Twenty7tec’s Chief Revenue Officer, Kate Buckley, joined industry leaders at Financial Promoter Live in London to explore how technology is reshaping marketing strategies across financial services. The conversation between Buckley, Marie Hanes from Inbound FinTech and Dan Irwin from now: pensions led onto a discussion of AI, integrated systems and the future of marketeers in the financial space.
Speaking on the panel, “Embracing tech to signpost strategies”, Buckley shared how integrated systems, data analytics and AI are enabling more scalable, compliant and effective marketing in increasingly complex B2B environments.
Drawing on Twenty7tec’s position at the centre of the mortgage and wealth technology ecosystem, Buckley highlighted the importance of connected technology over standalone tools. She emphasised that the real value lies not in individual platforms, but in how systems work together to create a seamless flow of data across the customer journey.
Buckley also outlined how Twenty7tec uses a combination of CRM, marketing automation and AI-enabled tools to support lead management, segmentation and campaign performance, while maintaining a strong focus on data quality and governance.
A key theme of the discussion was the role of AI as an enabler rather than a replacement. Buckley reinforced that while AI can significantly improve efficiency and support content creation, human oversight remains essential, particularly in regulated sectors such as financial services.
She also pointed to the growing importance of data-driven insight in shaping marketing strategies. Through platforms like INSIGHT Pro, lenders and providers can better understand market trends, identify emerging opportunities and deliver more targeted, timely engagement.
The session explored the increasing need for robust data governance and compliance frameworks, particularly as firms look to embed AI more deeply into their processes. Panellists agreed that transparency, accountability and integration will be critical as the industry continues to evolve.
Buckley’s contribution reflects Twenty7tec’s continued focus on developing technology that not only improves efficiency, but also enables smarter, more informed decision-making across the financial services landscape.
