Our vision is to create a better future for millions of people and our strategic guiding principles when we develop Avanza is to make it cheaper, better and simpler to save and invest. We want to equip our customers with the tools and support needed to improve their finances, while we also encourage and inspire sustainable savings. Through continuous innovation and focus on what is best for the customer, we build trust and generate growth. We want to be the best tool to achieve financial well-being.
Avanza’s business is built on strong customer focus and world-class customer service. Our customers' best interest are genuinely at the heart of everything we do. We want to offer an exceptional user experience and a broad range of products. We believe in our customers' own ability to make the best investment decisions, which is why we do not offer advisory services. Instead, we provide information, education and decision-making tools to help customers make the right investments.
Being attentive to our customers’ needs and doing everything we can to meet them is an integral part of our product development. It also gives us new perspective. We believe that we create the most value for our customers by concentrating our business and development to areas where we are, or can be, the best in the industry.
Innovation is also important from a cost perspective. Offering price leading products is critical to create long-term value growth for savers and to attract new customers. Scalability and efficiency are therefore an essential part of our business. Continuous improvements to our technological platform and systems also enable us to quickly respond to changing customer behaviour and preferences.
We work tirelessly to eliminate what is outdated and could risk slowing down our development. Our technological platform and trading system are among the banking world’s most modern. We always evaluate new technology and update and modernise our systems as needed.
Sustainability is growing in importance for our customers and for Avanza’s business. Since the start, we have worked to reduce prices, educate the public on savings and investments, and to promote gender equality in the savings capital as well as internally. Environment and social engagement have become increasingly important for sustainable development and business. Our sustainability work is focused on three areas.
While we do not control over how customers decide to invest, we can help and inspire sustainable choices. We do so through a wide range of sustainable alternatives and comprehensive information on various savings options. In our own fund company, sustainability aspects are implemented according to the opt-out principle.
We want to clearly voice our opinion on sustainable savings and promote a sustainable financial market. Our customers have invested over SEK 900 billion with us, and through public opinion and education we try to build interest in and a commitment to savings and sustainable choices.
We operate in an industry built on trust and will ensure good governance and control. We work actively to increase gender equality and diversity. We also strive to create a sustainable office space through a healthy work environment and by reducing our resource and energy consumption.
Read more about our customer promise and offer as well as our sustainability work.
