Vision, Mission, Strategy

Our vision
SEB's vision is to be the trusted partner for customers with aspirations.

Our mission
SEB's mission is to help people and business thrive by providing quality advice and financial means.

Our core values:

• responsibility;
• consistency;
• mutual respect;
• professionalism.

Our core values are reflected in our daily work: our behavior, work, attitude towards customers, colleagues, managers and the public.

Our operational strategy

In order to reach its long-term targets, SEB has formulated a strategy named "Road to Excellence". Key priorities within this plan include intensified interaction with its attractive customer base, a strong commitment to reach superior productivity and quality, increased integration of SEB's organization and focused growth within core areas of strength – primarily corporate and investment banking, private banking, wealth management and unit-linked insurance.

SEB will focus on segments, products and markets where it clearly can add value to its customers.

Financial targets

SEB aims to be the leading bank in Northern Europe in terms of:

• financial performance
• customer satisfaction within its chosen segments

Leadership in financial performance is defined as:

• achieving a higher return on equity compared with relevant North European peers
• reaching sustainable and profitable growth

In addition SEB targets an AA rating and a long-term Tier 1 capital ratio target of 10 per cent, when Basel II is fully implemented without transitional floors.