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The Gender Justification
Gap explained...

cool girl with cool sunny glasses looking cool

Ever found yourself justifying a purchase, a savings goal, or even the way you budget? You’re not alone.


Many women face extra scrutiny when it comes to money. Whether it’s being called “emotional” for spending, or needing to hide savings to avoid judgement, the pressure is real, and it adds up.



The numbers don’t lie


These money stereotypes push many women to justify smart, strategic decisions. It’s not a one-off. It’s a pattern, and it chips away at confidence. This isn’t just unfair.


It’s a confidence gap. And it’s time to close it.

Your Confidence Toolkit


Packed with expert tips, fresh ideas and stories from women doing money their way, our Confidence Toolkit helps women build clarity, trust their instincts, and take control of their finances, with zero guilt and no second-guessing.


We’re here to build confidence in a space that hasn’t always made room for it.


Toolkit

Introducing Dr Justyna Robinson

With expert insights from sociolinguist Dr Justyna Robinson, we’re shining a light on the role language plays in shaping financial confidence. Because confidence shouldn’t need permission.

Dr Justyna Mobile

Ten confidence-building ideas from Dr Justyna Robinson

Designed to help women build clarity, trust their instincts, and take control of their finances, with zero guilt and no second-guessing.

Real Stories. Real Confidence.


Meet some of the women in the Plum community who are reshaping the financial landscape on their terms.


Scroll through to see how they’re doing it.


Ready to build financial confidence on your terms?


Let’s create a future where financial confidence is the norm, not the exception.


Join these women and start building your financial confidence with Plum.


Plum is not a bank. T&Cs apply.

This is not financial advice.

Capital at risk if you invest.

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