I grew up in Sweden, in a beautiful region called Värmland, where I discovered an early passion for business and finance. People often pointed out my natural talent for sales, numbers, and analytical thinking, which inspired me to pursue these interests academically. While studying at university, I took a summer job at a bank. What started as a temporary role turned into a part-time position and eventually became my full-time career after graduation.

Working at the bank during the financial crisis of 2009-2010 was a transformative experience. I had studied past recessions in university, but witnessing one firsthand while working through it was incredible! It gave me a profound understanding of how financial institutions and central banks shape and influence the world.

After gaining experience across retail, private, corporate, and investment banking, I found myself asking, “What’s next?” I felt limited by the constraints of bank products and unable to guide clients toward better solutions outside my organisation. That realisation sparked my decision to explore new opportunities.

As a Swedish-Arabic professional, Dubai felt like the ideal next step – a city that perfectly mirrored my multicultural background while offering sunshine, safety, and the added bonus of no personal taxes! Living here among people from diverse nationalities in harmony has been incredibly fulfilling. Since making the move, my life and career have only continued to thrive.

Were Your Family And Friends Supportive Of Your Career Choice?

Yes, my family has always been incredibly supportive. As a child, I dreamed of becoming a doctor – a paediatrician or surgeon – taking inspiration from my mother, who is a doctor herself. I even worked summer jobs in hospitals, which deepened my fascination with anatomy. However, the many years of medical study eventually led me to shift my focus. Medicine became a hobby rather than a career path, and I turned my attention to business instead. My family saw my potential in this field and encouraged me every step of the way. I’m so grateful to be on this path and doing work I love.

When I decided to move to Dubai and take the leap into self-employment without the safety net of a steady salary, it was a big challenge, but I thrive on challenges! At the time, the financial planning industry here was heavily dominated by British male advisors, many without formal finance qualifications. Coming from Sweden, where I was trusted as a banker, to a market where advisors often faced scepticism was a significant adjustment.

I embraced the opportunity to prove myself as a knowledgeable, client-focused professional who genuinely cares about her clients. As a female advisor, I’ve also made it my mission to open doors for more women in this industry, paving the way for greater representation and inclusion.

What Do You Love Most About Your Work?

I love being a “doctor” for people’s financial health. Just as mental and physical well-being are essential, I believe financial health is just as critical for achieving long-term stability and peace of mind. Helping clients navigate their financial journeys, improve their situations, and achieve their goals brings me immense satisfaction.

One of the most rewarding aspects of my work is meeting people from all over the world. It allows me to combine my passion for numbers with my love for building human connections – a balance that perfectly suits my personality. I’m a proud geek when it comes to finances, and I fully embrace it!

Who Do You Look Up To?

My mum, without a doubt. She has faced and overcome incredible challenges, including raising my brother and me in a foreign country while pursuing her medical career, even when many doubted her abilities. She achieved her goals with unwavering integrity and grace while giving us unconditional love and support.

She is the wisest and kindest person I know. Her strength, independence, and ability to balance resilience with kindness inspire me every single day. I find it truly beautiful that you can be a strong, independent woman and still embrace your softer, more compassionate side. Striking that balance isn’t easy, but she makes it look effortless, and it’s something I deeply admire.

It Sounds Like She Has Helped Shape Both Your Career And Your Life…

One hundred per cent! From the age of 12, I knew I wanted to be a strong, independent woman just like her. I wanted to work, earn my own money, and carve my own path. She helped me find a part-time job when I was about twelve or thirteen, and from that young age, I began my journey of independence.

Through her guidance, I discovered the joy of serving and helping others, a value that has stayed with me ever since. She has been my unwavering supporter through every challenge and triumph. She’s the best!

What Has Been Your Greatest Career Achievement To Date?

I’m incredibly proud and humbled to have built a successful career as a qualified female advisor in Dubai – a market that, over a decade ago, presented significant challenges due to its lack of regulation and public trust. It wasn’t easy, but I worked hard to establish a reputation for integrity and client-focused service. Hearing clients refer their friends and family to me is deeply fulfilling and validates all the effort I’ve put in.

The most rewarding moments come when I hear how my advice has helped clients achieve life-changing milestones, like funding their children’s education or securing their family’s future. It touches my heart and reminds me why I love what I do. I feel incredibly grateful to be living my dream and being recognised in this industry.

You Speak Several Languages. How Does This Help/Benefit You In Your Work?

I speak Swedish, English, Arabic, some French, and a bit of Japanese, which allows me to connect with clients on a much deeper level. Even knowing just a few words in someone’s native language can create an immediate sense of trust and make them feel seen and understood.

Communication is at the core of financial advising, and being able to speak directly to someone’s heart in their own language often fosters stronger, more meaningful relationships. It’s a small effort that can have a profound impact, and I believe it’s one of the keys to building genuine connections with my clients.

What’s It Like Working In A Male-Dominated Industry?

It’s definitely interesting! Working in finance as a female professional comes with its challenges, especially in male-dominated environments. Early in my career, I noticed I wasn’t always taken seriously right away. To counteract this, I focused on presenting myself professionally and confidently – choosing not to wear skirts or dresses and speaking in a lower-toned voice to make a strong first impression. Over time, my expertise and actions spoke for themselves, and I earned the respect of my peers. Ultimately, it’s our character and contributions that define us, and that remains my guiding principle.

