Emotional Banking

Fixing Culture, Leveraging FinTech, and Transforming Retail Banks into Brands

  • Duena Blomstrom

Table of contents

  1. Front Matter
    Pages i-ix
  2. Banks Today

  3. Emotional Banking

    1. Front Matter
      Pages 69-69
    2. Duena Blomstrom
      Pages 71-83
    3. Duena Blomstrom
      Pages 85-95
    4. Duena Blomstrom
      Pages 97-108
    5. Duena Blomstrom
      Pages 109-118
  4. The Methods

    1. Front Matter
      Pages 119-119
    2. Duena Blomstrom
      Pages 121-127
    3. Duena Blomstrom
      Pages 129-134
    4. Duena Blomstrom
      Pages 135-140
    5. Duena Blomstrom
      Pages 141-149
  5. Back Matter
    Pages 151-159

About this book


Banking is under threat. Despite access to fast-paced technology known as FinTech, an antiquated business model and internal organizational paralysis do not allow for the creation of a truly beloved brand and are stifling change. To survive and thrive when their competition is catching up, banks must understand the principles behind Emotional Banking—a cultural change concept that brings the consumer to the center of rethinking banking products and delivery.

This book starts with a history of the space then moves into an overview of what FinTech is. After discussing the state of banking today including stories from the biggest names in the industry, the concept of Emotional Banking and Brand are introduced as an answer to the problems outlined above. It concludes with examples of best practices and a hands-on approach on how to change the inertia, become a brand and make customers fall in love with their bank.

Some of the questions this book tackles include:

  • ·         Why don’t banks “care”?
  • ·         How many banks will survive?
  • ·         What is FinTech and why does it matter?
  • ·         Can Banks become beloved brands and find their way to the consumer’s heart?
  • ·         Why is there a disconnect between what we say and what we do in the industry?
  • ·         Is inertia in banking a result of broken internal culture?
  • ·         Which big brand or challenger will be at the top in 5 years?


Banking Digital banking FinTech Financial technology Branding Emotional Banking

Authors and affiliations

  • Duena Blomstrom
    • 1
  1. 1.Emotional BankingLondonUnited Kingdom

Bibliographic information