Financial management is a complex topic for many.
It requires a baseline understanding of the financial world, technical jargon, and investing significant amounts of time and energy into ensuring the right decisions.
But even then, minor mistakes in one’s financial management could lead to devastating outcomes for their future.
So it’s no wonder that women are rarely encouraged to take control of their own finances due to the little trust society has for women.
That was, until two women decided enough was enough.
Bridging the gap
“Women earn 30% less, are less present in the workforce and senior positions, invest less, spend more on daily necessities, pay more for healthcare and are more often the primary caregiver to our children and elders.”
“These realities create financial vulnerabilities that aren’t being adequately addressed,” said one Sherry Sherrif.
And so, together with her long-time friend, Rejina Rahim, the duo founded Wahine Capital. It’s a wealth management brand built with the goal of bridging financial literacy, empowering investments by women, and fostering women’s economic independence.
With Sherry’s background in capital markets and women’s rights advocacy, and Rejina’s experience of 20 years in the investment management industry, the founders hoped to address the gap in financial tools designed to support women through life’s transitions.
“Most competitors in this space focus solely on inheritance and estate planning. However, our approach is different—we focus on the financial journey of women and the unique challenges they face.”
“We saw an opportunity—and a responsibility—to create something more than just a business,” said Sherry.
Indeed, Wahine offers users access to a network of experienced women experts, a financial wellness programme that includes in-person workshops, and of course, W Vault, a digital vault that aims to give women more control over their finances.
Of troubling times
The idea for W Vault came during a tumultuous time for the duo at the height of the COVID pandemic.
“During the COVID lockdown, Rejina was grieving the loss of her sister. Amidst the emotional toll, she faced significant challenges in managing her sister’s assets and settling her estate.”
“My own experience of going through a divorce and facing financial uncertainties provided another perspective on how W Vault could empower women. I understood firsthand how crucial financial organisation is in times of transition and uncertainty,” said Sherry.
So, in comes W Vault, Wahine Capital’s primary service. It’s a digital vault that consolidates all assets and liabilities, providing a complete view of a user’s financial holdings whether for estate management, long-term financial planning, preparing for a divorce, or planning for children.
Some of the key features of W Vault include:
- A dashboard providing users with a financial overview, from savings to debts;
- Simplified asset distribution for future generations, easing estate and wealth planning;
- Financial guidance tailored for life transitions like marriage and parenthood;
- Strategic planning tools aimed at helping women make informed financial decisions; and
- Top tier security measures to protect sensitive data
Usage of the vault can be obtained through a monthly subscription of RM19.90, and there’s a 14-day free trial available for skeptical first-time users.
In comparison to other digital vaults, W Vault seems to be the most attractive local option for consumers with its lower price and beginner-friendly user interface.
By the way, no need for the green eyes, boys. While not the primary target market, the vault is actually available to all, men included.
Making space
Ambition aside, breaking into the male-dominated finance industry and getting the brand name out there remained a high hurdle.
Like many other startups, securing funding and resources was difficult for the founders, exacerbated by the fact that female entrepreneurs in the space received less investment.
According to Forbes, female-only founded startups received less than 3% of venture capital funding in 2023, despite these startups performing better, generating 10% more in cumulative revenue over five years, according to a review by MassChallenge.
As such, it was clear to the founders that mere performance growth would not be enough. Brand credibility and trust within the industry must also be established.
“We focused on bootstrapping in the early stages and built strategic partnerships with organisations that shared our vision,” said Sherry, adding that they also developed a strong community-driven approach that allowed Wahine Capital to grow organically.
“We were very careful of who we brought in as our investors and funders as we wanted a balance between profits and our mission. We had angel investors comprising of friends and family as well as a venture capital company.”
Beyond W Vault subscriptions, Wahine Capital diversified their revenue streams via white-label financial literacy programmes tailored for corporate clients who want to offer financial wellness benefits to their employees.
This was made possible via collaborations with banks, insurance companies, and wealth management firms.
Other revenue streams include aforementioned workshops and webinars, premium access to professional women offering consultations and mentoring, and sponsored events and paid networking events.
A service for all
Despite this service seeming aimed towards middle to high-income women, Wahine Capital remains committed to narrowing the gender gap for all women, including those from lower-income backgrounds.
Sherry mentioned that when it comes to supporting women from the B40 group, a different approach is necessary as poverty or tight finances limit access to financial tools and knowledge.
“When survival is a daily struggle, setting aside time to learn about budgeting, savings, and investments can feel impossible,” she added.
As such, Wahine Capital collaborates with partners already in the space to provide financial education—such as basic budgeting and accessible investment techniques.
Beyond education, other supportive initiatives include programmes such as entrepreneurial training for refugee girls, and contributing to a teenage pregnancy safehouse and campaigns against child marriage.
“For us, this is about more than just giving back—it’s about creating a movement. Our long-term vision is to build a philanthropic network of women committed to investing in the well-being and empowerment of underprivileged women, ensuring they have the tools and support to build brighter futures.”
Looking forward
Since starting their brand, the founders have left a sizeable mark on the finance industry. From being featured in various publications (and now, us!), to being awarded the First Runner-Up in the 2024 UN Women Empowerment Principle (WEP) Awards for Innovative Financing, Wahine Capital has proven to be a valued brand for the community, receiving “overwhelming support” from their network.
And they have no plans of slowing down.
From expanding their Financial Wellness Programmes to offering bespoke financial plans in late 2025/26, along with expanding the brand to regional markets, Wahine remains committed to championing gender equality within the finance industry.
“Starting Wahine Capital was not easy, but every challenge reaffirmed why this movement is so necessary,” said Sherry.
“Today, we’re more motivated than ever to help women take control of their finances and we envision a future where women are financially confident, independent, and empowered to make informed decisions about their wealth.”
Featured Image Credit: Wahine Capital
