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Our mission

Change the global conversation on women and money. At scale.

Why we exist

#1 Education

Provide accessible, impartial financial education to everyone

#2 Independence

Increase the financial independence of every woman

#3 Innovation

Drive change in the Financial Services industry

The way we work

SmartPurse is based on years of practical experience, research, and insight from real people

We answer real-life money questions in a practical way

All our content is rooted in real-life questions from women. Wherever you see case studies and stories, they are from real women.

We never waste your time

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.

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

Kofi Anan