As the fintech industry evolves towards personalized solutions, financial well-being and inclusive services, women’s voices are needed more and more. Don’t be afraid to ask tough questions from the start, do it consistently and don’t wait for permission.
Who is Marla Sofer?
Marla Sofer, who has held senior management positions in established US financial institutions and banks, is developing solutions that enhance customer experience in wealth management with her fintech venture Knomee, which she founded in 2023. Knomee helps women achieve their financial goals and make informed decisions. 64% of Knomee’s users are women.
As one of the leading female leaders in the US and global fintech ecosystem, Marla Sofer served as vice president at banking giant JPMorgan and the world’s largest investment fund, BlackRock. Sofer also led Microsoft’s financial services unit between 2021-2022.
Knomee Founder ve CEO Marla Sofer
- How would you explain the concept of “Being a woman in the fintech and entrepreneurship ecosystem” in a few sentences?
I would explain it as a “triple whammy.” There used to be a gameshow in the US where if you got a question wrong, you would get an ugly troll-looking image that they called a “whammy.” Today it basically means something unfavorable. Being a woman in financial services is hard, in tech is hard, and in entrepreneurship is hard. All of these are traditionally male-dominated arenas and women who enter know that they face significant societal bias.
The facts prove each year that female founders have a harder time raising capital, and rising to executive levels in fintech companies. This means that we have to be scrappy and resourceful, but that we also have to commit to believing in ourselves, providing an example to our daughters, and driving the change that we know that the financial industry needs so desperately to serve the needs of its clients and bring financial well-being to more individuals.
- Do you find the number of women in the fintech ecosystem sufficient?
There are lots of women in fintech, and we have come together to support each other, promote each other, and help each other navigate careers. Sadly, women still struggle to be in the strongest decision-making and equity-owning positions in most. fintech companies. There are more women executives and on boards than in years past, but I wouldn’t call it sufficient by a long shot. We have lots of work to do. I believe that female-founded companies are a great way to address the number of women in the industry. When we are at the top and making decisions, we welcome others in.
- Do you follow the Turkish fintech market?
Not closely, but I understand it’s growing rapidly!
- What would you like to say about Turkish fintech startups? Are there any features that distinguish Turkish startups from their global competitors?
Compared to global competitors, Turkish fintechs distinguish themselves by focusing on financial inclusivity and wellness. They develop solutions that cater to underbanked populations, providing accessible financial services that promote economic well-being. This client-centric approach not only addresses local market needs but also positions Turkish fintechs as viable options delivering personalized financial solutions across payments, banking, blockchain, and insurance.
- Are you considering investing in the Turkish market?
Not currently.
- Can you summarize the development and future of the fintech ecosystem in three words?
Discovery, Personalization, Innovation
What advice would you give to women who want to pursue a career in fintech? Where should they start?
If a woman wants to pursue a career in fintech, I’d advise her to start with curiosity, build credibility, and lean into connections. I think women should dive into learning the landscape, take challenging roles that push them to do hard things, ignoring opinions of others that don’t feel authentic. I encourage them to ask lots of hard questions, even on day one, and not stop asking. I strongly suggest that they find other women as a support network and show up for women in the community. We all need each other.
Most importantly—don’t wait for permission. Women bring a unique perspective to fintech, especially as the industry shifts toward personalization, financial wellness, and inclusive solutions. Your voice is needed.
