Written by Christina Levada
A UK platform redefining customer protection in financial services has announced the addition of three key hires to its leadership team, as the company advances its mission to enhance financial experiences through predictive and proactive support, improved inclusivity, and responsible growth for brands and their customers. These appointments come as the company continues to build on the momentum of a transformative year, marked by significant investments from Fuel Ventures and most recently, NatWest.
Serene, a UK fintech innovator dedicated to crafting seamless financial experiences for brands and their customers, has announced the appointment of three major hires to its leadership team, collectively bringing nearly four decades of expertise in data, engineering, and financial services.
These strategic hires come as Serene continues to expand its footprint in the financial technology space, following an initial investment from Fuel Ventures 12 months ago and recent funding from NatWest. These investments have enabled Serene to accelerate its mission of helping retail organisations detect early signs of distress and proactively deliver targeted support - driving improved outcomes for customers, and foster inclusivity and responsible growth for firms - ensuring customer needs are met seamlessly across products, journeys, and every touchpoint.
Joining the team are:
Ehsan Faridifar, Co-Founder and Chief Data Scientist
Ehsan brings nearly a decade of expertise in product and data science across startups, venture builders, and NASDAQ-listed companies in six countries. His achievements include developing the UK’s first attrition-based credit score ML product, which secured £20m in funding and was later productised and sold for £45m. At Serene, Ehsan will leverage his deep expertise to drive the development of cutting-edge data-driven solutions that enhance transparency and efficiency for brands and their customers.
Ian Rathbone, Director of Engineering
With over 20 years of experience in engineering leadership, Ian has driven technology transformations in financial services and beyond. At his previous role at Talk Think Do, he introduced cutting-edge DevOps practices and delivered AI-driven solutions showcased at BETT UK and DigiGov. Ian will lead Serene’s engineering operations, focusing on scaling infrastructure, implementing advanced AI solutions, and ensuring operational excellence.
Elizabeth Collins, Chief of Staff
Elizabeth brings more than a decade of operational expertise in consumer credit and financial services. She has led regulatory compliance transformations, embedded Consumer Duty frameworks, and driven operational efficiency through new Target Operating Models. At Serene, Elizabeth will play a pivotal role in aligning strategic initiatives, enhancing governance, and driving operational efficiency to support the company’s growth.
Serene’s focus on enhancing financial journeys for brands and their customers continues to drive its expansion and innovation in the sector. With a strengthened leadership team, the company is poised to help brands consistently create seamless and supportive customer experiences and responsible business growth.
Savannah Price, Founder and CEO of Serene, commented:
“We are thrilled to welcome Ehsan, Ian, and Elizabeth to the Serene family. Their combined expertise and leadership will be instrumental in driving our vision forward. At Serene, we are committed to reimagining financial experiences with transparency, efficiency, inclusivity and innovation at the core. These hires mark a pivotal moment in our journey, as we continue to transform how brands and their customers interact with financial services.”
Mark Pearson, Founder of Fuel Ventures, said:
“It’s fantastic to see Serene’s growth trajectory following our investment last year. Savannah and her team have made incredible progress, and the addition of such experienced professionals is a testament to their ambition and the value they are creating in the fintech space. We’re excited to see how these new hires will help propel Serene’s mission even further.”
About Serene
Serene is a UK based FinTech pioneering the first Consumer Vulnerability Engine of its kind. Their mission is to help any retail organisation anticipate and meet customer needs - across every product, journey, and touchpoint. Trusted by a growing number of retail banks and consumer credit providers, Serene’s flagship products - SereneID, SereneScore, and SereneCare - enable organisations to detect financial vulnerability early, deliver personalised support, and expand access to financial services. With dynamic, forward-looking insights, Serene helps businesses serve previously excluded customers with tailored solutions that drive responsible growth and inclusion.
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