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Our purpose, values and vision

People sitting close together on a bench having coffee looking at a dog

Where we come from

Swedbank has its roots in the Swedish savings bank movement, which dates back to 1820. Sweden’s savings banks were founded to help people achieve a higher standard of living and greater security through financial planning. Swedbank’s operations are still based on the same goal: to help the many people and businesses achieve a solid financial sustainability.

This means a balanced economy that ensures the well-being of the individual as well as society as a whole. With “the many”, we mean to stress that Swedbank is an inclusive bank, rather than exclusive. Our core business serves a large spectrum of individuals as well as small and medium-sized companies. We believe in a traditional banking model focused on close customer relationships and advice. Swedbank’s employees are attentive to customers’ wishes and act accordingly. The focus must be on our clients’ needs, not our products. This is reflected in our values, which are open, simple and caring.

Our vision

We enable people, businesses and society to grow. Swedbank – beyond financial growth

Our purpose

We shall promote a sound and sustainable financial situation for the many households and businesses.

Our values


We shall be a straight-forward, 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.


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.


Everything we do, we base on our customers’ needs. We help our customers to make sound decisions and 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.

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