The original version of this article first appeared in The Business Times

I don’t want pink products. The days of taking a ‘pink it and shrink it’ approach of feminising existing male products are over, and frankly I demand better from the financial services industry.

I want something that meets my unique needs, complex worries and life goals. Women have been driving change in the workplace, boardroom and the home. But there is still a long way to go when it comes to money and the deeply-held beliefs we as a society hold about it and how – and who – should manage it.

We need to probe deeper into traditionally accepted gender investment norms to close the investment gap. With a third of the world’s wealth under their control, women have become a sizable economic force. So going beyond gender investment biases is not just a gender equality problem, it’s actually a business problem, and more importantly a massive business opportunity.