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In recent years, there has been growing interest in policies that offer financial incentives to political parties to nominate women. Under what circumstances do political parties agree to adopt financial incentives for women's representation? In this paper, we present a feminist historical institutionalist case study of the adoption of a financial incentives law in the Canadian province of New Brunswick in 2017. We draw on a combination of one author's (Everitt's) direct personal experience advocating for financial incentives and one author's (Albaugh's) interviews with party insiders, policymakers and actors within feminist organizations. These results have implications for efforts to adopt financial incentives in other jurisdictions and for the ability of political scientists to effect policy changes.