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Is fintech’s obsession with female financial assistants sexist?

As the forefront of financial services, fintech has a responsibility to lead by example on gender equality

Is fintech’s obsession with female financial assistants sexist?

Everyday tasks are being barked at virtual assistants such as Amazon’s Alexa and Apple’s Siri so frequently that they’re becoming part of the woodwork. We ask them questions about the weather, to set a timer for the lunch you’ve just put in the oven, or to re-order those lightbulbs you’ve been forgetting.

Most virtual assistants these days are either exclusively female or female by default, both by name and voice. Even if options are offered to change the gender of that voice, their nature and origins are undoubtedly female.

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