In 2013, Bank al Etihad set out to reshape its institutional identity and become Jordan’s leading bank for women. Today, that vision is a reality. Through its women-centered brand, Shorouq, the bank’s women’s portfolio has grown thirteen-fold. 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 the internal culture change that made Shorouq credible, the customer insights that made it compelling, and the data that has allowed it to evolve.
