Challenging thinking, thinking like a challenger.

We believe that better marketing in financial services is not only better for the business, but better for the consumer also.

About The Financial Services Forum

We help our members to challenge thinking in financial services marketing - and think like a challenger, too.

We do this by providing fresh ideas and expert insights, through a mix of events, case studies, networking and online resources.

In March 2019, The Financial Services Forum was acquired by Incisive Media, an award winning B2B media and events business who provide analyst-grade insight and business intelligence, with access to specialist networks of business professionals around the globe.

By becoming part of a leading B2B media and events business, the acquisition gave The Forum access to a rich set of resources to enhance the member experience and develop new ideas that complement and strengthen the member offering.

We believe that better marketing in financial services is not only better for the business, but better for the consumer also. This important purpose is echoed by our 2.9k-strong community, driving us to collectively strive for both innovation and effectiveness in our campaigns and strategy.

Our History

20 years ago, a handful of senior financial services executives met informally, to share ideas and knowledge with their industry peers.

They talked about the sector, their business and how all concerned could benefit significantly from optimising their individual and corporate marketing effectiveness.

Fast forward to 2023, and our community has undergone a significant evolution. In over two decades, our members have navigated a financial crash, changes to regulation, Brexit, a rapidly moving tech landscape, and a pandemic to boot.

Forum Members are not only passionate about exceptional marketing and driving sales and revenue, but being the voice of the customer within their organisations. We can’t wait to see what they’ll do in the next twenty years – and we’ll continue to be here to support them on their journey.

Team and Advisory Board

David Cowan

Managing Director

Alex Sword


Jasmine Burnham

Marketing Manager

Jasjit Sandhu

Subscriptions Manager

Rubin Zajsi

Membership and Business Development

Gill Excell

Event Manager

Tom Williams

Event Content Producer

Zara Mughal

Senior Marketing Executive

Keith Carby

CEO, CAERUS Capital Group

Mark Evans

Managing Director, Marketing and Digital, Direct Line Group

Alastair Pegg

Group Marketing Director, McCarthy Stone

Jo Parker

Group CEO, VCCP Business

Our members

"I’ve been a member of the Financial Services Forum for over a decade.
Throughout the years I have heard from many interesting and inspiring speakers at events, networked and shared thoughts and views with those in similar roles and had access to valuable content on the website.
I’d recommend to Financial Services marketers at every stage of their careers."

Head of Marketing, EFG Harris Allday

"I find all my interactions with The Financial Services Forum valuable and over the years have gained great insights and learning which is easily translated into my business and personal life.
Even as a seasoned marketing professional I learn something new from each event or forum and encourage you to make the time to get involved."

Director of Marketing and Communications (Interim), Now: Pensions

"Success in a modern career is about learning fast and continually changing – and one of the best ways to do this is to listen and debate things with our peers.
For years the Financial Services Forum has provided to the best thinking in the industry in an often convivial and supportive environment.
If you work in marketing services in the fintech and financial services sector, you’d be crazy not to be a member."

Tony Langham, Chief Executive and Co-Founder, Lansons

"Great event and brilliant concept of getting mid-level and future CMO's together in one space"

Marketing Manager,

"A good diverse range of subjects and engaging speakers"


Our corporate partners