FintekNews Celebrates #WomenInFintech – Meet Joy Schoffler of Upside Avenue


We’re pleased to present our latest installment in our feature series – “FintekNews Celebrates #WomenInFintech“.  This week, we’d like to introduce you to Joy Schoffler, Chief Strategy Officer of Upside Avenue, which provides investors and their advisors access to a diversified portfolio of non-stock market correlated multifamily, senior living and student-housing properties through a public, non-traded REIT for as little as $2,000.

NAME: Joy Schoffler
TITLE: Chief Strategy Officer
COMPANY: Upside Avenue
WEB ADDRESS: www.UpsideAvenue.com


1) What does your financial technology firm offer?

Upside Avenue’s cutting-edge financial technology, combined with a proven history of performance, empowers everyone to invest alongside the wealthiest people across the globe in a diversified portfolio of multifamily, student housing, and senior living properties, throughout the U.S., for as little as $2,000.

2) What was the personal motivation for your firm’s launch?

Our firm has been in business for 16 years, investing in over $1 billion of multifamily real estate. We traditionally only worked with large institutions, family offices and investors, who had over $1 million in net-worth. With the new changes to securities laws, and the proliferation of technology, we were able to launch Upside Avenue, our Public non-traded REIT, which gives all investors and financial advisors access to this a diversified bundle of multi-housing assets.

3) As a female entrepreneur, do you feel any advantages/disadvantages in being female as you are seeking capital to grow & building your business? 

I think growing a company is hard no matter who you are. With that said, there are advantages and disadvantages of being female. Throughout my career, I have been blessed to know a great number of men and women, who were advocates of female entreprenuers, who have given me opportunities I would have never had access to otherwise. While, there is still some sexism, I think you just have to ensure you follow up, know your stuff and never take anything personally.

4) Do you feel you are at a competitive advantage – or disadvantage – as a female fintech entrepreneur – or neither?

Neither, in this day and age you need to just know your stuff and work hard. You have to perform and make sure you meet your targets. At the end of the day people are looking for dependability, honesty and hard work, especially with people they invest their money with.

5)  Do you feel there are more women starting financial technology companies than in other business sectors?  If so, why or why not?

I think that the financial technology sector is pretty open to women, especially in senior leadership roles. Having worked in this industry for over seven years, I have met dozens of women who have started FinTech companies and who are senior executives within established ones.

6) Do you think the trend will continue where we will see more women in leadership roles in fintechs and why? 

When I was just starting out there were few women in leadership roles within finance. The fianance content I read was mostly written by men and few women were on panels—let alone having an event like Fearless in FinTech—where women bring their insights into this rapidly changing field. Seeing women in leadership roles within finance and fintech related fields shows women starting their careers that they can achieve similar heights—it makes it feel natural—like it should be!


A leader within the global financial technology community, Joy Schoffler serves a key role in developing and implementing the overall technology and investor relations strategy for Upside Avenue, a tech-enabled, public, non-traded multifamily income REIT.