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Since the Global Financial Crisis, a surge of interest in the use of finance as a tool to address social and economic problems suggests the potential for a generational shift in how the finance industry operates and is perceived. In Seeking Virtue in Finance: Contributing to Society in a Conflicted Industry (Cambridge University Press), J.C. de Swaan seeks to improve finance from within and help restore its focus on serving society by suggesting a framework for acting virtuously in finance and shining a light on inspiring individuals in the industry. In doing so, he challenges traditional concepts of success in the industry. This will also engage readers outside of finance who are concerned about the industry's impact on society.

JC de Swaan is a lecturer in the economics department at Princeton University, where he is affiliated with the Bendheim Center for Finance, and a partner at Cornwall Capital, a New York-based investment fund. At Princeton, he teaches courses on ethics in finance and on Asian economies and capital markets.  He also teaches at the University of Cambridge and is a member of the Council on Foreign Relations.