Swedbank's strategic direction
Swedbank's strategic direction with purpose, vision, customer promise and values as well as our common foundation governs our business and guides us in our daily work.
We empower the many people and businesses to create a better future. Our purpose is firmly anchored in our 200-year heritage. Since the start of the savings banks movement, we have believed in everyone’s opportunity to improve their financial situation.
We have the same purpose today, where we believe that by providing the right advice, services and products to the many customers in our home markets every day, we will have a positive impact on their lives and on society. In 2020, we reviewed our vision, our customer promise, our values, and our common foundation.
Our purpose
We empower the many people and businesses to create a better future
Our purpose is firmly anchored in our 200-year heritage. Since the start of the savings banks movement, we have believed in everyone’s opportunity to improve their financial situation. We have the same purpose today, where we believe that by every day providing relevant advice, services and products to our many customers in our home markets, we will make a positive impact on their lives and on society.
Our vision
A financially sound and sustainable society
Our vision is based on our belief that we, together with our large customer base, can continue to drive and have large impact on our society. We envision a society that is sustainable, including environmental, social, financial and ethical aspects. We believe that a sustainable bank with sustainable customers will contribute to a long-term sustainable society.
Our customer promise
Together we make your financial life easier
- With caring advice
- With intuitive service
- By creating lasting value
Your future, our focus.
With caring advice, built on expertise.
We combine empathy with accessible tools and solid expertise, shaped by the many customers we serve. We help you navigate life’s financial situations with confidence.
This way, we support you in both everyday matters and life’s bigger financial choices.
With intuitive service, on your terms.
We provide banking that aims to be intuitive, simple and centered around you, through a personalized and helpful approach.
Every interaction, in every channel, strives to act in your best interest, and make advanced processes more user-friendly.
By creating lasting value, for you and society.
We are a steady force — supporting growth, communities and people’s financial wellbeing in good times and bad.
With deep roots in stability and trust, we take responsibility for today and tomorrow. Your future, our focus.
Our values
We are attentive to our customers’ wishes and act accordingly. The focus must be on our clients’ needs, not on our products. This is reflected in our values – open, simple and caring.
To be open
We shall be a straightforward, honest and reliable partner. Customers and other stakeholders should feel welcome and secure with our services and our actions. We believe in development and are open to new ideas, new people and new ways to serve our customers and society.
To be simple
Our services and employees must be easily accessible and easy to understand. Our advice is adapted to each customer’s needs, and we give them the financial tools to handle life’s challenges and opportunities. We want to create a friendly, uncomplicated banking experience for everyone.
To be caring
Everything we do, we base on our customers’ needs. We help our customers to make sound decisions and to achieve their goals in a sustainable way. Our employees are helpful and reliable. We take pride in keeping our promises. We are committed to our mission of improving the long-term financial health of people, businesses and society.
Our foundation
Together we create
- An attractive workplace for employees with a culture based on inclusion and accountability
- An efficient, profitable and compliant bank and financial services platform
- A standardised, scalable and stable infrastructure
The key building blocks are of greatest importance to deliver on our purpose, vision and customer promise. We always need to ensure that we are an attractive workplace for employees, with a culture based on inclusion and accountability. We need to be an efficient, profitable and compliant bank and financial services platform. It is also fundamental to have a standardised, scalable and stable infrastructure.