“‘Gender-neutral products’ are actually, by default, for men,” says Melissa Cullens, chief design officer, noting that 86% of investment advisers are men who think and invest, well, like men. Meanwhile, 73% of women are unhappy with the financial services industry, in spite of the fact that women control $5 trillion in investable assets. Gender-neutral investing tools fail women because they don’t account for differences in how much women earn, or when they earn it.