Resource of the Month: Bank al Etihad: Winning Women’s Markets from the Inside Out

A decade of building and evolving its Women’s Markets practice has made Bank al Etihad the bank of choice for Jordanian women, and the Shorouq model shows how financial services providers across the region can grow by serving women well. This case study explores Bank al Etihad’s journey to winning Women’s Markets: the internal culture change that made Shorouq credible, the customer insights that made it compelling, and the data that has allowed it to evolve.