At the end of last year, I decided to try Ellevest, an automated advisory platform that specializes in serving women’s distinct needs.

Ellevest’s email communication and marketing have stood out to me. Ellevest understands their audience. The emails sent by Sallie Krawcheck, cofounder and chief executive, resonate with my beliefs. Her communication strikes the right balance of sensitivity to women’s issues, responsiveness to current events, and emphasis on the importance of financial goals/investing, while also coming across in the same organic language one would use with their best friends. Emails from other Ellevest team members are equally relatable and informative.

I even received beautiful flowers in the mail around the New Year from Ellevest. The flowers were delivered by Bouqs, a company that delivers farm to table flowers and is a provider that I personally use frequently, so this gesture was on point.

The passive investment platform is much like the others. However, the infographics are nice and the user interface is more attractive than competitors.

While I wouldn’t be surprised if Ellevest expands beyond its focus on women (though I have not heard anything to support this), I am confident Ellevest understands its consumer base and will continue to reach out and serve women uniquely.