Within the first few minutes, you must establish your credibility.

That is keen advice from Krista Morgan, CEO of P2Binvestor since 2012 and co-host of “Women Who Startup” radio podcasts.

“I often just emphasize my degree, my portfolio growth and put my expertise in context,” says Morgan, whose company deals in access to lines of credit from $250,000 to $10 million.

“I walk into a room of people in finance and they don’t expect you to be a CEO of a finance company. So I overcome that bias.” She adds, “I also try to be a slightly more serious and less friendly version of myself.”

Morgan’s company, P2Binvestor (that stands for People to Business), “is a financial technology company providing large lines of credit to growing companies who are too big for small business loans but cannot yet access a traditional bank line of credit. We partner with private investors and banks to provide our clients with competitively priced, flexible, and scalable capital. We also build amazing technology that makes it easy to manage large, asset-based lines of credit,” according to the company site.

Morgan is a leader in FinTech, the growing field merging finance and technology with a startling lack of gender diversity.