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We work tirelessly to eliminate what is outdated and could risk slowing down our development.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.
Since the start, we have worked to reduce prices, educate the public on saving and investing, and promote gender equality. We want to engage people and help them understand how to save. We also want to drive development in the industry and put focus on how fees impact the savings capital, while challenging established structures that disadvantage savers. For a sustainable development and business long-term, the environment and greater social engagement have become increasingly important. We therefore also want to encourage and inspire sustainable savings. Our sustainability work is focused on three areas.
Our ambition is to facilitate and inspire sustainable savings. It should be easy for our customers to identify and invest in sustainable choices. This requires that our product range can be analysed
based on ESG criteria. Through information and inspiration, we encourage sustainable choices. We shall provide our customers with good opportunities to include sustainability preferences in
their investment decisions. An important part of making financially sustainable investment decisions is transparency, where prices and fees are clearly spelled out and where it is easy to understand each product.
We want to be the obvious choice for those who want to learn more about personal finances and we want to contribute to a more gender equal savings market. By educating within personal finance and savings and investments, as well as driving opinion and challenging convention, we want to create opportunities for more people to be financially empowered. Contributing to greater gender equality in savings is a key element in our sustainability work and we work actively to reach women.
We operate in an industry built on trust and ensuring good governance and control is part of our core business. Our governance is based on thorough processes, effective control and clear lines
of responsibility. This gives our employees the best opportunity to act ethically and ensures a sound risk culture. Avanza should be an attractive workplace for those who value gender equality and a limited carbon footprint. We work actively with diversity and want our organisation to reflect the diversity of society.
Read more about our customer promise and offer as well as our sustainability work.
