Money 20/20: Europe’s largest FinTech conference

There’s no better way to connect with prospective and existing clients, partners, and friends across the sectors we specialise in than to meet face-to-face, grab a coffee, and catch up. That said, we’re very selective about which conferences we attend. Being a certified B Corp, we’re conscious of our carbon footprint when we travel and attend off-site events.

Working with clients in the financial services sector, I recently attended Money 20/20, Europe’s largest FinTech conference for banks, payments, tech, startups, retail, policy, and service providers. This, was a first-class trade show. The access to insights, innovations and the opportunity to forge business relationships were massive.

To set the scene, the expansive open halls of Amsterdam’s RAI Convention Centre were transformed with a botanical theme, with gardens of trees, vines, and plants framing the stages and breathing life into the social areas. And the cherry on top? An outdoor beach club by the lake!

Food halls, snack shops, coffee stations, and dedicated networking areas made the venue feel incredibly welcoming to explore. The same can be said for the range of booths displayed by each of the hundreds of exhibitors, all aiming to represent their brand and catch the eye in a competitive environment with limited space. At Rationale, we have a special appreciation for experiential storytelling as we often design exhibition booths for our clients ahead of their own trade shows and events.

A focus on the social side of “doing business” is also one of Money 20/20’s trademarks, and this was clear from the onsite Beach Club to the carnival atmosphere of “Bar Street” on the opening evening, celebrity DJs on day 2, and the good old-fashioned networking sessions.

Alongside the setting and social architecture, the sessions, speakers and organic conversations throughout the three days were reflective of the challenges and opportunities that fintech and financial services brands face today.

AI was, unsurprisingly, one of the most talked-about topics. But it was refreshing how grounded the discussions were. This wasn’t about people claiming to be experts in AI with promises of revolutionary change; it was about practical implementation. It was about streamlining back-office operations, improving customer journeys, and surfacing better insights from data. The focus was on how AI is actually being used, not just what it could one day become.

Amid the talk of automation and innovation, another theme emerged: technology alone is not enough to satisfy every customer journey, or every B2B or B2C relationship. Many of the most compelling speakers returned to a central idea: the human element in financial services is still irreplaceable, especially when building brand loyalty and knowing exactly which problems to solve with tech. Trust, empathy, personalisation, and meaningful customer relationships can’t be fully automated. I picked up a sense that the industry’s long-term success depended on striking the right balance between digital transformation and human connection, and that, would be the differentiator.

Day two solidified these themes and introduced another front-of-mind topic: the growing role of cryptocurrency and digital assets in the financial ecosystem. What felt different this year was the shift from theory to action. We’re now seeing traditional financial institutions actively exploring ways to incorporate crypto into their existing products and services, whether through investment platforms, payment infrastructure, or cross-platform transactions. The conversations have moved beyond speculative interest into genuine exploration and experimentation, no doubt driven by digital-first organisations proudly representing themselves at the show.

Integrating emerging technologies into conventional systems isn’t without complexity however. For legacy institutions, it’s a question of evolution without erosion. How do we innovate without losing sight of brand heritage, core values, and established customer expectations? For newer entrants into the space, the challenges are different but just as nuanced, namely building brand trust and lasting customer loyalty (and therefore market share) in a fast-moving, often incentive-driven landscape.

What stood out most from these discussions was a shared concern, regardless of size or specialty, around how to stay relevant, build trust, and communicate with clarity. Whether you’re a heritage bank or a digital-native fintech, the brief is the same: connect meaningfully with your audience, deliver on your promise, and grow without losing who you are.

At Rationale, these are the kinds of challenges we work with our clients to navigate, which is why Money 20/20 felt like a timely and energising event to be part of. It provided a welcome reminder that while technologies change, the need for clarity, creativity and purpose remains constant. And it’s in helping brands stay true to those fundamentals, while moving confidently into the future, that we do our best work.