THE BLOG
12/10/2010 09:57 am ET Updated May 25, 2011

Halla Tomasdottir: A Feminine Response to Iceland's Financial Crash

Halla Tomasdottir managed to take her company Audur Capital through the eye of the financial storm in Iceland by applying five traditionally "feminine" values to financial services. At TEDWomen, she talks about these values and the importance of balance.

Halla Tomasdottir believes that women's values are key to solving Iceland's economic crisis. In 2007, Halla and her business partner, Kristin Petursdottir, co-founded Audur Capital to bring greater diversity, social responsibility, and "feminine values" to the financial services industry. These values include independence, risk awareness, straight talk, emotional capital and profit with principles. And Audur's approach appears to be working. The investment firm's innovative offerings -- such as the national green-tech investment fund they set up with pop icon and homegirl Björk -- may just help save banking in Iceland.

Halla began her career in corporate America, working for heavyweights like M&M/Mars and Pepsi-Cola. Back home, she helped create a foundation and the executive education and women entrepreneurship programs at Reykjavik University. Halla later became managing director of the Iceland's Chamber of Commerce; she left her post to start Audur. The company is named after an early Viking settler, Audur the Wise, whose moniker signifies wealth, happiness and clear space.

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