Connecting People, Creating Opportunity: Sarah Jones on the Future of FinTech Wales

What does it take to lead with kindness, build powerful connections and create opportunities for others?

Those are just some of the themes explored by our CEO, Sarah Jones, in the latest episode of Walking the Talk, as she joins host Robert Lloyd Griffiths for a walk through the Welsh countryside and a conversation about leadership, collaboration, innovation and the future of FinTech in Wales.

It’s a conversation that feels particularly close to home for us at FinTech Wales. Sarah reflects not only on the experiences that have shaped her as a leader, but on the people, businesses and connections that make Wales’ FinTech ecosystem what it is today – and the opportunity we have to keep building on that together.

Leading with kindness

Sarah’s career has taken her from psychology through PR, marketing and communications, and ultimately to her role today as CEO of FinTech Wales.

During the walk, she shares some of the lessons she has picked up along the way: the importance of trust, the strength that comes from surrounding yourself with brilliant people, and why being a leader doesn’t mean you need to be the smartest person in the room or have every answer.

At the heart of that approach is something simple but powerful: kindness.

Sarah talks about why kindness should never be mistaken for weakness and why authentic, people-centred leadership matters. It’s an approach built around trusting people, empowering them to do what they do best and creating an environment where people can thrive.

Something special about Wales

Of course, no conversation with Sarah about FinTech would be complete without talking about Wales.

The episode explores the growth of Wales’ FinTech community and, in particular, the spirit of collaboration that exists between the people and organisations within it.

Sarah discusses the role we play at FinTech Wales in bringing that ecosystem together – connecting organisations, talent and investment, supporting businesses and startups, and helping develop the skills and talent that will shape the future of our industry.

But the conversation goes beyond FinTech alone. Sarah reflects on the way Welsh businesses support one another and the willingness she sees across the community to make introductions, share opportunities and collaborate.

It’s that ability to bring people together that Sarah believes makes Wales particularly special.

A walk that brought things full circle

There’s also a lovely moment during the episode when the walk itself brings Sarah back to an important point in her own journey.

Returning to Cribarth, Sarah realises she is walking through the same place where, during a previous FinTech Wales netwalking event with Call of the Wild, she first began to believe that becoming CEO of FinTech Wales was something she could do.

“I think I can do it.”

It’s a small moment in the conversation, but one that says a great deal about Sarah’s journey – from her career in marketing and communications to taking on the leadership of an organisation and community she cares deeply about.

Looking ahead: talent, innovation and opportunity

The conversation also looks firmly to the future.

Sarah and Robert discuss skills and talent, investment and funding, AI and the changing world of work, as well as the importance of remaining agile and open to innovation.

For Sarah, that future is also about making sure opportunity reaches the next generation.

The episode explores the importance of developing early talent and creating opportunities for more people to build careers and businesses in Wales. Sarah also discusses diversity and inclusion and shares the story behind the She Who movement, including its focus on creating opportunities for women in leadership.

From Wales’ industrial heritage to its growing digital economy, the conversation is a reminder of how much has already changed – and how much opportunity still lies ahead.

“We’re only just beginning”

Perhaps the best summary of the conversation comes towards the end of the walk.

After reflecting on the growth of FinTech Wales, the strength of the community around us and what could come next, Sarah sums up her outlook for Wales’ FinTech ecosystem in four words:

“We’re only just beginning.”

It’s a sentiment we’re very happy to get behind.

Walking the Talk is hosted by Robert Lloyd Griffiths and created and produced by Call of the Wild, taking conversations about leadership out of the boardroom and into the outdoors to explore the experiences, challenges and lessons that shape leaders and their approach to business.

Watch Sarah’s full episode of Walking the Talk on YouTube.

You can also find out more about Call of the Wild.