Introducing #SheBanking: a pioneering concept created by Strands and Gemma Cernuda (Ellas Deciden). The purpose of this study is to:

• Identify what women expect from banks as an ‘ally’ when managing personal and family finances.

• Discover how can we improve the relationship with banks so women feel less excluded from the current narrative.

• Pinpoint the services that add value for women, so that they feel better “treated” by banks and that they speak the same language as her.

“Women want a relationship with their bank, while men want simple transactions"

The Financial Brand