Turning Personal Challenges into Corporate Strengths

In the latest episode of FinTech’s DEI Discussions podcast, hosted by Nadia, Emma Steeley, CEO at Aro, shares her journey, insights, and actionable strategies that have shaped her impactful leadership in the financial technology sector. Harrington Starr, a FinTech recruitment business committed to promoting diversity, equity, and inclusion, seeks to elevate these conversations to inspire industry-wide change. This episode encapsulates why empathy, comprehensive policies, and continuous allyship are crucial in today’s workplace.

From Classical Dance to FinTech Leadership: A Unique Career Path

Emma Steeley’s career is anything but conventional. Initially trained as a classical dancer, Emma’s early professional experiences included entertaining roles such as appearing on The Generation Game. This background stands in stark contrast to her current position as a leader in the FinTech industry, but it exemplifies her adaptability and determination. Emma candidly shares how her journey into finance began with recruitment before transitioning into consumer finance in 2006. Her story underlines that successful leadership in FinTech often comes from diverse experiences, not traditional paths.

Emma’s entrance into the FinTech space was marked by co-founding AccountScore in 2016, an open banking business that streamlined data integration for lenders. AccountScore was a game-changer, simplifying a complex landscape for clients and demonstrating Emma’s ability to solve industry challenges effectively. The venture’s success culminated in its sale to Equifax in 2021, making Emma the first female CEO to sell an open banking company. Her legacy in this role exemplifies resilience and innovation, paving the way for her current tenure at Aro, formerly Freedom Finance, where she has led the company through transformative changes for over two years.

Embracing Change: The Rebranding and Cultural Shift at Aro

Emma’s time at Aro has been defined by significant growth and adaptation. Taking on the role of CEO, she spearheaded the company’s rebranding from Freedom Finance to Aro, aligning its strategy and workplace culture with a more inclusive vision. This rebranding was more than a name change; it reflected a deep commitment to nurturing an environment that supports diversity and belonging.

Emma highlights some of the key changes Aro implemented, including a two-week work-from-anywhere policy, the creation of a dedicated prayer room, and comprehensive support through a menopause policy. One of the most notable initiatives is the domestic abuse policy, which Emma discusses in detail. Each of these policies underscores Aro’s mission to foster a workplace where employees feel supported in every aspect of their lives, not just in their professional roles. This cultural evolution showcases Emma’s belief that genuine inclusion goes beyond compliance—it involves embedding empathy into every policy and interaction.

Personal Experiences Fueling Professional Impact

Emma’s dedication to inclusive policies is deeply personal. She opens up about her upbringing, where she and her mother faced domestic abuse, and how it shaped her understanding of resilience and empathy. This personal history has been a guiding force behind her determination to create workplaces that prioritise the well-being of employees. “You never really know what someone is going through,” Emma reflects, emphasising the hidden struggles that many face in silence.

It is this insight that drove her to champion a domestic abuse policy at Aro. Unlike standard policies that remain mere documents, Aro’s policy is designed to be both practical and emotionally supportive. Emma’s approach is holistic, ensuring that employees know they are not alone and can seek help without fear of stigma or repercussions. The policy’s open nature encourages other organisations to adopt and adapt it, fostering a culture of support that extends beyond Aro’s walls. Emma shares proudly that following her speech at the Women in Credit Conference, eight companies reached out to her to replicate the policy, demonstrating the far-reaching impact of her work.

The Power of Empathy in Leadership

Emma’s leadership philosophy is rooted in empathy and authenticity. During her conversation with Nadia, she reflects on her time in recruitment, where she first experienced the transformative power of helping individuals find roles that could change their lives. This early exposure instilled a passion for creating positive work environments. Now, as CEO, Emma’s goal is to make her team feel valued and supported as individuals, not just employees.

The cultural changes she has driven at Aro include fostering a sense of ownership and accountability among employees. Emma believes that when people understand their purpose within the company and feel that their contributions are acknowledged, they are more engaged and productive. This management approach emphasises that leadership isn’t just about strategy and oversight; it’s about leading by example and being actively involved with the team.

Emma’s time in FinTech startups taught her that true leadership means wearing multiple hats and being willing to work alongside her team. This “walk the talk” mentality not only sets a standard for her colleagues but also builds trust and transparency within the organisation. As she notes, it’s not about delegating tasks from a distance but showing up, contributing, and fostering an inclusive culture.

