National Bank and ELLE Want Women to Invest in 'Wealthness'

National Bank has joined forces with ELLE magazine in an initiative aimed at equipping women with financial knowledge and integrating personal finances into their wellness routines. Working with LG2, the Bank has created the first women’s 'wealthness magazine,' a portmanteau of 'wealth' and 'wellness.' By collaborating with ELLE Canada and ELLE Québec, the Bank hopes to demystify the often taboo subject of finances and make it more accessible to women. The first edition of the micro-magazine is included in the May 2025 issue of ELLE, with more editions to follow until the end of 2026. Featuring articles, interviews and tips, this micro-magazine breaks down how women can take control and make the most of their finances, without the stress of talking about it.

According to a report from the Financial Resilience Institute, 72% of women say that money worries cause them emotional stress, and 67% say it impacts their mental health. To bring financial well-being into the larger wellness conversation, the first issue of ELLE Wealthness includes articles on the psychology of money, managing finances as a couple and other columns written by licensed financial experts. The collaboration is also being promoted by popular influencers in the wellness space such as Katia Hanine and Trisha Enriquez.

“Our main goal with this initiative is to support women and empower them to achieve their personal and professional goals. Through this partnership, the Bank is encouraging women to achieve financial independence by sharing knowledge and creating opportunities for open dialogue about finances. This isn’t a short-term project, it’s a commitment to six editions of impactful, real content that equips women with real tools from experts. We’re very proud to add this new chapter to National Bank’s women-focused initiatives. We couldn’t imagine a better partner for inspiring confidence and amplifying credible women’s voices in Canada than ELLE.” said Daphné Pardo-Leroux, advisor - brand and advertising, National Bank

“ELLE has been a trusted companion to women for decades. The magazine has evolved over the years to remain firmly rooted in current events and to reflect the topics and interests of its female readership. Beyond fashion and beauty, social issues and everyday challenges play a prominent role. Through this strong and credible partnership with National Bank, we’re taking the conversation about financial well-being to another level while breaking down financial taboos and eliminating the stress that this topic can cause. It’s an honour for KO to encourage women’s interest in finances and give them the tools and confidence they need to take action.” commented Sophie Banford, president and publisher, KO Média and KO Éditions

“We’re very proud to be working on a long-term project that aims to reduce the financial gender gap. LG2’s vast content expertise and collaborations with media experts provided an opportunity to create a real editorial platform for Canadian women in a medium they love. Financial well-being is a new era of self-care. The concept for the wealthness magazine was born out of a desire to prioritise women’s financial well-being. This is the beginning of a content series that will make a real difference in women’s lives.” said Joannie Fredette, creative content director, LG2

The full campaign includes micro-magazines, organic social media posts and collaborations with female content creators. The campaign’s creative assets and content were developed by LG2 with media support from Omnicom and Adviso.