Name: Alex King ACA
Job Title & Company: Founder & CEO, Generation Money
Social: LinkedIn: https://www.linkedin.com/in/alexander-jking/
Instagram: @generationmoneyofficial
TikTok: @moneywithkingy
Website: generationmoney.co.uk
What attracted you to becoming a judge for the Financial Promoter Awards 2026?
I spent ten years at Barclays before building a personal finance brand from scratch, so I can see this wider industry from both ends. Marketing in the finance industry changes rapidly and I’ve learnt that quality and credibility are key to successful brand building.
Judging is a chance to reward the marketers who understand the product properly and can still make others care about it.
Why are programmes like the FP awards important for the industry?
Financial services marketing usually gets judged on activity, such as campaigns delivered, leads generated, client engagement and reports published.
Awards are one of the moments the industry stops and looks at quality and innovation instead, and helps teams to benchmark against peers.
What excites you most about judging this year’s awards?
Seeing how teams are handling and implementing AI in practice. Everyone says they’re using it but not many are able to demonstrate real, objective value from it.
What separates a good entry from a great entry?
Quantifiable evidence helps anchor a great entry. A good entry describes what was done, and often reads well.
A great entry proves what changed against the prior year or versus competitors. Being able to attach a quantified return on investment goes beyond the basics of simply delivering campaigns.
What role does creativity play in financial services marketing?
Creativity can be the key to getting a complicated, boring-but-important idea into someone’s head before they lose interest and whilst still staying compliant with the regulations.
Creating novel ways of communicating with clients can often become the benchmark for the future.
If you could give entrants once piece of advice what would it be?
Write your results section first, with numbers. If you can’t quantify outcomes or return on investment, your story can get lost amongst your peers. Going beyond the narrative and being explicit in how you delivered tangible outcomes make you stand out.
What does the future of financial services marketing look like to you?
Distribution shifts to people and formats rather than brands, reports and brochures.
We’ll see more named experts on camera and in front of audiences, and the more innovative firms will (some already have) start using AI to enhance this, too.
Finally, what’s one word you hope describes this year’s winners?
Provable.
Are you a judge or a sponsor and would like to get involved?
Please email Megan McCabe, Marketing Manager, at megan.mccabe@rhoticmedia.com.