Sophie Ainsworth recognised in Financial Reporter 30 Under 30 list

This new list celebrates 30 rising stars under the age of 30 across the mortgage and financial services industry. The expert judging panel, made up of established industry leaders, were asked to take into account entrants’ impact, innovation, leadership potential, and industry contribution so far. Sophie impressed the judges enough to make the cut from hundreds of entries – and it’s easy to see why!

Transforming mortgage data for the industry

Sophie’s work in transforming how mortgage feedback is understood clearly stood out. She’s helped turn thousands of customer and broker experiences into clear, meaningful insight that lenders can use to better understand the people they serve.

These insights now sit at the heart of our Mortgage Lender Benchmark, bespoke client work, and our soon to be launched interactive dashboards – giving companies more confident understanding of where they’re performing well and where they can improve.

For our clients, this means being able to act on real experiences, and ultimately make decisions that genuinely benefit customers.

Making mortgage scores fairer and more transparent

Sophie has also helped shape the way performance is measured across the sector, ensuring that rankings and awards truly reflect customer experience.

This work supports our three industry-leading awards, and plays an important role in helping the industry stay honest and accountable.

Keeping review data trusted and reliable

Sophie is passionate about ensuring that data can be relied on. She’s enhanced the processes that keep reviews genuine and meaningful, making sure our insights reflect real experiences and real voices.

For clients, this means confidence. Confidence that what they’re seeing is accurate. Confidence that they’re responding to the right things. And confidence that decisions can be made with genuine clarity, not guesswork.

Thoroughly deserved recognition

Sophie’s career journey is equally impressive. After graduating top of her class in Criminology with Quantitative Methods, she’s not been afraid to step into different roles and industries. Eventually, she moved into data because she saw the difference it could make, joining Smart Money People in 2023.

Ultimately, she brings skill to everything she does. Her work is already helping lenders improve services, brokers understand their clients better, and consumers make more confident financial choices.

Congratulations, Sophie – we’re lucky to have you!

See the full 30 Under 30 list here.