This article examines a series of financial study courses for women in 1950s Sweden, jointly organised by commercial banks and an important non-partisan women's organisation, the Fredrika Bremer Association. The aim is to highlight and explain historical connections between feminism and financialisation. I argue that the feminist aspiration to emancipate women from the curtailments of ‘petty’ domestic finance aligned with the banks’ desire to domesticate financial markets. The performances of ‘female finance’ in these campaigns – striking a balance between PR and empowerment – contributed to the making of a new historical figure, not that of the female investor but rather the consumer of finance. The article not only demonstrates the role of gender in the financialisation of everyday life and in the domestication of finance, but also uncovers a longer pre-history behind these processes that are conventionally associated with neoliberalisation in later decades.

This article analyzes the so-called turn to the market in Sweden, with an emphasis on aspects that are typically absent from large-scale narratives. How did the changes known as neoliberalization and financialization enter everyday life and mundane financial practices? And which analytical tools can historians use to meaningfully connect the experience of changes on the micro level to those on the macro level? Zooming in on the the year 1979 and focusing on two empirical cases—the popularization of stock saving and the domestication of consumer credit—allows us to elaborate and apply a set of analytical entry points about (1) mundane micro-infrastructures, (2) financial knowledge as learning and unlearning, and (3) moral boundary work. This framework offers a way of exploring when and in what ways new financial practices were experienced and eventually embraced by those who had previously been skeptical or even hostile. It also reveals the role played by actors and institutions not typically seen as agents of marketization.

Today, nearly the entire adult population in Sweden uses a digital BankID for more purposes than only financial ones. Issuing identity documents is commonly perceived as a task for state authorities, but in Swedish society banks have played a dominant role as identificators. The first contribution of this article is that it explains this unique emergence of bank identity and traces the historical roots of a financial identification society to the mid-1960s. Banks started issuing standardized identity cards as a complement to the new system of paying salaries and wages by direct deposit to checking accounts, and these cards eventually became quasi-official identity documents. The Swedish story thus contrasts the scholarship on identification and state control. By treating identity as both a socio-cultural category and a materialization of a technology of control, I argue that the formalization of official identity documents for everyday use was intertwined with the creation of new financial identities. The introduction and general distribution of ID cards were parts of a process whereby wage earners became financial consumers, and the banks transformed themselves into retail companies. My second contribution therefore relates to the scholarly narrative on the financialization of everyday life since the 1980s. While the mass move to financial identification in Sweden, highlighted in this article, certainly fits the content of this narrative, it questions its chronology.