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The company offered wealth management, private equity advice and corporate advice. It attempted to correct what it perceived as a historic lack of balance and diversity in the financial sector. The founders blamed the 2007 financial downturn on high-risk behavior, short-term orientation and a narrow
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Auður received significant international attention. The Auður story has been featured by the BBC, New York
Magazine, The Guardian, and The Financial Times, among others. Halla Tomasdóttir spoke at the 2010 TED Women's Conference on her financial philosophy.
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Auður
Capital started its operations in 2007 and merged with the financial services firm Virðing in January 2014. The merged company operates under the name Virðing.
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Icelandic Competition Authority authorized the merger at the end of 2013 as well as the Icelandic Financial Supervisory Authority in January 2014.
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Auður succeeded in preserving the funds of its clients when the
Icelandic banks collapsed in October 2008.
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Virðing owns the Auður
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definition of results which had driven the financial sector for the past years.
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was Auður's executive chairman and Kristín Pétursdóttir was the company CEO.
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businesswomen, with the aim of incorporating feminine values into finance.
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http://www.fme.is/utgefid-efni/frettir-og-tilkynningar/frettir/nr/2011
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In
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146:"After the crash, Iceland's women lead the rescue"
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188:http://www.ted.com/talks/halla_tomasdottir.html
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120:"What If Women Ran Wall Street?"
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