Finding My People: What I Learned Navigating SXSW as a Female Founder

Lively discussions at Equality Lounge sponsored by The Female Quotient

Last week, I dove headfirst into the whirlwind that is SXSW, focusing on some amazing free events hosted by Midwest House, The Female Quotient, Inc., and Designer Fund among others. For founders like me who are watching every dollar (hello, bootstrap life!), these free events were absolute gold—not just for the complimentary snacks and coffee, but for the conversations that left me feeling both validated and challenged.

The Hard Truth About Funding

Let's start with the elephant in the room: it's still incredibly difficult for female founders to secure funding. The numbers continue to be sobering—according to recent Pitchbook data reported by Inc., wholly women-led companies received just 1% of venture capital in Q1 2024, an even worse figure than previous years. This is in spite of the fact that women control the majority of global spending power and that when women run companies they tend to outperform their male counterparts. This isn't just disappointing—it's a stark reminder of the mountain women founders are still climbing. Sitting in panel discussions at The Female Quotient's events, I heard story after story that reflected my own experiences—the extra scrutiny, the different types of questions we get asked compared to our male counterparts, the subtle (and not-so-subtle) biases.

But here's the thing that struck me—the women in these rooms weren't complaining. They were strategizing, connecting, and building their own paths forward. There was a powerful sense that if traditional funding avenues remain narrow, we'll simply create new ones.

Women in tech at Midwest House

Connections that Matter

One of the most valuable aspects of these events was the opportunity to connect with people who truly "get it." I had incredible conversations with a fractional CMO who offered insights I hadn't even considered for hili's marketing approach. Two angel investors took the time to ask thoughtful questions about our business model (and yes, I had our pitch materials ready to go!).

My favorite encounter was with a couple of designers who immediately understood our vision of building a platform centered around trust and authentic recommendations. They shared experiences from their own work that resonated deeply with what we're building at hili—that moment when you find your people who just understand what you're trying to create is pure magic.

Inc. Founders’ House

Designing New Spaces for Women

Perhaps the most validating theme I encountered across these events was a collective desire to move away from traditional platforms. There was a palpable energy around creating spaces specifically designed for women's needs—not as an afterthought or with a "pink it and shrink it" mentality, but fundamentally built around how women actually shop, discover, and connect. People are excited about the rise in femtech start-ups actually built by women for women.

Make-up and headshot experience at Equality Lounge

Building hili for How Women Actually Live

This is exactly why we're building hili. From day one, we've been designing for the ways women actually shop and discover—through trusted recommendations, genuine connections, and communities that understand our specific needs.

We're not trying to retrofit an existing model or add "female-friendly" features to a platform designed by and for men. Instead, we're starting fresh with a clear understanding that for many women, the journey to finding products and services we love isn't a straight line from search to purchase. It's a winding path that often involves texting friends, checking in with communities we trust, and seeking authentic experiences shared by people who understand our specific needs.

At hili, we're building that trusted space—one where recommendations come from people who know you, your style, and your standards. Where discovering new products feels like getting advice from a friend, not scrolling through endless ads and suspicious reviews.

After a week of SXSW conversations that reinforced just how necessary this approach is, I'm more energized than ever about the path we're on. We're not just building another app—we're creating a space that truly serves women in the ways they've been asking for all along.

If you're interested in joining our community of early users, drop us a note or sign-up to be a part of our beta testing group! We're still in the early stages of our journey and would love for you to have input into shaping the future of hili. One thing will never change, though, and that is our commitment to giving you a place for real recommendations and true connections.

Let's get back to discovering things we love—together.