Live from Money20/20 Middle East in Riyadh
As Money20/20 launches its first Middle East edition in Riyadh, we sat down with Tracey Davies, President of Money20/20, to discuss what success looks like for the world’s leading fintech show, how the brand has evolved since its founding in 2012, and what is next for an industry that is constantly reshaping the future of money.
Measuring Success at Money20/20
Q: How do you measure success for Money20/20?
Tracey Davies: Naturally, we look at the usual business metrics such as revenue, profit and growth, but what really matters to us is customer satisfaction. Since 2012 we have tracked our Net Promoter Score, which is our most important KPI. We are obsessed with understanding whether our customers feel we have delivered value.
That value looks different for everyone: for some it is brand awareness, for others it is meetings, pipeline or market entry. Money20/20 is a premium proposition, so our responsibility is to ensure that investment delivers a clear return. The fact that we have retained so many customers over more than a decade, while also welcoming over 150 new exhibitors this year, is something I am very proud of.
The Story Behind the Name
Q: Many people assume “Money20/20” refers to the year. What is the real story?
Tracey Davies: It is a common misconception. The “20/20” actually refers to vision, as in 20/20 eyesight. If you look at our logo, you will notice the forward slash, which represents looking ahead. From day one, Money20/20 has been about the future of money.
The irony is that in 2020, when everyone asked about the name, no events were running anywhere due to the pandemic. Instead, we launched MoneyFest, a digital festival that kept our community connected until we returned in 2021.
Returning After COVID
Q: How was the comeback after COVID?
Tracey Davies: Tough but necessary. We came back quickly, and Amsterdam in 2021 was one of the first major international shows in Europe after lockdown. We ran with 4,000 people, socially distanced, checking vaccine records every 24 hours. Six weeks later we were back in Las Vegas. It was challenging, but the industry needed to reconnect. That resilience reinforced what Money20/20 stands for.
A Personal Reflection
Q: Looking around at this first Middle East edition, how does it make you feel?
Tracey Davies: Honestly, very proud. We have partnered with Tahaluf to bring Money20/20 here, and seeing the scale of this launch with His Excellency the Minister of Finance and the Governor of the Central Bank at the opening was emotional.
I have been with Money20/20 for nearly a decade, I built the team, and I love this brand. Every event brings nerves the night before because you only get one chance to open those doors and deliver. That pressure is what drives us, and it shows how much we care about our customers’ outcomes.
The Future of Fintech
Q: From your vantage point, who is adapting faster: start-ups or incumbents?
Tracey Davies: The truth is, this industry thrives on innovation across the board. Back in 2012, everyone was saying banks were finished and fintechs would take over. That did not happen. What we have seen instead is partnership: banks evolving, fintechs scaling, and both pushing each other forward.
Competition drives everyone to raise their game, whether it is payment processors, global tech players, or regional banks and credit unions. Now with AI, we are seeing another wave of disruption. But at the heart of it all is trust. People must feel their money is safe, and regulation plays a vital role in balancing innovation with security.
I believe there is space for everyone. The industry will continue to evolve, and that is what makes it so exciting.
Closing Thought
Tracey Davies’ perspective reinforces why Money20/20 remains the premier global stage for financial innovation. With Riyadh marking a powerful new chapter, the brand continues to shape not just events, but the future of the global fintech industry.
