FinovateEurope returned to London last week, bringing together more than 1,000 senior-level attendees at the Intercontinental O2 for two days of fintech demos, panel discussions, and industry debate.
Artificial intelligence still dominated the agenda, but compared to last year’s event when the discussion was around possibility and potential, the focus has moved onto execution. The question is no longer what AI can do, but rather how it can be implemented responsibly, scaled effectively, and aligned with business objectives. The conversation felt more grounded and practical.
Beyond AI, which loomed large across the event, sessions covered modernisation, APIs, and customer experience, where a clear message emerged. Financial institutions are moving into a new phase of digital transformation that demands careful sequencing, stronger data foundations, a laser-like focus on the consumer, and a more practical approach to innovation.
AI moves from experimentation to accountability
Artificial intelligence featured in almost every session, but much of the discussion centred on how to translate AI into meaningful outcomes within the organisation.
Many institutions are already experimenting with AI in some capacity. The challenge now lies in adoption. Panels explored how organisations can encourage usage across teams, whether through internal training, peer champions, or embedding AI objectives into leadership goals.
There was also a cautionary undertone. Governance and oversight were recurring themes.Responsible implementation, internal testing of tools before wider rollout, and maintaining a human in the loop were widely emphasised. Lessons from cloud transformation efforts were referenced as a reminder of the additional risk of layering new technology onto legacy systems without proper sequencing.
AI is no longer an experiment, it’s becoming embedded - and that comes with accountability.
Hyper-personalisation becomes an infrastructure priority
Hyper-personalisation was another consistent theme. Delivering the right product to the right customer at the right time through the right platform was a common ambition.
These discussions extended beyond marketing. Achieving meaningful personalisation requires breadth of data, integration across APIs, and systems capable of connecting internal information with external platforms. APIs are increasingly viewed as strategic enablers within wider ecosystems rather than simple connectors.
Underlying much of this was a renewed emphasis on customer experience. In fact, when asked during a short Fintech Finance News interview to name the biggest buzzword of the event (excluding AI!) our London MD’s immediate response was “customer experience” - a reflections of how central it had become to the discussion.
As customer expectations continue to rise, institutions are being challenged to move beyond reactive service models. Anticipating customer needs may prove to be one of the defining differentiators in this next phase.
Modernisation requires sequencing and clarity
Modernisation also featured high on the agenda, but the tone was measured. Adopting enterprise fintech tools, AI, or cloud capabilities for their own sake is no longer enough.
The emphasis has shifted to sequencing decisions and aligning transformation efforts with defined business outcomes. Systems and operating models must evolve in parallel, with value delivered to customers throughout the process.
Clarity of purpose, and discipline in sticking to it, was repeatedly highlighted as critical to long-term success.
Who wins in a more mature fintech market?
When asked by Fintech Finance News who “wins” FinovateEurope, our London MD offered an unexpected answer - the world of PR is more important than ever.
Not because communications should overshadow innovation, but because as fintech moves into a more disciplined phase, the ability to articulate value clearly becomes a genuine competitive advantage.
As the conversation shifts from possibility to implementation, organisations must explain not only what they are building, but why it matters. In a market defined by rapid iteration and crowded propositions, execution without clarity risks invisibility.
FinovateEurope 2026 underscored that the industry is entering a phase defined by integration, oversight and measurable outcomes. In that environment, narrative is not the cherry on top of the innovation cake. It’s part of the infrastructure that allows innovation to gain trust, adoption and commercial traction.
Those who combine capability with credible, customer-focused storytelling will be best placed to shape what comes next.