ABOUT

Many women grow up in a culture that tells them they are bad with money. They are constantly confronted with the cultural narrative that women are reckless and incapable around finances. Is it any wonder that so many of them believe it? BMO has set out to fight gender bias in the financial system by addressing the root causes of women’s financial disempowerment. The purpose-driven initiative, Jane’s Story, built an emotional connection in a low-engagement category by shining a light on a cultural issue and in doing so, highlighted a critical need for change.