Despite women making up 28% of the UK’s FinTech workforce, only 10% of board seats are occupied by females, reflecting a long history of being overlooked for leadership roles. However, a new wave of trailblazers is challenging these norms, reshaping the industry with expertise, innovation, and a commitment to inclusivity. These leaders are not just breaking barriers—they’re redefining what it means to command a team.
At the heart of this sea of change is Ronit Maor, CFO at Earnix. Having been working in the financial services world for over a quarter of a century, she has been breaking down barriers for women looking to make it in an industry which has long been plagued with a lack of diversity.
FinTech Global‘s Harry Slade sat down with Maor to discuss her experience swimming against the tide and learn how companies like Earnix are supporting change in the industry.
Breaking barriers
Maor began her time in the financial sector back in 1996. Back then she was even more of an anomaly than she is today, with the sector deemed by many to be an “old boy’s club”.
Knowing she would have to differentiate herself from her peers, the majority of which would be given a leg up over her for their masculinity, Maor built a reputation built on work rate, results, and market intelligence.
“Early in my career, I focused on building a strong foundation of knowledge and delivering consistent results,” she said. “Over time, this approach helped me earn the trust and respect of my colleagues. In my first role as CFO, I was under 30, and I had the privilege of working with a CEO who invested of the time and attention to ensure my success. His unwavering support, combined with my dedication, helped me pave my way forward as a CFO in a male-dominated sector.”
Through the lessons from her own experience, Maor believes that it is vital that she paves a way for women looking to follow in her footsteps and make it in this industry which has long shunned diversity.
This urge is set to see her proudly mentor women looking to continue knocking on the door in the financial services world.
She explained, “While I believe that expertise, dedication, and strategic vision are essential for success, I recognise that gender bias can still be a barrier for many women. That’s why I am committed to giving back by mentoring young women through initiatives like Woman2Woman. By fostering a more inclusive environment where diverse voices are heard and valued, we can drive innovation and success for all.”
Inside the role of CFO
The role of the CFO is evolving beyond its traditional focus on accounting and financial reporting.
Today, CFOs are expected to act as commercially savvy, strategic partners, collaborating closely with other C-suite executives to drive business growth and enhance profitability.
“It’s not just about managing budgets or overseeing financial statements. In today’s dynamic business environment, a CFO must be a strategic partner, deeply involved in shaping the company’s direction and driving long-term value,” explained Maor.
“At Earnix, my day typically involves a mix of strategic planning, financial oversight, and cross-departmental collaboration. I work closely with our CEO and leadership team to align our financial strategies with our business goals, particularly as we navigate the evolving landscape of AI and SaaS. This includes everything from assessing market opportunities, guiding pricing strategies, managing investor relations, to ensuring regulatory compliance.”
To excel in this expanded capacity, they must demonstrate exceptional communication, leadership, and interpersonal skills to effectively influence decision-making throughout the organisation.
Historically, those chosen to succeed in this domain are men who are showered with compliments such as confident, independent, energetic, focused, determined and decisive.
Meanwhile, women would be labelled with criticisms such as timid, co-dependent, gentle, distracted and indecisive.
Maor is one of many women who are changing this misconception, and when she was asked to give her thoughts on these old-fashioned viewpoints, she said, “The role of CFO is still occupied mostly by men, possibly due to the perception that the role can only be successfully performed by individuals who possess qualities such as power, intensity, and vigour, qualities that are traditionally perceived as “masculine.” As such, it is not easy to pave the way to the role as a female, especially when typically, also coupled with a male dominated management.
“However, I believe expertise, dedication and strategic vision transcend gender in establishing yourself in your career. I have also found that possessing qualities such as empathy and a high degree of emotional intelligence have positioned me well in my journey,” she explained.
This firmly makes Maor a part of the new breed of CFOs. As mentioned earlier, this is much more widespread, and the skills required are far more holistic than in yesteryear.
“Being part of the “new breed” of CFOs means embracing a role that is as much about strategic foresight as it is about financial stewardship,” she said.
“Unlike the traditional CFO who might focus primarily on cost management and financial reporting, today’s CFO must be a catalyst for change and innovation. For me, this means being proactive in identifying growth opportunities, leveraging data analytics to inform decision-making, and ensuring that our financial strategies are aligned with our broader business objectives. What differentiates this approach from my predecessors is the emphasis on agility and adaptability.”
Earnix’s impact on change
For the past seven years, Maor has held her current role of CFO at Earnix. But who exactly are they?
Earnix is an Israel-based tech firm which is shaping the future of insurance and banking by driving global transformation and innovation.
Today, they empower insurers and banks to meet rising customer expectations, as they look to enable these institutions to become integral, value-enhancing contributors to everyday life.
Maor explained, “Earnix stands out in the market because of our unique approach to integrating advanced analytics and AI into the insurance and banking sectors. Our platform offers solutions that enable our clients to deliver personalised pricing, product recommendations, and customer experiences at scale. What truly differentiates Earnix is our ability to combine real-time data processing with machine learning models that adapt to changing market conditions and customer behaviours. This agility allows our clients to not only stay competitive but also to anticipate and respond to shifts in the market with precision.”
For Maor, this is where she has found home, and where she is thoroughly rewarded for her years of dedicated industry-leading work.
Having honed her skills across various tech companies, navigating diverse markets and products. Each challenge sharpened her adaptability and reinforced her belief in the strategic power of finance.
At Earnix, she found a dynamic environment that perfectly matches her drive for innovation and change, describing it as “dynamic and rewarding”.
Looking ahead to the future, the firm is driving innovation in the insurance and banking industries by enhancing its platform with advanced AI and machine learning capabilities.
These efforts aim to improve predictive accuracy and foster more personalised customer interactions.
When asked about their plans for the future, Maor said, “We’re exploring the potential of generative AI and how it can be applied to create more dynamic and responsive solutions for our clients. We’re also committed to expanding our global footprint, bringing our cutting-edge technology to new markets. Looking ahead, we see a future where Earnix continues to lead the way in transforming how insurance and banking services are delivered, helping our clients stay competitive in an increasingly complex and digital world.”
But the future is also being fought far from a design team, with Earnix continuing to trail-blaze in the same way as Maor when it comes to inclusivity.
As per its Accessibility Statement, it is committed to fostering an inclusive environment that values diversity and ensures accessibility for all.
Earnix believes that diversity not only strengthens the organisation but also enriches society as a whole.
In alignment with this, Earnix is actively working to make its platforms and services accessible to everyone, including employees, service providers, customers, and web visitors with disabilities.
By prioritising usability, the company is taking specific steps to improve accessibility and promote disability inclusion, ensuring that all individuals can engage with their products and services effectively.
Maor remarked, “Companies will need to embrace a more holistic approach to value creation—one that considers not just financial performance but also social impact, sustainability, and inclusivity. Those that can successfully navigate these changes will be well-positioned for long-term success.”
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