Being single and 20 weeks pregnant with twins, I had a pretty big one. I made the decision that I needed a 10 year investment plan for my babies. If I didn't do something before they were born, I'd totally miss the boat and all available income after they arrived would need to be spent on their every need. Two babies on one single income will allow little for investment plans!
I shouldn't speak directly for Wealthfront and Personal Capital and other great wealth management companies, but they seem to have started to compete with low-level RIAs (registered investment advisors) or else to farm off some of their work into a smarter, low-fee passive investment strategy. It is clear the industry is going to and should shift this way and I support what they are doing for the most part.
As a member of the National Women's Business Council, I've had the opportunity to engage with hundreds of female entrepreneurs. During our talks, I couldn't help but happen upon an interesting, yet frustrating discovery. 9 out of every 10 women I spoke with would rather stall their growth than ask for capital.