© 2018

Emotional Banking

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


  • Develops a unique concept (“Emotional Banking”) that speaks to the core of what is broken in banking today

  • Showcases a series of real-life examples of brands that have achieved success as case studies

  • Features interviews with bankers, commentators, and founders of FinTech


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

  1. 1.Emotional BankingLondonUnited Kingdom

About the authors

Duena Blomstrom is a well-respected thought leader in FinTech with a large Twitter and LinkedIn following, an independent digital banking and CX consultant, an entrepreneur and angel investor, a mentor to startups, a blogger with cutting edge opinion style named as one of LinkedIn’s Top Voices, a public speaker at industry events and the inventor of the Emotional Banking and EX concepts. With a background in Psychology as well as Business, she is intensely passionate about getting banks to think of the concept of “Emotional Banking” or how to stop thinking feature set and start thinking customer’s feelings. She is working with corporations on deep cultural change programs that enable them to become truly Human Design-led organisations and put experience at the heart of the organisation to build strong brands.

Bibliographic information

  • Book Title Emotional Banking
  • Book Subtitle Fixing Culture, Leveraging FinTech, and Transforming Retail Banks into Brands
  • Authors Duena Blomstrom
  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2018
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Economics and Finance Economics and Finance (R0)
  • Hardcover ISBN 978-3-319-75652-3
  • Softcover ISBN 978-3-030-09288-7
  • eBook ISBN 978-3-319-75653-0
  • Edition Number 1
  • Number of Pages IX, 159
  • Number of Illustrations 6 b/w illustrations, 0 illustrations in colour
  • Topics Popular Science in Finance
  • Buy this book on publisher's site
Industry Sectors
Finance, Business & Banking