sallie krawcheck used to run one of the largest advisories in the country. llie, it's great to have you here. >> great to be here, thank you. >> tell us about how going after women is different from going after the general population. >> well, look, what we know is that wall street overall does not do a great job for women. there are many financial advisers who do. i could sit here until the end of the show and name them, but overall we talk about the gender pay gap. it can actually cost women over the course of their lives. we took a step back and said, all right, rather than doing what i did for years in my business, which is telling women how they had to change, more financial education, you know, work harder, how can we actually change our approach to women in a way that can make them comfortable to invest. >> why does a product, why would the product appeal more it the likes of me and karen versus -- >> i don't know about you and karen actually. but for those women -- but look, what i'll tell you is men tend to be more about outperforming the market, pic