BACKGROUND:
Nordea’s name is the combination of two words: Nordic + Idea = Nordea. It reflects the bank’s Nordic foundation and progressive mindset. Guided by strong Nordic values, the bank is committed to making money work for a more sustainable, equal, and innovative society across its key markets: Denmark, Norway, Finland, and Sweden.

Despite laws granting equal parental leave to both parents, 88% of parental leave days in Finland are still taken by women, with one in five Finnish fathers not using their leave at all.

CREATIVE IDEA:
To communicate Nordea’s commitment to financial equality and social progress, we introduced The Parental Leave Mortgage—a first-of-its-kind digital banking product that allows parents to pause their mortgage payments in full during parental leave. No payments. No fees. No costs. Nothing. By integrating this benefit into its digital banking platform, Nordea used its core services to reinforce its brand story.

INSIGHTS & STRATEGY:
While parental leave is one of the greatest innovations ever made, it still causes systemic inequality in society. Often, the primary earners in families don’t take their share of parental leave due to the mortgage payment burden they often carry. This not only impacts their bond with their child but also sets primarily women back in terms of salary, pensions, and career growth. We saw an opportunity to challenge this norm through a seamless digital solution that removes a key financial barrier.

EXECUTION:
The Parental Leave Mortgage was integrated into Nordea’s digital banking ecosystem, allowing customers to access and apply for the benefit through Nordea’s website. With just a few clicks, eligible parents could pause their mortgage payments—no lengthy forms, no hidden conditions—making financial equality accessible with a simple click.

The product was launched through Finland’s largest newspaper, driving immediate awareness and engagement. The initiative quickly dominated headlines and sparked a nationwide conversation about gender equality and financial empowerment.

By making the Parental Leave Mortgage a core part of Nordea’s digital offerings, the bank didn’t just introduce a feature—it transformed its digital banking platform into a tool for real social change, proving that a bank’s products can reflect its purpose.

RESULTS & IMPACT:
More than 6,000 families applied for the mortgage within the first four months, saving an average of €460 per month, providing much-needed financial relief.
10,000 families enquired about the product within the first week, demonstrating the broad appeal and relevance of the initiative.
Earned media reached 8.5 million people in the first week—1.5 times the entire Finnish population, ensuring widespread visibility.
Brand perception impact:
“Cares about customers” +200%
“Positive effect on society” +180%
“Innovative” +150%
“Responsible” +50%

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