BBF the movement - Fondation Lise Watier

Still today, too many young women doubt their ability to save, manage, and invest their money.

Be Your Money’s BFF empowers women aged 18 to 28 to take control of their finances and their future. It’s a collective movement that encourages young women to make money their best friend: one that supports them, grows with them, and gives them the power to choose their own future.

The BFF movement

By creating Be Your Money’s BFF, we want young women to recognize the importance of financial independence. It doesn’t just happen by chance: it is built over time.

Through awareness, education, and meaningful connections, Be Your Money’s BFF creates a welcoming community where young women can talk openly about money, learn together, and take control of their future. Powered by an influencer marketing campaign featuring relatable voices and role models, the movement connects with young women across the province.

Our objective

To create a generation of women who know their worth, make their own decisions, and build lives on their own terms—while passing on strong financial habits to future generations.

Stay tuned, more details will be coming soon.

The BFF Online Challenge

You wouldn’t run a marathon without training. Be Your Money’s BFF applies that same discipline to finances.

Starting in November, a structured online challenge will introduce practical weekly missions designed to transform everyday actions into strong financial habits. Participants will learn how to:

Turn their budget into an ally and use it as a tool for freedom
Discover that saving is a habit rather than a question of income
Engage in financial conversations with confidence
Recognize and negotiate their value in both their personal and professional lives
Take their first steps into investing

Through gamification, each challenge helps participants build a stronger foundation, develop small practical habits, and grow their confidence. Week after week, healthy financial habits take root, and confidence in decision-making grows.

Because managing your money well isn’t magic: it’s math.

Stay tuned, more details will be coming soon.

Why It Matters

Despite countless resources at their fingertips, too many young womenare still not fully embracing their financial power.

These four realities reveal why a new approach is needed to support women aged 18 to 28 on their journey toward financial independence.

3 out of 4

young women feel insufficiently prepared to plan their financial future, and nearly half are moving forward without a financial plan¹.

More than 1 in 2

young women want to better understand their finances, but don’t know where to begin².

82%

rely on their partner to manage money, citing a lack of knowledge to take charge themselves³.

80%

that’s the average wealth gap between men and their female partners in common-law relationships⁴.

By focusing on young women, we reach them at a defining moment in their lives: when they begin earning an income and making their first independent financial decisions. It's when the habits they build matter most.

Sources

¹ Institut Québécois de la planification financière, 2023
² Intuit Financial Literacy Survey, 2024
³ UBS Global Wealth Management, 2021
⁴ Pugliese, Maude ; Benoit, Prisca; Diallo, Mamoudou et Pena Ruiz, Diana (2023). The Gender Wealth Gap in Québec Canadian Studies in Population , vol. 50 , nº 7. DOI: 10.1007/s42650-023-00078-6.