Involving both genders in our industry is essential for true success. Men and women bring unique perspectives and ideas, strengthening both the industry and our relationships with clients. Over the years, I’ve had both male and female clients tell me how refreshing it is to have a female perspective on their investments. It’s incredibly rewarding, and I would love to see more women join us at the firm.

One of my top priorities has been involving women in financial conversations. Historically, these discussions were often left to male clients, but I make it a point to include their spouses, ensuring both partners feel informed and empowered. This approach has been essential during challenging times, such as when clients have faced personal losses. Creating that sense of inclusion and support is something I deeply value in my work.

What Do You Find Most Challenging About Your Work?

The most challenging moments are often the emotional ones – whether it’s navigating turbulent global markets or supporting clients through personal hardships, such as job losses or family tragedies. In those times, I often feel like part of my clients’ families, offering not only financial advice but also emotional support.

Staying calm, empathetic, and grounded during these moments is absolutely essential for maintaining trust and delivering real value. It’s about holding onto your integrity, staying true to your values, and always remembering your “why.” As we say in Sweden, you need to “keep ice in your belly” and stay calm, collected, and focused no matter what comes your way.

What Makes Your Service Unique?

Clients often tell me that I’m really easy to talk to and genuinely invested in their well-being, which is such a kind and humbling thing to hear. My focus is always on building long-term relationships grounded in trust, integrity, and care. For me, there’s nothing more fulfilling than knowing I’ve made a difference in someone’s life.

When clients say things like, “Without you, I wouldn’t have been able to send my child to university,” it’s incredibly rewarding. And sometimes, when a client has passed away, their surviving partner or even their children have reached out to thank me for helping secure their financial stability. Moments like that are deeply meaningful.

I owe much of my approach to the values and integrity instilled in me by my mother. Those principles guide everything I do, and I strive to be a trusted advisor who always puts clients first. People often tell me that they feel I genuinely have their best interests at heart, and I believe that’s what sets me apart and makes my service so impactful for the clients I work with.

What Advice Would You Give To Someone Starting Their Financial Journey?

Start by consulting a professional to assess your financial situation comprehensively. Take small, manageable steps, like transferring funds from your main account to a dedicated savings account. Building an emergency fund is a crucial first step, and once that’s in place, you can start exploring investment opportunities tailored to your specific goals and timeline. Having an expert evaluate your entire financial picture can help identify gaps and create a clear plan to fill them.

In this region, we have a unique chance to “tax” ourselves by saving and investing wisely, taking full control of our financial future. Even if you’re only here temporarily, starting early can have a profound and lasting impact. So, do your future self a favour and start now!

What Trends Are You Seeing In The Industry Right Now?

The industry is evolving rapidly, with clients now gaining access to a broader range of investment opportunities beyond traditional savings plans. Savings plans are still essential; they act like a small engine that grows steadily over time, helping us “tax” ourselves and build a financial safety net for the future. However, a significant trend we’re seeing now is the rise of lump-sum investment opportunities that generate immediate passive income.

Strategies like investing in property, art, forex trading, or litigation funding are becoming increasingly popular. Once reserved for high-net-worth individuals, these options are now accessible to a broader audience, which is incredibly exciting. Today, we have financial tools that can create income in the short term, while savings plans secure income for the future.

The pandemic also brought about a surge of interest in financial literacy and planning. People realised the importance of having a safety net during uncertain times. Many turned to platform trading, and I noticed clients asking more questions and starting interesting conversations. Since then, it’s been great to see more curiosity and involvement in financial matters.

Another fascinating trend during the pandemic was how people adapted to temporary salary cuts. Many realised they could manage on a lower income, and when their full salaries returned, they used the opportunity to save more. It became a valuable wake-up call for many and sparked new habits around financial planning.

What Else Do You Want To Achieve In Your Career?

I aspire to continue supporting clients throughout their life journeys, helping them achieve their financial goals and tick off everything they dream of accomplishing. Seeing those milestones come to life is incredibly fulfilling for me.

Beyond that, I want to add more value to the industry and SVN Capital. I hope to inspire more women to pursue careers in investment services. The industry thrives on diverse perspectives, and I’m proud to contribute as a female investment director. I believe that by encouraging more women to step into this field, we can create a more inclusive, innovative, and impactful industry for everyone.

What Advice Would You Give To Aspiring Female Advisors?

Persevere and stay true to yourself, no matter what challenges come your way. Focus on your passion, commit to continuous education and qualification, and always approach your work with integrity. If you stick to these principles, you’ll be just fine.

And remember – you’re not alone! Feel free to contact me; I would love to help and support you on your journey!

Finally, What’s It Like Working At SVN Capital?

I love it! SVN Capital stands out for its uniqueness and unwavering commitment to excellence. Even my clients often remark on how exclusive it feels, not just because of our diverse solutions but also how we conduct ourselves.

The firm’s selective approach to recruitment ensures we deliver exceptional service and innovative solutions to our clients. Being part of a team that is redefining the investment landscape is incredibly exciting and fulfilling. SVN Capital’s focus on quality over quantity creates a collaborative, forward-thinking environment that I am very proud to be a part of.