartPurse’s jargon-free positioning offers British women.