About
The conversation nobody else will have with you.
Organisations already teach women how to invest and save. Her Equity is the next conversation: the WHY — the biological case for why women must engage with financial strategy more deliberately than men, and earlier.
The moment we are in.
Women's rights are not advancing. Reproductive rights have been rolled back in the US. Political movements are pressing women back toward traditional roles. Meanwhile the appetite for honest conversation has never been larger — content on financial independence, the mental load, prenups and co-parenting equity performs strongly everywhere.
Femtech has mapped women's biology precisely. Her Equity sits at the intersection of biological data and financial and life strategy. Not a product. Not therapy. A framework.
Three lies. All well-intentioned.
You can have it all.
The feminist narrative is well-intentioned. Women can do everything men can do. Ambition is unlimited. True, and incomplete. It presents the financial curve without the biological one. It says nothing about the danger zone or the second squeeze. It gives women the aspiration without the map.
Love will provide.
The older narrative is more corrosive. The right person will appear. A good marriage is a financial strategy. This is dangerous. It leaves the most consequential financial decisions of a woman's life entirely to chance. A prenuptial agreement is not a sign of distrust — it is a legal document governing a financial partnership. A man is not a financial plan.
Biology no longer matters.
The newest and most seductive. Femtech has mapped women's biology precisely; the data is there. But women are still penalised for decisions they have not made yet — Minority Report in reverse. Knowing the numbers at 28 changes what is possible in ways that cannot be recovered at 38.
F***ing it up. Then unfucking it.
Every framework needs a story. Ours is not a story of doing everything right.
Irra Ariella Khi is the CEO and founder of Zamna. She is also a single mother who slept on a friend's floor with a four-year-old daughter and a half-formed startup idea. An Oxford education and a strong network. No plan. Engaged at 21, divorced by 22. A boyfriend who spent £11,000 on her credit card in a year. Told she was unmarriageable.
She built Zamna anyway. Found a partner who signed a co-parenting contract before their second child. Rebuilt her finances from scratch. The point is not the exceptional woman who had it figured out. It is the woman who had everything except the map, and what becomes possible once she has it.
"I shouldn't be a unicorn. Every woman should be able to do this. The fact that I'm seen as exceptional is exactly the problem we are trying to solve."
The posture is not aspiration. It is action: if she managed to unfuck it, so can I.
Non-profit. Surplus to the sharpest end.
Her Equity is a non-profit. When women in the developed world build financial literacy and autonomy, the surplus from that work should go to the women who need it most.
- Too Young to Wed — ending child marriage
- Microfinance programmes for women in developing countries
- Period care and contraceptive access programmes
- The curve gets drawn for all of them, or for none.
Read the framework that came out of it.
The Framework →