Social Point: promoting equal opportunities in six cities

Everyone’s got talent. It’s just that not everyone has the same opportunities to participate in society. And that’s why ABN AMRO founded Social Point back in 2021, a programme that uses knowledge, experience, networks, resources and volunteers to contribute to equal opportunities. Social Point focuses on financial resilience and entrepreneurship and is now active in Amsterdam, The Hague, Rotterdam, Utrecht, Eindhoven and Zwolle.

Help in buying a house, applying for a job and managing money

ABN AMRO employees offer both face-to-face and online training in job interview techniques and various financial workshops to those who need them. “Our focus areas range from buying a house to improving a person’s job prospects,” says Alenka Verschoor-Boon, project manager at Social Point Rotterdam. “We also use our expertise to raise awareness about personal finances and offer internship and training opportunities at the bank through Social Point.”

Exciting initiatives in Amsterdam

“Social Point started out as a pilot project organised by a few ABN AMRO employees in Amsterdam’s Zuidoost district,” explains Tim Romaniuk, Social Point programme manager. “The motivation was a social impact covenant drafted as part of the Zuidoost Master Plan outlining ABN AMRO’s commitment to developing talent and opportunities, as well as providing debt counselling in Amsterdam Zuidoost.

“Since then, multiple initiatives have been launched, including a home furnishing shop in collaboration with Rabobank and the municipality of Amsterdam and run by a group of young people from Zuidoost. We also support foundations by providing workshops and operational assistance. In this way, ABN AMRO staff can use their knowledge and expertise to make an impact on society. We’ve also learned a lot along the way about talent, diversity and entrepreneurship in the district. All the experience we’ve gained in Amsterdam has shown that we can use our knowledge to contribute to greater equality in our local communities. So we naturally wanted to apply that experience in other cities, too.”

A flying start in Rotterdam

Social Point is off to a flying start in Rotterdam. “We’re working hard here to build a network,” says Alenka. “Many of our colleagues are in contact with civil society organisations and initiators of innovative projects in various neighbourhoods for those who could use a little extra support. Examples include Sol, the Feyenoord Foundation and Thrives. Together with Sol, we’re exploring the possibility of establishing an education programme focusing on financial resilience. The enthusiasm of everyone involved is contagious. And we’re in touch with our colleagues in other cities, so we can all learn from one another.”

Keti Koti Table: an emotional experience

“It’s also about being in the right place at the right time,” Tim adds. “A recent example was the wreath-laying ceremony in Rotterdam on 1 July to acknowledge past links with slavery. Those attending very much appreciated the bank’s presence at the ceremony.”

ABN AMRO also hosted a Keti Koti Table in cooperation with the Stichting Keti Koti Tafel. For the second year in a row, participants came together to share a traditional meal, as well as their own personal experiences, memories and feelings about the current impact of the Netherlands’ past involvement in the slave trade. Alenka says, “The participants were pleasantly surprised that we took part. I don’t think they expected a bank to take an active role. But when you sit down and share your feelings, there’s a sense of openness and mutual understanding. It paves the way to real connection and meaningful conversations.”

First steps in Utrecht

The first projects are also in the pipeline in Utrecht, says Tim: “We’ve had many open and honest conversations with Utrecht-based entrepreneurs and young people from multicultural backgrounds about the challenges they face and the general lack of networking and strategic business opportunities. Together we’re asking ourselves, what’s the plan and what’s the next step? Meanwhile, we’re using our expertise, experience and networks by offering a mentorship in which we put our heads together with these entrepreneurs to assess the next phase.”

More connected

Alenka says Social Point’s work is valuable not only for the recipients, but also for her: “It gives me a warm feeling to do something good for the city of Rotterdam. We’re also seeing more and more colleagues embracing the project and asking how they can contribute. I’m glad ABN AMRO is making all this possible. I’ve grown as a person and learned more about the issues facing the community. Plus I’m more connected with the city where I love to live and work.”

Listening to the community

Every city has its own challenges, Alenka concludes: “Here in Rotterdam, many people are wary of government institutions and banks. So we’ve learned to listen to what’s resonating in the community and connect with existing programmes. In return, you get a better understanding around inclusion, diversity and entrepreneurship, and how we as an organisation and as individuals can leverage that more effectively.”