Why National Bank is partnering with Elle to launch women’s magazine

The brand seeks to change the way women and money are portrayed in traditional female publications.

National Bank and Elle have forged a strategic partnership to launch a new micro-magazine focused on women’s financial empowerment, seeking to close the gender gap in financial literacy and promote economic independence for Canadian women. Wealthness marks the bank’s inaugural foray into magazine publishing.

The first issue appears in the May 2025 edition of Elle, with subsequent issues to be released quarterly until the end of 2026 in both English and French. The magazine offers articles, expert interviews and actionable tips to help women manage their finances without the associated stress and integrate personal finance into their self-care routines.

The launch of the magazine is supported by an integrated campaign that includes social media activations, digital content and collaborations with influencers. Omnicom Media Group Montreal and Adviso handled media purchases, with Elle‘s KO Média also involved. Lg2 is behind the creative.

Mélissa Desrosiers, senior manager of brand and content at National Bank, tells MiC that magazines are an effective medium for reaching women aged 25 to 54, which are 96% more likely to read magazines than the average Canadian. By partnering with Elle Canada and Elle Québec across print and digital platforms, Desrosiers says the bank can reach nearly 30% of its target audience in Quebec and nationwide.

“Even more importantly, magazines attract a loyal readership, allowing us to engage with an attentive and committed audience seamlessly, in their daily life,” Desrosiers says, adding that this channel is particularly conducive to the consumption of in-depth, nuanced content, ideal for communicating more complex messages regarding money and finances.

Beyond a simply economic goal, this effort is consistent with National Bank’s broader CSR goals.

According to Desrosiers, women continue to suffer considerable gaps – particularly in financial literacy – despite Canada’s progress towards gender equality, with less than 20% of them managing their finances independently, which can have serious long-term consequences for their financial security. She says that while cultural narratives help to build financial confidence, money stereotypes spread by women’s media exacerbate the investment gap.

“Studies indicated that 90% of financial articles aimed at female audiences focus on saving and frugality, while men’s publications frame investing as a route to accomplishment. This discrepancy not only reinforces limiting beliefs but also widens the gender gap by undermining women’s confidence to take bolder financial steps,” Desrosiers notes. “By helping shift the media narrative around women and money… National Bank positions itself as a true agent of change and progress.”

Wealthness’ launch builds on a previous initiative by National Bank. Last year, the brand introduced “The Investment Issue” campaign and partnered with nine women’s magazines nationwide to challenge stereotypes around women and finance. The campaign featured influential women in personal finance on the back cover of each magazine, sharing their insights on investing and empowering readers to take control of their financial futures.

The bank has also been establishing strategic partnerships with local media. Previous initiatives include a web series on women’s tennis with CBC, a financial platform developed with Urbania for younger demographics, and a white paper aimed at supporting newcomers to Canada.

“These initiatives all reflect a long-standing commitment to relevant, accessible financial literacy content,” Desrosiers says.