FinTech Wales is the independent membership body representing Wales’ fast growing fintech community, supporting early-stage startups to global brands in their pursuit of success in Wales. Sarah Jones has been central to raising the visibility of Welsh fintechs and giving the ecosystem a stronger collective voice – first as Head of Marketing, then CMO, and since 2025 as Chief Executive.
Bringing more than 20 years’ experience in strategic marketing across finance, tech and professional services, Sarah has led campaigns, events and international missions that position Wales as “a thriving hub for financial technology”. On her recent CEO appointment, she said: “My focus will be on supporting our members, championing innovation, and ensuring Wales is recognised globally as a thriving hub for financial technology” a commitment clearly reflected in FinTech Wales’ accelerators, skills initiatives and global partnerships.
Under Sarah’s leadership FinTech Wales offers a clear front door into the ecosystem: a place to understand the landscape, meet high potential firms and plug into specialist support. Her work to champion diversity and inclusion in fintech also signals a community that is serious about building sustainable, globally competitive businesses rooted in Welsh talent and values.