Gender Parity and the Challenge of Diversity

Despite the strides Aro has made, Emma acknowledges that there is still work to be done, particularly in achieving gender parity at the executive level. She shares that while 49% of Aro’s workforce is composed of women and senior management includes significant female representation, only two out of six members on the executive committee are women. This reality doesn’t deter Emma; instead, it fuels her commitment to promoting awareness and allyship among her leadership team.

Emma is candid about her reflections on this aspect of leadership. “I could criticise myself for that,” she admits, but quickly adds that what matters most is the strength and awareness of her team. The male members of her executive team are described as “active allies,” individuals who understand their role in fostering diversity and inclusion both in the workplace and beyond. This advocacy extends to their families, with these leaders bringing lessons home to their wives and daughters—a ripple effect that encourages broader societal change.

Policies into Practice: Creating Real Workplace Change

Emma and Nadia’s discussion underscores that effective workplace policies must move from paper to practice. Emma articulates that creating fair workplaces is not solely about having policies in place but fostering an environment where those policies are integrated into daily operations. She emphasises that this involves training, open dialogue, and genuine engagement so that employees feel empowered to share their experiences and perspectives without fear.

A significant portion of Emma’s work at Aro has involved ensuring that inclusive policies are actionable and resonate with employees. For example, the menopause policy and the work-from-anywhere initiative are designed to support employees at different stages of their lives, addressing practical needs while reinforcing a culture of understanding. Emma’s commitment to these initiatives is driven by her belief that workplaces should reflect the realities of the people who work there, adapting to provide comprehensive support.

Active Allyship and Its Importance

One of the standout themes of the podcast is the concept of active allyship. Emma stresses that acknowledging diversity is not enough; it requires active participation and advocacy from all members of an organisation. Allyship, as she describes it, involves taking responsibility to uplift and support colleagues, creating an environment where people can bring their authentic selves to work.

This principle aligns with Emma’s belief that inclusion is a continuous journey. It’s not a one-time initiative but an ongoing commitment to nurturing a workplace where differences are celebrated and everyone feels empowered. She encourages listeners to engage in conversations about diversity, equity, and inclusion at all levels, fostering a culture where these topics become part of everyday dialogue.

Emma’s closing thoughts on allyship echo a call to action: inclusion must translate into visible, meaningful support. When leaders and employees alike become advocates for each other, it creates a culture of belonging that boosts morale and productivity. This, in Emma’s words, is how you create real impact—a workplace where individuals thrive not just as employees but as people.

A Call to Action for Greater Inclusion

As the conversation nears its end, Nadia poses a question that encapsulates the essence of FinTech’s DEI Discussions: “What do you want listeners to do more of to drive better workplace inclusion?” Emma’s response is both practical and inspiring. She calls for a greater commitment to understanding and celebrating differences, not just through policies but through everyday actions.

Emma reiterates that creating an inclusive workplace means encouraging open conversations and fostering an environment where employees feel they can share their unique experiences without fear. This open communication builds a sense of community, where diverse perspectives are valued and contribute to the collective success of the organisation.

She also advocates for initiatives that promote active allyship, urging everyone to take responsibility for supporting their colleagues. Inclusion, she insists, is a shared effort. When individuals take ownership of their role in fostering a supportive culture, it leads to a workplace where everyone feels they belong. Emma’s favorite word, “impact,” captures this sentiment perfectly: real change happens when empathy and advocacy translate into meaningful action.

Building a Workplace That Empowers

Emma’s journey from a non-traditional start to leading Aro as CEO is a testament to resilience, empathy, and action-oriented leadership. Her work in rebranding Aro, implementing inclusive policies, and fostering a culture of allyship reflects her deep commitment to creating a workplace where people feel supported and valued. For Harrington Starr, as a FinTech recruitment business, these insights are invaluable for fostering an industry that prioritises diversity and inclusion.

This episode of FinTech’s DEI Discussions is a powerful reminder of what it means to truly “walk the talk.” Emma Steeley’s leadership sets a benchmark for empathy-driven, inclusive workplaces where employees are seen, heard, and empowered to bring their best selves to work.