Sarah Jones named new CEO of FinTech Wales

Daniel Bevan - Senior Journalist

Subscribe to the Businessin Wales daily newsletter for FREE here.

Cardiff-based industry body FinTech Wales has appointed Sarah Jones as its new Chief Executive Officer, marking a significant leadership change for the membership association that champions the Welsh fintech and financial services sector.

Her appointment was unveiled at FinTech Wales’ 100th event in Cardiff on 5 September, a milestone celebration attended by more than 100 members and partners. The gathering featured a fireside chat with Admiral Group Co-Founder Henry Engelhardt and CFC Group CEO Louise O’Shea, as well as a panel with fintech leaders including Richard Theo, Founder of FinTech Wales, and Mastercard’s Sam McQuirk.

Jones, who previously served as the organisation’s Chief Marketing Officer, first joined FinTech Wales in 2022 as Head of Marketing. She has played a key role in raising the profile of Welsh fintechs on the global stage and has more than 20 years’ experience in senior marketing roles across finance, tech, healthcare, education and other sectors.

On her new role, 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.”

Her appointment follows a period of momentum for the organisation, which recently welcomed Mastercard as its newest partner.

Sarah Williams-Gardener, Chair of FinTech Wales, said Jones’ deep knowledge of the ecosystem and strong track record made her the right choice to lead.

“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,” she said.

“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.”