FinTech Wales, the independent membership association for the fintech and financial services industry in Wales, has appointed Sarah Jones as its new chief executive officer. The appointment was formally revealed at the organisation’s 100th event in Cardiff on 5 September.
Jones previously served as the chief marketing officer for FinTech Wales, having first joined the organisation as head of marketing in 2022. With over 20 years of experience in senior marketing roles across sectors including finance, technology, and legal services, she has been focused on promoting the Welsh fintech ecosystem on a global stage. Jones also serves as an advisory panel member for Mastering Diversity.
Building on recent momentum
The appointment comes at a time of continued growth for FinTech Wales. In August, the organisation announced a new partnership with Mastercard, adding to its list of influential members. The association’s growth is also supported by a £1.6million, five-year investment from the Cardiff Capital Region (CCR), which was announced in 2022. The two organisations are working together with the stated goal of establishing Wales as a leading UK fintech hub.
The event where the announcement was made featured a fireside chat with Henry Engelhardt, co-founder of the Admiral Group, and Louise O’Shea, group chief executive officer at CFC.
On her appointment, Sarah Jones said: “It’s a privilege to step into the role of CEO of FinTech Wales and lead such a dynamic, ambitious community. FinTech Wales has already achieved so much in strengthening the ecosystem, and I’m excited to build on that foundation. My focus will be on supporting our members, championing innovation, and ensuring Wales is recognised globally as a thriving hub for financial technology.”
Growing the sector
Sarah Williams-Gardener, chair of FinTech Wales, added: “I’m delighted to welcome Sarah as CEO of FinTech Wales. Having been part of the FinTech Wales journey for several years, she understands our ecosystem and community inside out, which makes her uniquely placed to take us forward.”
Williams-Gardener continued: “Sarah has also been recognised across the ecosystem for her tireless work in championing Welsh fintechs, and I know she will bring that same energy and commitment into this new role. Her passion, vision and dedication will be instrumental as we continue to grow the sector, create opportunities for our members, and establish Wales as a leader in the global fintech landscape.”
FinTech Wales launched in 2019 to bring together startups, scale-ups, established financial services firms, and public sector partners to support the growth of fintech businesses in Wales. The organisation delivers programmes, convenes community events, and represents the Welsh fintech sector on both UK and global stages.
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