Courting the Novice Investor: Financial Seduction in the Context of a Nordic Welfare State

The expansion of financialised capitalism has increasingly compelled actors in the banking and financial sector to engage with population groups that have traditionally remained outside the sphere of financial investment practices. Over recent decades, the number of small household investors has grown substantially. This article asks the following questions: Given the inherent complexity and uncertainty of financial markets, how do banks appeal to customer segments with limited familiarity with financial theory and practice? What kinds of narratives underpin their marketing strategies? The analysis demonstrates how these narratives are crafted through emotive, moral, and cognitive elements tailored to customers situated in specific phases of the life course. The concept of financial seductibility serves as an analytical lens, highlighting how the appeal of financial products is highly context-dependent. The article thereby enriches and adds classificatory nuance to the literature on household financialisation.