Tech Exec 20 Belinda Finch

BELINDA FINCH LEADINGTHEWAYINTECH ANDBEYOND BELINDA FINCH, THE CHIEF INFORMATION OFFICER (CIO) AT IFS, IS A FORCE TO BE RECKONED WITH IN THE WORLD OF TECHNOLOGY LEADERSHIP.

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With a diverse background spanning consulting, telecommunications, and digital transformation, Belinda brings a unique perspective to her role at IFS. In this exclusive interview with Tech-Exec magazine, she shares insights into her journey, the evolving landscape of technology, and her passion for promoting diversity and innovation in the industry.

“My path to CIO has been quite an interesting one and is very non-traditional, although I think the path that I took is becoming more traditional now.”

Belinda’s career trajectory is nothing short of remarkable. Born and raised in Cardiff, Wales, she defied expectations from an early age. “I was always drawn to technology,” she recalls, “even when it wasn’t the norm for girls.” Despite initial resistance, Belinda pursued her passion, blazing a trail in a field traditionally dominated by men. “I was one of four pupils who did the first-ever A-level Computer Science in Welsh,” she proudly shares. This early experience set the stage for a career marked by innovation and boundary-pushing.

After completing her education, Belinda embarked on a journey that would take her through some of the most prominent firms in the tech and telco industry. From KPMG to Accenture, and later Vodafone and Three, she honed her consulting, digital transformation, and leadership skills. Each role provided invaluable lessons and insights, shaping her into the seasoned executive she is today.

“At the heart of my approach is the balance between understanding technology and the business side,” Belinda explains. “It’s about bridging the gap and ensuring alignment between the two.”

Belinda’s role as CIO at IFS is multifaceted. She oversees the company’s IT operations, drives digital transformation initiatives, and fosters a culture of innovation. “We’re predicting big growth, so we need to scale up in the right areas,” she emphasises. With a focus on leveraging emerging technologies like AI to enhance productivity and customer experiences, Belinda is at the forefront of IFS’s strategic initiatives.

But Belinda’s impact extends beyond the boardroom. A devoted advocate for diversity and inclusion, she is passionate about promoting women in STEM fields. “We are lightyears ahead of where we used to be. In the late nineties, I was the only female graduate in the IT department I joined. To me, they all seemed middle-aged. They all wore sandals and woolly jumpers. And it’s just not like that anymore. We do have very equal opportunities for women.”

“The problem, as I see it, is getting girls interested in STEM. And it is still a problem, and I can see that with my own daughter. She’s 13. She’s got two CIOs as parents. She should be really excited about IT and computer science, and she can’t think of anything worse.”

“She’s choosing her GCSEs now, and she’s adamant she will not do IT at GCSE because only the boys will choose it. This is where our problem lies, she reflects. It’s not when we enter the workforce as there is a lot more equal opportunity; it begins so much earlier than that.”

Her advocacy extends to addressing what she perceives as the root causes of gender disparities, starting with early education. “We need to make technology more appealing to girls from a young age,” she asserts, highlighting the need for a holistic approach to STEM education.”

Belinda offers sage advice for aspiring women in technology: “Don’t be put off by thinking it’s a male-dominated environment. There are amazing opportunities for women in tech.” She underscores the importance of authenticity and collaboration in navigating career paths, urging women to embrace their strengths and seek support when needed.”

“There are many amazing women in technology. There are awesome female leaders at all levels. The more women who enter the technology industry, the more chance we have to ensure we keep it this way.”

“And there are so many careers that you can have in STEM”, she continues, “and it doesn’t have to be your traditional computer programming. I mean, you can be a customer experience designer, or you can be a product development expert designing the newest technology, games, and trends. You can jump into artificial intelligence. I mean, we all know that that’s going to absolutely skyrocket over the next few years.

“We massively celebrate diversity at IFS and accept that there are different perspectives in the world. As a truly international company serving customers throughout the globe, we realise our success is tantamount to respect for those with different points of view.”

And it’s working in technology to make the world a better place. It’s all about technology these days, and it’s just incredibly exciting.

We just need to get those girls interested in it.”

Looking ahead, Belinda envisions a future where technology continues to shape industries and experiences. From AI-driven personalisation to sustainability initiatives, she sees immense potential for innovation.

“AI is one of those massive technologies that are going to help in every single area, she muses. “We’ve got a big risk with AI, especially in education. I would love to have been able to use ChatGPT when I was in education. That would be amazing. But of course, there’s a risk of plagiarism that we can’t ignore, so we need to integrate it into the curriculum. There’s no other way of doing it. We can’t fight against it.”

And what about IFS and their customers?

What does the future hold there, we ask. “We’ve got massive opportunities in 2024 and beyond, “ says Belinda. “From an IFS point of view, we are forecasting 30% growth this year, so the demand for our customer solutions will increase.”

“Customers want AI embedded into their tools as standard. They are going to expect it. And it needs to be included in all software tools. Luckily, we’ve done that already in IFS. ai and expect them to be much more efficient and deploy these resources more smartly. So predictably, the number one thing for the future is AI.”

“We expect machine learning to continue to show more promise and more use cases. And as our economic conditions start to improve and we see more investment in tech, we will start to see more uses of this.”

She adds that “ESG and sustainability are another huge focus point, and there’s a renewed focus on this topic based on new regulations and reporting.”

