On a recent episode of Ritter on Real Estate, I sat down with Veena Jetti, Founder of Vive Funds and one of the most influential voices in multifamily and private real estate investing today. Veena has closed over $1 billion in real estate transactions and raised hundreds of millions of dollars in investor capital. But what makes her perspective especially compelling is how she connects capital, leadership, and long-term impact.
Our conversation centered on a topic that is not being discussed nearly enough in real estate and finance: the largest transfer of wealth in human history—and the fact that women will control the majority of it.
From Single-Family to Scale: Veena’s Journey into Multifamily
Like many investors, Veena began her career in single-family real estate, inspired by what looked like “easy money” on television. The reality, of course, was very different. Single-family investing proved labor-intensive, difficult to scale, and inefficient relative to the time required.
The inflection point came when she transitioned into multifamily investing, starting with a 200-unit deal in Dallas alongside Joe Fairless. The results were transformative. Within 15 months, investors received back 40% of their principal, and the property was ultimately sold just over three years later.
That experience fundamentally changed her trajectory.
Once you understand scale, efficiency, and risk-adjusted returns at the multifamily level, you can’t unsee it. From there, Veena continued to grow deal size, refine strategy, and adapt across multiple market cycles—ultimately building Vive Funds into a billion-dollar platform.
The Great Wealth Transfer—and Why It’s Different This Time
Most investors are aware of the so-called “Great Wealth Transfer”—an estimated $124 trillion expected to move from Baby Boomers to younger generations over the next two decades.
What many don’t realize is this: approximately $100 trillion of that wealth is expected to be controlled by women.
This is unprecedented.
Historically, wealth passed through patriarchal lines. Today, women are inheriting wealth twice—first as surviving spouses, and again as beneficiaries of their parents’ estates. By 2030, it’s projected that two-thirds of US household wealth will be controlled by women. This shift will fundamentally change how capital is allocated, how deals are evaluated, and how investment firms operate.
Why Women Think About Money Differently
One of the most insightful parts of our discussion was how differently men and women often evaluate investments.
Men tend to focus on optimization:
– Returns
– Tax efficiency
– Comparative alternatives (stocks, crypto, etc.)
Women, while absolutely concerned with performance, often ask deeper and broader questions:
– How does this investment impact families and communities?
– Is housing still affordable after the value-add plan?
– What legacy does this create for future generations?
– Does this investment give me greater autonomy and security?
This difference isn’t a weakness—it’s a strategic advantage. Women influence roughly 85% of household charitable giving and often prioritize sustainability, education, safety, and long-term outcomes. As capital managers, operators, and sponsors, ignoring these priorities means missing the mark with the fastest-growing investor demographic in the market.
What This Means for Real Estate Sponsors and Operators
If you are raising capital today—or plan to in the future—this shift matters. Veena made a point that should resonate across the industry: if you do not have women in decision-making roles—at the director, executive, or board level—you are limiting your perspective and your potential.
Diverse decision-making teams don’t dilute performance; they strengthen it. They broaden risk assessment, improve communication, and align investments with the values of tomorrow’s investors. This doesn’t mean abandoning returns. It means understanding that value creation can—and should—include social, community, and legacy considerations alongside financial performance.
Financial Literacy is the Ultimate Legacy
One of the most powerful parts of our conversation was Veena’s perspective on raising financially literate children—especially daughters. The greatest gift isn’t money itself, but the knowledge of how money works. Understanding cash flow, leverage, interest, risk, and long-term investing creates independence. Independence creates choice. And choice creates power.
Financial autonomy allows people—especially women—to leave situations that don’t serve them, whether professionally or personally. That autonomy changes families, communities, and ultimately society.
Practical Advice for Women Preparing for the Wealth Transfer
Veena shared several actionable principles for women preparing to step into greater financial responsibility:
1. View money as economic power: Capital is a vote. Be intentional about where you place it.
2. Evaluate leadership, not just returns: Who is making decisions matters. Diversity is a strength.
3. Get educated—even when it’s uncomfortable: IRR, equity multiples, and cash-on-cash returns can be learned. The information is widely available and often free.
4. Talk about money openly: Share experiences, lessons, wins, and losses. Transparency accelerates learning.
5. Build independence, not separation: Financial autonomy strengthens healthy relationships—it doesn’t undermine them.
A Shift That Will Reshape the Industry
This transfer of wealth is not theoretical. It is happening now. And it will reshape how capital flows, how investments are structured, and how success is measured.
For those of us in real estate and private investing, the opportunity is clear: listen more closely, think more broadly, and adapt intentionally. The investors of the future are already here—and they are changing the rules for the better.