The Forum Buzz: engaging with gen-z

Jasmine Butler Burnham

Marketing Manager

The Financial Services Forum

It’s been another busy week at The Forum.

On Tuesday, over 70 members registered to join Investment Week Editor, Lauren Mason, alongside Iona Bain, Founder of Young Money Blog, Janina Enrile, UX Writer at money management fintech Cleo, and Zoe Davies and Cicely King from Savanta, at our Engaging with Gen-Z webinar.

This event, focusing on how Gen-Z perceive financial services brands and engage with personal finance, uncovered some pretty surprising revelations. For example, we found out that Gen-Z are already investing in the stock market, using platforms with slick and user-friendly interfaces. We also uncovered the reasons why an influencer marketing strategy might not get the cut-through you’d expect with this cohort…

On Thursday, a group of senior Members joined a virtual roundtable workshop with Change Strategist and Author, Campbell Macpherson. We’ll be running more ‘camera on’ virtual roundtables in the coming months, so don’t forget to take a look at our April-June 2021 events on the website to see what’s planned for next quarter.

Finally, and without further ado, I’d like to introduce Alex, our new Editor, who has hit the ground running this week by speaking to members and getting to know the topics and trends you’d like to hear about. I know you will all make him feel welcome.


A note from our Editor, Alex Sword

It is a great pleasure to be able to introduce myself as the new editor of the Financial Services Forum.

I have joined the business at a really exciting time: my role will be to publish analysis, interview and case study pieces on this fast-moving industry to sit alongside our regular events. These will be published initially on the Resources page of the Knowledge Centre of the website, but eventually in their own dedicated section on our new website (set to be launched soon).

As part of this, I am trying to have as many conversations as possible to immerse myself in the industry, so if you have time for a quick chat over phone or a few thoughts to send via email please do get in touch at [email protected].

In particular, I am keen to find out what you are most interested in hearing about from us and what types of content you feel will best enhance the value of your membership. What format do you find most user-friendly – long-form pieces, short summaries or Q&As? Who should I be interviewing? What trends should I be focusing on?

Any suggestions or comments you have will feed into the content plan that we will be developing over the next few weeks.

I look forward to hearing from you!



Next week: Meet our 2020 Marketer of the Year, Raj Kumar, Group Brand and Reputation Director at Aviva

Join us on Tuesday afternoon from 1630 to 1730pm, when 2020 Marketer of the Year Raj Kumar will be in conversation with Adrian Barrick, Group Editorial Director at Incisive Media. Raj will be discussing his career highlights and challenges to date, as well as the opportunities that lie ahead for marketers in financial services.

This is an unmissable opportunity to hear from one of the most esteemed senior leaders in our community, and also a great way to round off a Tuesday afternoon!

Raj will also be presenting the keynote speech at our upcoming FS Martech 2021 digital conference on the 21 April, providing an overview of how technology is changing the marketing job role as we know it. If you haven’t done so already, put your name down to attend here.

I hope you have an excellent weekend, and will look forward to hopefully seeing you at the webinar with Raj next week.



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