“There are new reporting requirements, and we must be able to measure our ESG impact. So, all businesses are looking for what data they can get on sustainability.”

“What customers are doing now is less of a tick box exercise, which is what it used to be, but it’s now about getting the data and whether it could be used advantageously. Can I be using it for growth, efficiency and development, and not just using the data to tick a box on a report?” She asks herself.

“The other one is cybersecurity, she continues. She highlights another key trend she predicts will be at the precipice of change. “This becomes ever more increasingly important as there are more sophisticated ways terrorists in this world are trying to get into other people’s systems. In our lifetime, we will see a mass cyber-attack worldwide, and it will be a generational disaster.”

This prediction is all rather solemn, but we cannot help but agree.

“Cybersecurity is going to be the only thing on people’s minds. For those of us responsible for cyber security, it is the one thing that keeps you awake at night. The more we investigate it, and the more companies invest on cybersecurity, the better.”

So how does that happen, and what suggestions does Belinda have for the plethora of CIOs and CISOs out there struggling with their insomnia?

“We need to transform to secure, and that needs to be a more prominent driver for change. So, instead of just cost reduction or great customer experience or whatever the reason you want to change, being more secure will end up on the top of the list.”

The thoughts and ideas continue at a rate of knots, her mind clearly overflowing with all of the latest tech trends that businesses have had to contend with over the past 18 months.

“The metaverse, she says. I used to be quite excited about this. Now, I don’t really get it, so it’s been shoved way down my list of things to be excited about. I think it’s just a very niche area, and it’s cool for people who think it’s cool. My 13-year-old, who seems to be interested in everything that’s cool now, is not interested in metaverse at all, and I’d expect it

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to be coming out in that generation.” And lastly, quantum computing?

“Honestly, it’s so hard to understand, she smiles. I think that we are more constrained by the lack of data as opposed to the lack of firepower. But perhaps it’s just because I’m not clever enough to understand it”. We doubt that very much.

Eventually, we move away from the boardroom and on to the topics that really ignite her passions. Belinda finds inspiration in fashion as well as technology, and beyond the confines of the boardroom, her imagination lights up at the possibility of bringing her two loves together.

She perceives the fashion industry not merely as an established entity but as a fertile ground awaiting disruption and reinvention. Envisioning a landscape where technology serves as a catalyst for profound change. She articulates, “The fashion industry is ripe for disruption,” recognising the inherent stagnation that traditional paradigms often

entail. This includes the emergence of AIpowered wardrobe recommendations. These algorithms, fueled by vast troves of data, possess the capability to revolutionise how individuals choose to dress. No longer bound by subjective preferences or fleeting trends, consumers stand to benefit from personalised, data-driven suggestions tailored to their unique tastes and lifestyles.

Yet, Belinda’s vision extends far beyond mere algorithmic recommendations. She is captivated by the frontier of 3D-printed clothing, where imagination transcends the constraints of traditional manufacturing. “Imagine a world where garments are not merely created but crafted, she says. Where intricate designs previously deemed unattainable come to life seamlessly,”

3D printing heralds a new era of customisation and sustainability for the consumer. Where garments are meticulously tailored to fit individual bodies with unparalleled precision, minimising waste and environmental impact in the process. It’s an interesting concept.

PHOTO: MICHAEL LEE

PHOTO: KEVIN LAMINTO

“The coolest thing I can imagine is 3D printing your own clothes at home. You wake up in the morning, and you go, “Right, okay, I actually fancy this. And you literally print it yourself. That would be awesome!”

With all of this in mind, you would think that our conversation had little left, but we soon realised that we hadn’t even begun to scratch the surface of Belinda’s true passion. Ultra-Marathon running. More than just a hobby or a way to de-stress, this is something that has defined, perhaps even consumed her for the past six years. From gruelling 24-hour runs around tracks to conquering 100 kilometres of rugged terrain, she’s truly pushed the limits of human endurance. Even during lockdown, Belinda took on virtual ultra-marathons and challenged herself with treadmill marathons, embodying the relentless spirit of a true athlete.

However, this intense pursuit of running came with its consequences. Belinda candidly shared the moment she reached a breaking point, quite literally, when her body rebelled against the punishing regimen. “When you

run, you get injured,” she explained. Despite learning to push through pain, a fateful incident in the gym led to a broken back, forcing her to confront the harsh reality of her physical limitations.

Now fully healed and back to exercising, Belinda admits to grappling with the void left by her beloved ultra marathon runs. Running had been her sanctuary, her solace amidst the chaos of life. “That was my thinking time. That was the way that I calmed down after a stressful day. That was my time,” she reminisced. The transition away from her habitual stress-relief routine proved to be a daunting challenge.

Over the past 18 months, Belinda has embarked on a journey of self-discovery, learning to relax and de-stress without relying on her once-beloved runs. “I’ve had to relearn

how to enjoy things without saying, ‘Let me just go for a quick three-mile run first to calm me down,’” she confessed. It’s been a transformative experience, one that has taught her resilience and forced her to confront longheld beliefs about the limits of her body.

And people say, “Oh, try swimming.” Or “Go on the bike.” It just is not the same.

And it’s been really challenging. But I am out the other side now and I can now exercise again, which is good, and that’s the way that I unwind. I just can’t do ridiculous ultra marathons.

So, all those people who said to me, “Oh, it’s bad for you. Running’s bad for you,” I ignored them; unfortunately, they were all right, which is really irritating.”