What if the real transformation isn't about individual women becoming more assertive but about dismantling the systems that make permission-seeking necessary in the first place?
Imagine workplaces where your worth isn't something you negotiate, but something that's already recognized. Where your authentic voice isn't a risk to manage, but a strength to celebrate. Where the game itself changes, not just how we play it.
In Episode 114 of Women Disrupting Tech, I explore these profound layers with Catrine Rhenberg, co-founder of The Wealth Within Her.
Together, we unpack how early conditioning creates invisible barriers that affect us differently based on our identities and experiences. From Swedish cultural concepts like "Jantelagen" (don't think you're better than others) to the T-shirts still telling girls to "smile" while boys are encouraged to "explore", these patterns run deeper than individual confidence.
Key Takeaways
Here are some of the standout insights from the episode that anchor this conversation in both research and lived experience.
Our earliest experiences shape our financial confidence.
From t-shirts that tell boys to explore and girls to smile, to teachers who help girls faster than boys, Catrine reveals how early social cues influence the way women relate to money and risk.
Praise the effort, not the outcome.
Catrine shares how she raises her own kids. Praising effort over results encourages them to take risks, even if the outcome isn’t perfect. The same goes for early-stage founders.
Small investments build big confidence.
Women aren’t risk-averse; they’re risk-conscious. Catrine explains how smaller ticket sizes and group investing foster the confidence to act and the community to sustain it.
Listen to the full conversation on Spotify, Apple Podcasts, or YouTube. And pass it on to someone who is ready to stop asking for permission.
Magic Moments
This is not a conversation about money and wealth. It’s about systemic patterns that are holding women back. These quotes capture the emotional truth and tension behind the systemic patterns.
“I realized how much money I left on the table.”
Catrine’s moment of self-reflection around unnegotiated salaries and overlooked stock options hits hard. It’s a wake-up call many women know all too well.
“Confidence doesn’t automatically mean competence.”
Especially in startup funding, we reward polish more than substance. Catrine reminds us that loud isn’t always better.
“I’m not pushing for women to be more like men. I’m pushing women to be more authentic to who they are.”
This quote is the heartbeat of the episode. It’s not about assimilation. It’s about authenticity.
If one of these quotes stuck with you, share it and tag someone who should hear it. And if there’s another quote that resonated with you, leave it in the comments.
“I’m not pushing for women to be more like men. I’m pushing women to be more authentic to who they are” - Catrine Rhenberg, co-founder of The Wealth Within Her.
Practical Takeaways for Female Founders
In this episode, Catrine outlines a three-step framework to help reprogram the beliefs that hold us back, whether around money, confidence, or self-worth.
Step 1: Awareness
Start by noticing your default responses. Are you undercharging? Holding back from asking? Avoiding decisions out of fear? Awareness shines a light on habits that aren’t really yours.
Step 2: Reflection
Take time each day or week to look back on moments that triggered discomfort. What did you feel? What story were you telling yourself? This step begins to create distance from autopilot thinking.
Step 3: Conscious Response
With repetition, you start to recognize patterns in real time. This gives you the chance to pause, reframe, and choose a different action. One based on alignment, not old programming.
Know someone who’s ready to start redefining success? Send them this post.
What I Learned From the Episode
Lately, I’ve been thinking about how the way we raise girls quietly shapes how they show up in business years later.
Finishing Viktor Frankl’s Man’s Search for Meaning brought that thought into sharper focus. Frankl’s work is a reminder that purpose isn’t a luxury. It’s a prerequisite.
That insight came back to me while re-listening to my conversation with Catrine Rhenberg, co-founder of The Wealth Within Her. She didn’t create her platform to hand out financial tips. She built it because too many women were still playing small in their careers and businesses. Often without even knowing it.
The programming starts early. Girls are cautioned more than boys. Praised for being good, not for being bold. Those patterns show up later as self-doubt, over-preparation, or asking for permission before making a move.
Catrine’s approach is practical, but it’s also profound. She’s shifting the conversation around wealth from one of assimilation to one of authenticity. It’s not about fixing women. It’s about unlearning the messages that told them they needed fixing in the first place.
Coming Up on Women Disrupting Tech
What can I tell you about next week’s episode? Well, for starters that it’s about finance, but it’s not boring. Together with Marleen Somohardjo, I’ll explore how being resilient is one of the most undervalued business strategies.
In this clip from the episode, she shares how embracing diversity can help you embrace your core competence. Want to know what that sounds like? Hit play.
So stay tuned for this and much more on Women Disrupting Tech. And as always, Keep Being Awesome!
Dirkjan
PS. When you’re ready for more Women Disrupting Tech, subscribe for weekly updates.
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