Research indicates that, while not always visible, gender bias still exists in the financial world. And financial institutions are behind in shaping their services for women, even though women make up half of Canada’s economic contributions.

Introducing W by ATB™

W by ATB offers a unique banking experience that supports women’s success by removing bias, providing transparency in financial advisory services, and aligning with what women want and expect from their financial institution. W by ATB is an important commitment to women, ensuring ATB advisors and relationship managers have their best interests in mind. Currently, ATB Business and ATB Wealth® clients who are women will benefit from the W by ATB expert advisory experience. 

Training helps make ATB consciously unbiased. 

The W by ATB Accreditation Program provides gender intelligence training that is accredited by the Chartered Banking Institute (for Business) and Canadian CPD (for Wealth). The program touches on key concepts such as unconscious bias and gender behaviour with a purpose of creating a financial experience that treats all clients fairly regardless of gender.

ATB is the only Canadian financial institution to offer this level of education as a proprietary employee training program. ATB Advisory team members have successfully completed or are enrolled in this training and are committed to improving women’s experiences in financial services.

The program shines a light on the science behind gender sociological, cultural, biological, and neurological behavioural differences and the unconscious bias that still exists in banking today. Throughout the training, team members are presented with gender research, situation analysis and role playing to put teachings into practice with colleagues. Employees learn how to recognize and change their own personal bias. 

Employees who complete the W by ATB Accreditation Program are consciously unbiased and better equipped to provide service in a way that works for women. 

Addressing bias in multiple aspects of women’s financial interests. 

W by ATB launched in the ATB Business space in 2024. We understand it’s not just in business that women are making important financial decisions. More women are involved in financial planning and investment management as well. ATB Wealth and ATB Investment Management are the newest teams to be added to W by ATB. 

According to a report from Toronto-based CIBC World Markets Inc.¹, Canadian women control $2.2 trillion of financial assets and that number is expected to “rise quickly” to just under $3.8 trillion over the next decade.

Bye bye bias.

If you’re ready for a consciously unbiased financial experience, we’re here for you. Talk with a W by ATB Accredited Specialist to discover what’s possible.