In the fusion of two traditionally male-dominated sectors, the rise of women in PropTech is more than just a passing trend – it’s a powerful shift towards a more inclusive, innovative and forward-thinking industry.
PropTech, the intersection of property and technology, is revolutionising how we build, manage, and interact with spaces. Yet, despite its groundbreaking innovations, PropTech remains a field with notable gender disparity, with women accounting for only 10% of PropTech business founders globally. In related industries, women are also underrepresented, making up just 30% of the real estate sector, with just 14% in C-suite roles, and 26% in tech jobs. In that sense, the figures seem to add up.
But as the industry continues to evolve, it’s becoming increasingly clear that while diversity is ever so important, it’s not merely a checkbox exercise; it’s a vital driver of industry progress. That’s because a more inclusive industry fosters different perspectives, sparks creative problem-solving and accelerates innovation.
At PropTech Connect, Europe’s largest PropTech event, we had the privilege of rubbing shoulders with industry leaders from across the continent. Among them were three extraordinary female CEOs: Dr. Sarah Buchner from Trunk Tools, Lucy Lyons at Kestrix, and Dr. Katherine Gunderson from Grand Bequest.
Seizing the opportunity to pick their brains, we asked how they’ve overcome the challenges of working in a male-dominated space and carved their own paths to success. All three of these women have made incredible contributions to the PropTech industry, and their stories of resilience, empowerment and bold leadership offer invaluable lessons – not just for women in PropTech, but for anyone navigating similar challenges in any sector.
Luckily for us, they’ve shared their pearls of wisdom on how to rise to a place of influence and work smartly and diligently not just to win the game, but to change it.
1. Dr. Sarah Buchner, Founder & CEO, Trunk Tools
Q: How do you effectively navigate a male-dominated industry?
A: As a female disruptor in a predominantly male space, I’ve had to overcome barriers rooted in lingering biases and sexism. One thing I’ve always believed is that resilience isn’t something you’re born with – it’s something you build. I believe that the biggest factor for someone’s success is resilience. Every hardship, every setback and every challenge can become another layer of resilience to leverage in the future. My advice to women aspiring to lead is to focus on building that resilience. The ability to bounce back and adapt will always be your greatest asset.
2. Lucy Lyons, CEO, Kestrix
Q: How do you assert your voice and influence in a predominantly male space?
A: It might sound a bit silly, but I like to picture a role model who embodies amazing public speaking skills and confidence and try to emulate that. I’m from the US, and with everything going on at the moment, right now it’s Kamala Harris. I imagine how she would carry herself in any room, her confidence, and her presence, and I channel that energy into my own approach. It’s about adopting a mindset that you belong in every room you enter, no matter who else is there.
I also always come prepared for any engagement – data, insights, you name it. When you speak from a place of knowledge, it’s harder for anyone to dismiss your ideas, and that boosts your confidence.
Beyond that, surrounding yourself with supportive allies is key. Their recognition and support of your voice can make all the difference. So, in summary, my advice to other women is to envisage your potential, arm yourself with knowledge, and lean on your support system. Most of all, remember that in a world where leadership is often defined by men, your perspective is not just valuable – it’s essential.
3. Dr. Katherine Gunderson, CEO & Founder, Grand Bequest
Q: How do you assert your voice and influence in a predominantly male space?
A: To assert your voice and influence as a leader, being bold is crucial. Being unafraid of failure, willing to take risks and challenge the status quo helps you push boundaries, which creates space for your unique strengths to develop. A lesson I’ve undoubtedly learned through experience is that failure isn’t something to fear – it’s a sign of growth. Each stumble or setback teaches you something and makes you stronger, more resilient, and ultimately, more successful.
Equally important is embracing diversity. Surrounding yourself with people who think differently fuels creativity and innovation. At Grand Bequest, we prioritise hosting Master's and PhD dissertation placements, which creates an environment that encourages fresh perspectives and chases after complex challenges. Diversity isn’t just a buzzword for us; it’s a strategic necessity for developing the hybrid, empathetic cultures we all want to work in.
Finally, my advice for anyone, not just women, is to be confident in your abilities, build a strong network, and focus on making an impact in every possible way. And don’t be afraid to have a little fun along the way!
Closing Thoughts
These three CEOs are not only breaking barriers in a male-dominated industry but also offering invaluable advice on how to succeed and thrive in the ever-evolving PropTech space. Their collective wisdom speaks to the power of resilience, preparation, and embracing diversity – key elements that have allowed them to excel and inspire others.
As the PropTech industry continues to grow, their leadership will undoubtedly inspire future generations of women to take charge and lead with confidence.
Inspired by these stories? Discover more PropTech insights with our next story: Inside PropTech Connect: 5 Businesses Shaping the Future of Real Estate.
