The Birth of the Finance Consumer: Feminists, Bankers and the Re-Gendering of Finance in Mid-Twentieth-Century Sweden

This article examines a series of financial study courses for women in 1950s Sweden, jointly organised by commercial banks and an important non-partisan women's organisation, the Fredrika Bremer Association. The aim is to highlight and explain historical connections between feminism and financialisation. I argue that the feminist aspiration to emancipate women from the curtailments of ‘petty’ domestic finance aligned with the banks’ desire to domesticate financial markets. The performances of ‘female finance’ in these campaigns – striking a balance between PR and empowerment – contributed to the making of a new historical figure, not that of the female investor but rather the consumer of finance. The article not only demonstrates the role of gender in the financialisation of everyday life and in the domestication of finance, but also uncovers a longer pre-history behind these processes that are conventionally associated with neoliberalisation in later decades.