Aussie fintech bolsters executive team, adds marketing leader

Midwinter Financial Services brings on new head of brand and marketing as part of expansion plans

Fintech provider, Midwinter Financial Services, has brought on a new head of brand and marketing as part of a string of new executive hires designed to realise its growth plans.

Leni Vu joins the team as head of brand and marketing from 1 July, after working with NGS Super as marketing and communications manager. Prior to that, she was with Rest Superannuation. She told CMO the appointment is one of several new executive hires made by recently installed CEO, Jeff Hall, who joined in late February, alongside product manager, Ivon Gower; and business development manager, Peter Panigiris.

Further headcount is also expected to be brought on in sales, support and testing, all in the name of bolstering the company’s expansion strategy.

“We’ve realised more than ever, an urgent need in the market for innovative software solutions that take the delivery of advice to the next level,” Hall commented.

“With a focus on driving and growing the in-house marketing function, now is the perfect time to push our world-class solutions to a wider market who, at this moment, may not be so familiar with our solutions. We’re confident this will change as we continue to gain momentum and penetrate more of the market.”

Hall noted these plans include building out Midwinter’s external alliances. Midwinter was established in Australia in 2006 and offers a range of financial planning software packages to large banks, government institutions, superannuation funds and smaller independent practices, including its flagship products, AdviceOS and Digital Advice Solution. In May, the group acquired InvestmentLink, an Australian company supplying platform transaction data around financial planning clients.  

Vu, meanwhile, cited the importance of financial advice technology in light of consumer mistrust and negativity around the financial services sector.

“I’ve witness first-hand the benefits and value of trusted financial advice in helping people of all ages to achieve their financial goals and long-term financial security,” Vu said.

“Having the right technology and infrastructure in place is at the forefront of successfully delivering quality financial advice services. In the wake of the Royal Commission, under a climate of consumer doubt and tightening regulations for financial services providers, technology that helps drive greater compliance and efficiencies is key.”

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