This Canadian Bank Is Turning the Page on Talking to Women About Finances

National Bank, in collaboration with LG2, is reversing the conversation about finances for International Women’s Day. To launch a new personal finance series dedicated to women, called 'Invest in You', the bank brand is partnering with content creators Jessica Moorhouse and Kathy Marquis as well as several women’s magazines.

To promote the initiative, National Bank has taken over the back covers of Elle Canada, Canadian Living, Clin d’oeil, Coup de pouce, La Semaine, Véro, Les Idées de ma maison, and seven Jours for the month of March. The covers are designed to change the conversation women have around investments while also promoting the new series. 'Elle Invest in Yourself', 'Canadian Living off your investments': The titles of the articles and the personalities featured have been changed to give greater prominence to women in finance, and to move away from stereotypical discourse.

“Women are often encouraged to spend less rather than to invest,” says Jessica Moorhouse, financial advisor and host of the More Money Podcast. In fact, research shows that 90% of financial articles aimed at women focused on how to save money, neglecting other important aspects of personal finance such as investing, insurance and retirement planning.

The campaign also includes sponsored content within the magazines themselves, social media content, digital signage, and digital ads that all direct to bnc.ca/women where the Invest in You video series and additional National Bank tools and articles are hosted.

“We wanted to flip the script on how women are spoken to about investments, literally. Women’s magazines have always been an important source of advice and dictate who women should emulate, but they typically focus on subjects like beauty, fashion, food, and psychology – rarely finances. That’s why we turned these financial content creators into cover girls. We want to encourage more women-focused platforms to talk about how women can make more money.” said Marilou Aubin, vice-president, creative, LG2.