Value proposition

As Special Advocate, H.M. Queen Máxima of the Netherlands is a leading global voice on advancing financial health.

H.M. Queen Máxima of the Netherlands was appointed the United Nations Secretary-General's Special Advocate for Financial Health (UNSGSA) by UN Secretary-General António Guterres during the 79th session of the UN General Assembly in 2024. The appointment marked the conclusion of Queen Máxima working in her previous capacity as the UN Secretary-General's Special Advocate for Inclusive Finance for Development from 2009-2024.

UNSGSA Queen Máxima’s financial health portfolio is an extension of her work on financial inclusion. Nearly 80% of adults worldwide now have access to at least a financial account or other financial services such as loans, savings, and insurance (Global Findex 2021). However, good access to formal financial services does not necessarily translate into financial health.

Queen Máxima works to empower people with suitable financial products and tools to enhance their financial health, protect against hardships, and promote a better future, while ensuring the financial system is safe, inclusive, and sustainable. A financial health approach focuses on enhancing outcomes by delivering customer-centered solutions, fostering a more inclusive and sustainable financial ecosystem that supports financial stability, resilience, and long-term prosperity for everyone.

global advocacy, financial inclusion, and economic empowerment