Sarah Jones - Chief Executive Officer, FinTech Wales
Sarah Jones is the Chief Executive Officer at FinTech Wales. She joined the organisation in 2022 as Head of Marketing, later became Chief Marketing Officer, and was appointed CEO in 2025.
Bringing over 25 years of award-winning marketing experience across a wide range of sectors — including finance, tech, legal, HR, healthcare, and education — Sarah is known for her strategic vision and collaborative approach. She has been a driving force in raising the profile of Welsh fintechs and giving Wales’ fintech community a stronger voice on the global stage.
Passionate about championing innovation and growth within Wales’ fintech and financial services ecosystem, Sarah also contributes her expertise beyond FinTech Wales. She sits on the Advisory Panel for Mastering Diversity and is committed to creating opportunities that empower people and businesses to thrive.
As CEO, she is focused on supporting members, fostering inclusive growth, and ensuring Wales is recognised internationally as a leading hub for financial technology.
Sarah Jones - Chief Executive Officer, FinTech Wales
