As part of the partnership between Women Leading the Way and Money20/20 Middle East 2026, the Drofa Comms team is glad to share a new long-form article exploring one of the central questions facing this year’s event: how can the financial industry continue innovating while maintaining trust?
Taking place in Riyadh on 14–16 September 2026, Money20/20 Middle East will bring together regulators, banks, fintech companies, investors and technology leaders from throughout the global financial ecosystem. The event will also feature a strong presence of women leaders. Their work is influencing how financial products are built, governed and communicated.
Our new Women Leading the Way article brings several of these perspectives togethe. It examines trust as one of the conditions that determines if new financial technologies will gain lasting adoption or not.
Why Trust Matters at Money20/20 Middle East 2026
AI, embedded finance, digital assets and tokenisation are developing quickly, but user and institutional confidence does not always move at the same pace.
The article looks at what financial companies need to consider when introducing new technologies: transparency, consistent communication, responsible implementation and the ability to respond to the expectations of customers, regulators and partners.
As Drofa Comms Founder and CEO Valentina Drofa notes in the article, innovation can attract attention. Yet, long-term trust is built through everyday decisions, from what a company promises to how it responds during a crisis.
This makes trust part of the product itself rather than something addressed only after a new financial service enters the market.
Women Are Helping Shape the Future of Finance
Another central theme is the role women leaders are playing in finance, fintech and emerging markets.
The article features insights from Miranda Naidoo, Co-Founder and CEO of Scale, alongside perspectives from Valentina Drofa, Annabelle Mander, Executive Vice President at Tahaluf, and the Money20/20 team.
Their comments address several questions that will matter for the next stage of financial development. They include how companies translate complex technology into products people understand, how diverse perspectives strengthen decision-making, and why regulation and communication need to develop alongside innovation.
For Women Leading the Way, the partnership with Money20/20 Middle East creates another opportunity. It helps to bring these perspectives into a wider industry conversation and highlight the expertise of women helping shape the future of finance.
Read the full Women Leading the Way article for more insights ahead of Money20/20 Middle East 2026.
