FinTech Wales, the independent membership association and champion of the fintech and financial services industry in Wales, has announced the appointment of Sarah Jones as its new Chief Executive Officer.

Jones’ appointment was formally revealed at FinTech Wales’ 100th Event – Celebrating Our Community on Friday 5 September in Cardiff. The milestone gathering, with over 100 attendees, featured a lively fireside chat with Henry Engelhardt, Co-Founder of the Admiral Group, and Louise O’Shea, Group CEO at CFC, plus an inspiring panel with Richard Theo, Founder of FinTech Wales, Zero Bank, Active Quote, Wealthify, and Sam McQuirk, Fintech Business Development Director at Mastercard, and hosted by long-standing board member and Founder of Illustrate Digital, Scott Jones.

In recent months, FinTech Wales has continued to strengthen the ecosystem through new partnerships and initiatives, including welcoming Mastercard as its newest partner in August; further signalling the organisation’s momentum and growing influence.

Prior to taking on the role of CEO, Sarah Jones was Chief Marketing Officer at FinTech Wales, having first joined the organisation as Head of Marketing in 2022. She has been instrumental in raising the profile of Welsh fintechs and strengthening the community’s voice on a global stage. With over 20 years of experience in senior marketing roles across multiple sectors - including finance, tech, IT, legal, HR, healthcare, education, and many more - she has consistently pursued her mission of promoting Wales to the world. She also contributes her expertise as an Advisory Panel Member for Mastering Diversity.

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.”

Sarah Williams-Gardener, Chair of FinTech Wales, said: “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.

“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.”