A new, interactive content series reveals how much of a woman’s financial fate is decided by her choices – and how much is shaped by gendered systems and structures. Over seven weeks, the Choose Her Own Adventure series will see the results of social media polls guide a fictional woman, Anna, from age 20-70 and through a lifetime of common crossroads. 

Choose Her Own Adventure is an FW social media campaign and content series supported by our partnership with La Trobe Financial. Focusing on a new decade of each week, as FW’s online community chooses how Anna’s life unfolds, a cast of financial coaches and commentators will unpack every economic benefit, risk and opportunity that comes her way. 

“Anna has some big choices to make and they all carry financial consequences, which we’ll learn more about along the way,” said series creator and FW Deputy Managing Director, Jamila Rizvi. “Ultimately, whatever shape Anna’s life takes, it will be your call.”

Combining economic data with financial expertise, Choose Her Own Adventure shines a light on why women are short-changed at every age and stage of their lives. It highlights how, on average, professional women earn less than their male peers, are financially penalised for having children and find it harder to make ends meet in retirement. 

“Do not fear. You have plenty of time to learn how to invest – and even to make mistakes as you build your skills and confidence,” says financial educator Lacey Filipich, who features in the series. “You just have to get started. And you can start small, with a few hundred dollars.”

Choose Her Own Adventure will drive conversation and awareness about women’s economic security and the importance of building financial literacy. It will also share expert advice on how to improve economic outcomes and where to find support. 

Rizvi said: “Our award-winning content team is proud to have supported La Trobe Financial to create this first-of-a-kind, interactive campaign that puts women in control of their financial fate.”

Choose Her Own Adventure is a content series by FW, supported by our partnership with La Trobe Financial. Head to the FW Instagram account, vote in their social polls and subscribe to their newsletter and get results, insights and advice straight to your inbox. 

Media opportunities

• Jamila Rizvi, gender equality advocate, author and FW deputy managing director (Melbourne, VIC)
• Georgie Dent, CEO of The Parenthood (Sydney, NSW)
• Annie Sestito, Senior Vice President, Chief People & Marketing Officer at La Trobe Financial (Melbourne, VIC)
• Natasha Janssens, founder of Women With Cents (Canberra, ACT)
• Lacey Filipich, founder of Money School (Perth, WA)
• Dawn Thomas, senior financial adviser at The Wealth Designers (Perth, WA) 

Facts about women compared to men in Australia

The 2021 Census revealed that the number of women experiencing homelessness increased 10.1% between 2016 and 2021, compared to a 1.6% increase for men.

For every dollar on average men earn, women earn 88 cents. That’s $246.30 less than men each week.

The median superannuation balance in June 2021 for those aged 60 to 64 was  $158,806 for females and $211,996 for males, a 25% per cent difference.

For further information, please contact:
Melanie Dimmitt
FW Content Specialist
melanie.dimmitt@futurewomen.com 

Monday, 7 April, 2025