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Our mission.

SmartPurse is based on years of practical experience, research, and insight from women.

The SmartPurse mission



Provide accessible, impartial financial education to every woman.



Increase the financial independence of every woman.



Drive change in the Financial Services industry.

The way we work.

We answer real-life money questions – in a practical way. All our content is rooted in real-life questions from women and structured along life moments that matter. Wherever you see case studies and stories, they are from real women.

We never waste a woman’s time – we add value. Everything we do is designed with efficiency and practicality in mind – from calendar entries to estimated learning times. This means that it should be easy to find what you’re looking for, and easy to understand without being dumbed down. We strive never to use jargon, and if and when we have to, it is accompanied by an explanation.

We understand that trust has to be earned, not claimed. All our information has clearly identifiable sources, and our pricing and data management is fully transparent.

Our team live & breathe the SmartPurse mission & values.

Meet our team

There is no tool for development more effective than the empowerment of women.

Kofi Anan