The Rise of Women Entrepreneurs: Navigating the Landscape of 2024

A New Era of Female-Founded Businesses

The business world is witnessing a dramatic shift, with women taking the lead in launching new ventures at unprecedented rates. A 2025 Gusto survey reveals women started a remarkable 49% of new businesses in 2024, a significant leap from previous years. This surge in female entrepreneurship spans diverse sectors, from wellness to tourism, showcasing the dynamism and innovation women bring to the table.

Empowerment Through Entrepreneurship: Fanny Tristan's Journey

Fanny Tristan, a clinical social worker, embodies this entrepreneurial spirit. She launched her therapy practice in 2020, experiencing initial success by providing crucial support to Black women during a time of societal upheaval and heightened awareness of mental health.

As the landscape shifted, Tristan recognized the need to diversify. Observing the struggles of single women of color within her practice, she launched Her Soul Supply in 2024, a wellness coaching business offering education, travel, and community. This innovative venture addresses a specific market need while empowering women to build stronger, more fulfilling lives.

"I noticed a pattern of a lot of women coming into my practice who were coming out of breakups or just were single for a long time, and feeling really insecure...and hopeless about their futures," Tristan explains, highlighting the inspiration behind her new venture.

Balancing Act: The Challenges of Time and Funding

The entrepreneurial journey is not without its hurdles. Gusto's survey highlights time management and cash flow as significant challenges for new business owners, particularly for women who may face additional barriers in accessing funding.

Mukarram Igamberdieva and her daughter Mohina Abdullaeva exemplify the complexities of balancing entrepreneurship with other commitments. While Igamberdieva works as a financial consultant and Abdullaeva studies at Baruch College, they co-founded World Network NYC, connecting Central Asian travelers with cultural events, tourism, and real estate opportunities. Their experience underscores the dedication and resourcefulness required to navigate the demands of a startup.

“[I] create a strict schedule, prioritize tasks, and automate or delegate where possible,” says Igamberdieva, sharing her strategies for managing the competing demands of her multiple roles.

"I think one of the biggest challenges has been getting the funding necessary to kickstart and serve as many clients as possible," adds Abdullaeva, echoing a common concern for emerging businesses.

Harnessing the Power of AI: LaTecia Johnson and INGENIUS

Generative AI is rapidly transforming the business landscape, offering entrepreneurs powerful tools to streamline operations and drive growth. LaTecia Johnson, founder and CEO of INGENIUS, is at the forefront of this technological revolution. Her platform helps brands and creators navigate the complex world of media campaigns, leveraging AI to analyze data and optimize partnerships.

"AI allows us to now process this data pretty quickly, and it gets really insightful about the processing of that data," Johnson explains. "So what we like to say at INGENIUS is that we get people 80% of the way there, and the 20% that is remaining is that human element that simply can't be replaced."

Johnson's success in raising $2 million in pre-seed funding highlights the growing investor interest in AI-driven solutions. Her story underscores the potential of AI to empower entrepreneurs and reshape industries.

The Future of Female Entrepreneurship

The surge in women-led businesses in 2024 signifies a powerful trend. Driven by a desire for autonomy, flexibility, and a passion for addressing unmet needs, women are increasingly shaping the future of business. With the transformative power of AI at their fingertips, female founders are poised to disrupt industries and create scalable, impactful businesses.