Financier №1 (41) 2026

Alexandra Krasnova,

Financial Journalist

About a century ago, sisters, wives, and mothers - previously occupied solely with home and family - shifted their social role. They entered the labour market and gradually became full‑fledged economic agents who have since influenced the economy, largely shaping trends.

Women's active involvement in business is far from a new trend in the post-Soviet space: it began in the 1990s and is only gaining momentum. Furthermore, women are equally present in the financial market and participate in the economy as a whole.

Researchers who have looked into the difference in trading behaviour between genders have found that women are, on average, more successful financially. This is because they are more patient and - contrary to stereotypes - often better at managing emotions than men. However, researchers have confirmed the common belief that women are generally less inclined to take risks. Women often prefer assets that generate lower immediate returns but prove more profitable in the long term. There is also an interesting sociological observation: companies with women on their board of directors tend to see higher average stock returns. Scientists also note an important point: women are more likely to seek help from financial advisors or knowledgeable contacts. They are not afraid to admit when they don’t know something and are willing to learn.

 

Kira Yukhtenko,

Founder of Invest Future Media

I don’t see any real barriers for women in investing that would genuinely hold us back. When I first started my public work in this field, I often encountered comments like «Kira, go cook soup». But that’s not my problem - it reflects the limited worldview of those commentators. When a woman makes investment decisions, she primarily thinks about how this might affect her entire family. Meanwhile, men, unfortunately, often make more selfish decisions and see investments as a path to self-fulfilment.

We must remember a key rule: only a few people systematically make money in the stock market - if we are talking about trading as a profession. For the public, the stock market is a set of tools to preserve and grow wealth. We earn through our main profession, and we grow that income using investment instruments.

Financial discipline, consistency, and diversification play a crucial role in the success of this activity. Investing is a fantastic opportunity to build capital from scratch in 10-20 years. This is possible thanks to the principle of compound interest. If we regularly invest small amounts, but reinvest our passive income rather than withdraw it, our capital will grow faster each year. The most difficult thing is not to be afraid of crises and drawdowns, because difficult times are precisely when stock market capital is built. We determine the amount we are willing to put aside each month and do this over several years. Then you will see results. Investing is not a sprint, it's a marathon.

 

Yulia Andreyeva,

Author of the Telegram Channel “Stock Exchange Keykeeper”

Gender differences in investment behaviour relate to behavioural patterns and approaches to risk management. Women tend to be better at risk management and adhere more strictly to their chosen strategy during periods of market «noise.» Emotionality often acts as an internal stop signal, prioritizing a sense of sustainable results over an adrenaline rush.

Women have always played an important role in management, calculations, control, and decision-making. Today, they often find themselves in positions that require high discipline, precision in working with numbers, and responsibility for business stability. Through these roles, women employees directly influence the investment attractiveness of companies.

In the market, I operate with medium-term positions, relying on market sentiment analysis and my own assessment of the prospects of specific ideas or companies. My priority is flexibility and risk control, not the opportunity to profit from a buy-and-hold strategy. For those taking their first steps in investing, I can advise:

• Invest only your own money – no loans or leverage. Borrowing funds dramatically increases the risk of mistakes, especially at the start.
• Start with small amounts to find a strategy, understand your reaction to drawdowns, and develop appropriate risk management.
• Don’t be overly confident in being right. Properly analysed mistakes are experience, not failure, and it is experience that shapes an investor.

 

Vera Modenova,

COO for Flowwow, the flower and gift marketplace

The gift industry is traditionally associated with female demand. Despite the diversity of options and our shift away from stereotypical thinking, flowers remain one of the most popular gift categories for 
women. Here are some interesting statistics. International Women's Day and Valentine's Day are known to be key dates for the gift market. Demand increases 15-20 times compared to regular days. Orders begin to be placed two to three days in advance, with the peak demand occurring on the day itself.

On February 14th, rose bouquets are the clear winner. On March 8th, tulips, along with roses, are also among the most popular. Surprisingly, in Kazakhstan, spending on Valentine's Day is lowest in the largest cities – Almaty and Astana. However, the actual average bill in the capitals is higher: it is KZT 27,627 tenge (RUB 4,318) in Almaty, while it is KZT 25,021 (RUB 3,962) in Astana.

The situation is different in Russia: in Moscow and St. Petersburg, the average bill is consistently higher. In the Russian capital, the average bill on February 14th is approximately KZT 32,833 (RUB 5,125), while it's KZT 26,138 (RUB 4,080) in St. Petersburg. By March 8th, the average bill increases to KZT 37,061 (RUB 5,785) in the Oldest Capital and KZT 29,681 (RUB 4,633) in the Capital of the North.

No gender pattern was found in who orders flowers more often. They are given equally often by women and men. This is due to the trend toward healthy hedonism: people are increasingly ordering things they enjoy for themselves.

 

Karina Smagulova,

CEO and Founder of the Career Bridge Advisory recruiting agency

Historically, an unspoken division of functions has developed. HR, marketing, PR, and communications are most often headed by women. Men lead IT companies, manufacturing, GR structures, and 
commercial development segments. They also predominate among candidates for these positions. 

The key reason for the difference in pay levels lies in candidates’ behaviour during interviews with HR professionals. Men are more likely to name figures closer to the upper market limit - or even higher. Women, as a rule, tend to be more cautious. I’ve observed this many times: a candidate with less experience but high self‑esteem requests a high salary, while highly qualified female professionals often lack self‑confidence. This directly affects the final income.

I see more female CEOs in startups and small companies, where competencies and results are the decisive factors - and therefore gender barriers are fewer.

In large businesses and the quasi‑state sector, similar processes unfold more slowly. Leaders are often appointed from operational, technical, or government relations (GR) units - areas where men have historically been predominant. 

In recruiting consulting, an HR director can easily become a CEO. In marketing or communications agencies, the natural candidate for the top position is the marketing director. In large manufacturing, IT, or infrastructure companies, CEOs often come from operational or commercial functions. It's not gender that decides, but the extent to which a manager's experience is directly related to managing the business as a whole.

 

Laura Vaygorova,

Co-founder of the SmarTestPrep platform

Among those interested in our support system for preparing for studies at foreign universities, the proportion of girls or their parents is approaching 70% , according to our estimates. At the same time, approximately 56-57% of SmarTestPrep (STP) students are girls. If we look at the students admitted to Nazarbayev University last year, the ratio of girls to boys is approximately 45% to 55%. But this doesn't mean that boys are smarter. I also don't think girls are less ambitious. They're simply reluctant to study abroad, and not everyone can afford it. Families typically prefer to invest in their sons' education. To change this situation, in my opinion, it's necessary to consistently change society's attitudes toward the role of women. We need to create more educational programs for girls, provide them with a protected environment, and instil in them the confidence that they can achieve success in a variety of fields. Similar programs are already developing in Kazakhstan, and various communities are being created.

Ed-tech (educational technology) has historically been more welcoming to women, just like traditional education and teaching. It traditionally has a higher proportion of both female employees and female managers. At the same time, we know many stories about female founders, who are increasingly seeking to start their own companies. However, stereotypes about "feminine" and "non-feminine" professions still persist, as evidenced by the current gender ratio among business founders.