Duena Blomstrom

Duena Blomstrom is an entrepreneur, investor, and independent consultant based in London.  She is the founder and author of Emotional Banking, which focuses on creating a cultural change in banks to understand the consumers' feelings about money.[3]


Duena earned her Master's in Psychology from New York University in 2000 and her MBA-MSFS from Georgetown University in 2003.  Prior, she received her Bachelor's degree in International Business Studies from Academia de Studii Economice din Bucuresti in 1999.[4]


After completing graduate school, Duena became the Head of Sales and Business Development at Muniart SRL.  In 2002, she founded RC Consulting, which helped companies wanting to enter the Romanian marketplace and sold it to a private equity firm 5 years later.[1]

Duena became the Head of Sales and Partnerships at WSI Sweden and responded directly to the CEO.[3]

Duena was also the Owner, Sales Mentor and Management Consultant for lux.mentis, a boutique management consultancy agency.[3]

In 2010, she became the Head of Sales at Meniga and was later promoted to Chief Marketing Officer.[1]

In 2015, Duena founded Emotional Banking, a concept that she helps banks internalize the value of user experience and consumer feelings about money.[2]

Duena's has also served as Chief Growth Officer at Temenos.[4]

Emotional Banking (Book)

In 2015, Blomstrom founded the concept of emotional banking. She focuses on helping banks internalize the value of replacing user experience with "emotional experience." This, in turn, helps banking employees understand the customers' feelings and perceptions about money and how banks can become a more beloved brand.[1]

On March 16, 2018, she published a book entitled, Emotional Banking: Fixing Culture, Leveraging FinTech, and Transforming Retail Banks Into Brands. In it, she discusses the cultural change concept in banking that uses fintech to bring the consumer to the center of how banking services can improve.[2]

Awards & Accomplishments

She has been invited to speak around the world and was named a Top Voice on LinkedIn.

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Duena Blomstrom


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