As I like to say, where there’s a market inefficiency, there’s a commercial opportunity.

We know that only a tiny fraction of venture capital investment flows to women and people of color. Whether because of lack of experience with this demographic, or lack of imagination or understanding, the consequences have had profound societal ramifications. From a financial perspective, underinvestment in female and multicultural tech entrepreneurs represents a market inefficiency.

Because they were overlooked for so long, companies founded by women and people of color represent one of the biggest investment opportunities of our time. They are coming up with ideas that “traditional” founders don’t see, reaching untapped, growing markets, and generating real returns for investors who recognize what they have to offer.

That’s why nine tech entrepreneurs join me every day at Morgan Stanley’s Multicultural Innovation Lab. The Lab is one of the programs we started to change the investment landscape for entrepreneurs who struggle to overcome the institutional and cultural barriers to funding that so many multicultural and female founders face.

This isn’t just something we thought would be nice to do. Morgan Stanley looks to generate returns, and based on our professional market analysis, we feel it is incumbent on us, not as social scientists but as investment advisors, to bring these opportunities to the markets, to our clients.

That’s what’s on my mind when I’m sitting across the table from one of our entrepreneurs like Louise Broni-Mensah, who built Shoobs, a platform for urban nightlife, culture, and entertainment in her native England when she saw there was nothing like it, despite clear demand. When she tried to find investors, however, most of the, well, men, that she spoke to couldn’t imagine or connect with the idea and the market. It took off nonetheless, entirely due to her hard work, and we’re helping her bring Shoobs to the next level. I’m proud to say she’ll soon launch in the United States this fall, in none other than New York City.

Then there’s Tanya Van Court, who earned not one, but two engineering degrees from Stanford before establishing herself as a force in corporate marketing. She saw a gap in the market for services that teach financial literacy and strategies for goal-based savings to children that would stay with them as they grew into adults, so she built Goalsetter. She knew that both low-income and wealthy families could leverage the practice, the former to nurture ambition and financial wherewithal, and the latter to encourage responsible stewardship of family funds. And she persevered when potential investors shrugged, unable to fathom why anyone would need such a service.