Emotional Banking ™ is the concept according to which banks and offerers of financial services have to find ways to investigate the consumer’s feelings about money and create addictively pleasant digital experiences thusly replacing customer centricity lip service, with real transformation involving new ways of work, FinTech, Human Led Design methods, First Principles, and a massive cultural shift within the organization.

In her book “Emotional Banking ™ Fixing Culture, Leveraging FinTech and Transforming Retail Banks into Brands”, Blomstrom tells the story of having arrived at the realization that people’s feelings about their money were not investigated and her quest to explore why banks haven’t done so. Also in the book, some of the methods of cultural change that Duena has developed after working with 100+ of incumbent banks, FinTech start-ups, Technology providers and Challengers are being detailed.