What does it take to build a financial industry where everyone has the opportunity to succeed? Technology is part of the answer, but so are the people who challenge conventions, bring different perspectives and open doors for others.
This is the idea behind Innovate Finance’s Pride in FinTech Powerlist 2026, which has recognised Alona Shevtsova, CEO of Sends, among the professionals contributing to a more inclusive future for financial services.
Now in its fourth year, the initiative celebrates the achievements and contributions of LGBTQIA+ professionals and allies across the FinTech sector. Supported by Google as Gold Sponsor, alongside Funding Circle and Alloy, the Powerlist highlights individuals whose leadership, expertise and commitment are helping shape an industry that is more representative of the communities it serves.
Why pride in FinTech matters
Financial technology has transformed how people access, manage and move money. Yet meaningful progress in finance goes beyond faster payments, digital platforms and new technologies. It also means challenging barriers that prevent talented people from contributing fully to the industry.
Launched by Innovate Finance, the independent industry body for UK FinTech, Pride in FinTech aims to increase the visibility of LGBTQIA+ professionals, celebrate their contributions and create a more welcoming environment for future generations of financial services leaders.
At its heart is a simple but powerful belief: people should not have to choose between being themselves and building successful careers.
The initiative goes beyond recognition. Its 2026 programme also includes a dedicated mentorship programme and a Leadership Council, bringing together experienced professionals to support career development, strengthen professional networks and encourage meaningful change across the sector.
Google’s involvement as Gold Sponsor reinforces the importance of collaboration between technology companies, financial institutions and industry organisations in making inclusion a lasting part of the FinTech ecosystem.
Alona Shevtsova: leadership without limits
For Alona Shevtsova, inclusion in the 2026 Powerlist represents recognition within an industry. As CEO of Sends, she leads a UK-based financial services company focused on making everyday financial operations more accessible and efficient for individuals and businesses. Under her leadership, Sends continues to develop its payment infrastructure, expand its range of digital financial services and strengthen its international presence.
Her approach to leadership reflects the belief that innovation requires more than technical expertise. It depends on the confidence to question established practices, the willingness to listen to different perspectives and the ability to create opportunities for others.
As Alona Shevtsova shared in her message for the Pride in FinTech Powerlist 2026: “Never let your identity define the limits of your ambitions.”
The message captures one of the initiative’s central ideas: professional ambition should never be limited by personal identity or the expectations of others.
For Sends, this recognition also reflects the company’s broader commitment to building and supporting the FinTech community. Most recently, Sends participated in the Pay360 Awards 2026 in London, where it had the honour of presenting the Best Financial Crime Prevention Initiative award to FNA.
Beyond the UK, Sends continues to strengthen its relationships with FinTech communities worldwide, with a particular focus on the Middle East and North Africa (MENA) region. CEO Alona Shevtsova recently joined a panel discussion at the Middle East Banking Innovation Summit (MEBIS) 2026 in Dubai, contributing to conversations about the future of payments and financial innovation.
Explore the Innovate Finance Pride in FinTech Powerlist 2026:
https://www.innovatefinance.com/pride-in-fintech-2026/
