In 2007, Halla and her business partner, Kristin Petursdottir, co-founded Audur Capital to bring greater diversity, social responsibility, and “feminine values” to the ﬁnancial services industry.
Do you know what Audur means?
Audur was an early Viking settler, known as “Audur the Wise”, whose moniker signiﬁes wealth, happiness, and clear space.
You may have seen Halla Tomasdottir already. Remember, she was the woman with red shoes giving this “formidable” talk at TEDWomen last December. If you haven’t seen her on stage, take 20 minutes to watch this Islandic woman on fire!
Audur Capital, the uniquely female-focused capital company in Iceland is beating the credit crunch due, at least in part, to their feminine approach to business, the company believes. Read more
In a further sign of demographic change in Iceland’s financial markets, it has been revealed that the heads of both New Glitnir and New Landsbanki will be female.
One does not need to be a woman to work at Audur, but the company founders are women and the vast majority of staff members are too. Since gaining its operating licence in April this year, Audur has concentrated on a debt-free, long-term business style – in other words a female business style, the company argues. Read more
Halla Tomasdottir believes that women’s values are key to solving Iceland’s economic crisis.
These values include:
- risk awareness
- straight talk
- emotional capital,
- proﬁt with principles.
And Audur’s approach appears to be working. The investment ﬁrm’s innovative offerings—such as the national green-tech investment fund they set up with pop icon and homegirl Björk—may just help save banking in Iceland.
Halla began her career in corporate America, working for heavyweights like M&M/Mars and Pepsi-Cola. Back home, she helped create a foundation and the executive education and women entrepreneurship programs at Reykjavik University. Halla later became managing director of the Iceland’s Chamber of Commerce; she left her post to start Audur.
A perfect illustration for the Pioneer –Maintainer dilemna, embracing change with pragmatism, risk awareness, emotional intelligence and wisdom.
Halla Tomasdottir and Kristin Petursdottir might well be the daugters (or “dottir”) of Audur The Wise!
True role models for NOW Leadership…