“In the financial sector, everything starts with a plan. And we believe that for most people, it starts by doing things.”
It’s a bold statement from Sofie founder Astrid Bruinsma-Eggink. A statement that she can back up with scientific data.
And if you’re wondering how her platform empowers people to “start doing things” to improve their financial health, this is the episode for you.
Key Takeaways from the episode
In this Dutch episode, you’ll learn:
💶 What financial health really means and how employers can support it.
🤔 Why behavioral change around money is so challenging.
🧠 How behavioral science can empower employees to make smarter financial decisions.
Hit the play button below to learn how employers can empower their employees to improve their financial vitality for less financial stress and better financial decisions.
Minder financiële stress en betere geldkeuzes met Sofie's Astrid Bruinsma-Eggink | Ep. 79 – Women Disrupting Tech
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- Key Takeaways from the episode
- Be an ally, be part of the movement!
- The magic you can expect in this episode 🪄
- The Two Free Ways to Support Women Disrupting Tech
- What makes this episode magical🌟?
- About Astrid Bruinsma-Eggink and Sofie
- About Sofie
- Let me know what you think!
- What’s coming up?
- More episodes like this?
The magic you can expect in this episode 🪄
In the Netherlands, 60% of households are financially unhealthy or vulnerable for financial problems. And the effects of financial stress can spill over into the workplace.
But how do you help your employees reduce financial stress as an employer?
After all, if we follow the data, only 5% of the people act on the information provided by their financial services provider. Information that accurately reflects their situation.
So why do so few people do something with the financial information? And why can we convince them to just buy stuff?
In episode 79 of Women Disrupting Tech, I sit down with Astrid Bruinsma-Eggink. She’s the founder of Sofie, a social fintech startup on a mission to help 100 million Europeans reduce financial stress and live more sustainably.
Together, we discuss:
💶 What seven indicators we can use to assess our financial health.
🤯 Why people don’t take action for their finances, even if it’s crystal clear what to do
📊 The strategies from behavioral economics that employers can deploy to help employees become financially healthy.
Plus, Astrid shares how she secured €750,000 in funding to ensure Sofie’s own financial vitality.
🎧 Discover how Sofie empowers employees to beat financial stress and make smarter money choices. Click the button below to tune in on Spotify and join the conversation!
The Two Free Ways to Support Women Disrupting Tech
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- Use the share buttons below to share the podcast with friends, family, and co-workers. This way, you give the women disrupting tech the platform they need to make it happen. Use the buttons below to share.
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What makes this episode magical🌟?
Sofie does a great job at encouraging people to start really small and build up a financial routine. This prevents people from feeling they’re not ready. And the success magically brings the confidence needed to get and stay out of financial trouble.
Another piece of magic is her approach to funding. She recognized early on that she was getting in the way of herself. So, she decided to rely on her strength to connect people to her cause rather than focusing on getting the right pitch, the right term sheet, and the right MVP. But she also used the discussions with investors to learn how to do things herself, thereby bootstrapping the company in the first period.
Last, but certainly not least, behavioral economics is the basis for most of Astrid’s work with Sofie. And that happens to be one of my favorite topics. So, I had a great time interviewing Astrid, and I hope you can hear that.
If you’d like to learn more about this intriguing topic, I recommend Daniel Kahneman’s book ‘Thinking, Fast and Slow‘, and the Freakonomics podcast.
Are you ready for a practical guide to improving your household finances? Click the button below to listen on Apple Podcasts, or click the image with the quote to watch the episode on YouTube.
“In de financiële sector begint alles met een plan. En wij denken, voor heel veel mensen begint het gewoon met doen.”
Astrid Bruinsma-Eggink, founder Sofie
About Astrid Bruinsma-Eggink and Sofie
Astrid Bruinsma-Eggink is on a mission to help 100 million Europeans live financially healthy and green lives. Something that is easier said than done.
With her Social Fintech company Sofie, she uses her experience in the financial services industry and her knowledge of behavioral economics to help people spend money on things they need or enjoy. You can connect with Astrid on LinkedIn.
About Sofie
Sofie can help employers who are faced with wage garnishments or get regular requests for paycheck advances from their employees. But also less obvious issues like increases in sick leave or employees who are complaining about ‘issues at home’, may be in a financially unhealthy position.
You can learn more about how Sofie can help you and your employees become financially healthy on their website. Or you can follow Sofie on LinkedIn, Instagram, Facebook and YouTube.
Let me know what you think!
Do you believe in the power of behavioral economics? Or do you think that people will just never learn how to deal with money? I’d love to learn your thoughts and observations in the comments below this post.
If you would like to suggest a guest that I absolutely must have on the podcast, please let me know via email or send a DM on LinkedIn.
What’s coming up?
Next week on Women Disrupting Tech, we’ll dive into the world of travel with Virginia Scheele to discover how she’s building the future of sustainable and inclusive travel.
After that, LBGTQI+ Journalist Pim Blom will join me for an open and honest conversation on how to improve queer representation in leadership.
So stay tuned for more inspiring Men and Women Disrupting Tech!
With that, I wish you a wonderful day. And until we meet again in the next episode, keep being awesome!
More episodes like this?
It’s always difficult to compare, but if I could recommend three episodes on making the right choices in life, it would be these:
– In episode 77, Astrid’s business buddy Angela Ursem, highlights how making an impact and profitability can go hand in hand.
– In episode 61, Asceline Groot and Wyke Potjer describe how their platform hetkanwel.nl can help you live a sustainable life.
– In episode 5, Puck Landewé educates us on the importance of being financially independent as a woman.
Women Disrupting Tech | The Podcast 