Should gender play a role in investing? Sallie Krawcheck thinks so. As the former CEO of Citibank's Smith Barney unit and President of Bank of America's Global Wealth and Investment Management division, she's been named one of the world's most powerful women by Forbes. Krawcheck is now the founder and CEO of Ellevest, a digital investment platform designed to support a woman's perspective on finance. Her investor list is a veritable who's who, including economist Mohamed El-Erian, tennis legend Venus Williams, and DreamWorks' Chairman of the Board of Directors Melody Hobson.Krawcheck explained, "We've really dug deep on some of the characteristics that differentiate women in investing from men, such as our greater risk awareness, and the fact that we invest to reach goals, not just to earn money." Krawcheck's focus on women's wealth management comes as the financial industry begins preparing for a $30 trillion shift in assets from Baby Boomers to their heirs. With new generations of women earning and inheriting huge sums of investable assets, coupled with women's longer lifespans requiring greater retirement savings, Krawcheck spotted an increasing need for female-focused investment advice.