Data-heavy is how I would describe the past twelve months. Of the 42 articles I wrote, more than half of them were (at least somewhat) on the topic of data analysis, making it a key content trend in 2025, within my company. Other major pillars included agentic AI, the open web and the cranking-up of retail trading capabilities (with fractionalisation reaching new highs).
Culture seeped into more and more articles this year, with ethics taking centre-stage alongside AI for several publications. The world of tech also veered off the beaten track in some cases, as I investigated cult movements like effective altruism, and question why sexism still has such an annoying chokehold on the industry.
For myself personally, 2025 was a huge year. A million thanks to all my clients and supporters, without you none of it would be possible ❤️
👇👇 CONTENT BREAKDOWN 👇👇
The main topics clients and editors commissioned this year, and why:
UK Consumer Duty 🫶
Continuing on from 2024, commissions around the interpretation of the Consumer Duty requirements came up a lot. It’s probably fuelling banks’ surging appetite for better data analysis too.
By publishing thought leadership, firms neatly show regulators that they are considering the Duty seriously. Writing-up webinars is another clever way to make the most out of the already-recorded discussions, providing yet further evidence if needed. It makes sense to maximize the marketing value of these conversations with visible blogs.
As well as clients reaching out for articles on the Consumer Duty, there have been a good handful of editors commissioning articles on the subject too. This shows an industry-wide effort is taking place, which hasn’t tempered since last year.
Additionally, 2024’s dark shadow of sanctions screening nightmares still looms large. The Synapse fallout has raised questions about accountability. As firms balance the need for smooth onboarding against thorough compliance, a chunk of regtech providers were keen to showcase their data analysis capabilities with ongoing thought leadership pieces.
Agentic AI hypes up 🤖
The buzzword of 2025 had to be “Agentic AI”. Moving away from the “AI for everything” ethos of 2022/23… The trend is now that AI should be leveraged for very specific uses, like an agent. And all these agents should work together in a little team. This concept came up frequently as a secondary point across articles for B2B2C regtech and lendtech firms.
The success of agentic AI … or AI in general … hinges on the dataset, yet another reason why data analysis took a central role this year.
Interpreting data still needs a human lens (phew!) 😅
Luckily for me, while AI seems to be the answer to everything, it still cannot write satisfactory consumer behaviour reports yet. This year, I penned five reports – around 100 pages each – interpreting data from excel spreadsheets. The work involved analysing consumer survey results from thousands of questionnaires, understanding the trends, and then articulating them.
On a personal note, I am slightly wary that the AI is getting better each week. And I worry that this valuable source of income will be taken away from me.
Interestingly however, it’s the human answers that keep me employed. Humans don’t answer surveys like robots, they click one thing and say another. There are no patterns to how random customers can be. Taking the time to read every answer carefully, contextualise the behaviour and then apply in real terms to everyday life is something AI still cannot replicate.
Stretching beyond the usual frontiers… 🌎
Setting this year apart from the others was my client base. Up until now, it had been around two thirds UK and one third (maybe) USA. However, my work took me deeper into Asia and the Middle East than previously.
In a pinch-me moment, I co-wrote the governmental fintech annual report for a country which is rapidly growing in the fintech space 🚀 . This involved analysing all the fintechs, paytechs, lendtechs, regtechs, banks and non-regulated financial services (more than 100), and condensing all this information (including venture capital, venture lending, investment flows, mergers & acquisitions and more) into engaging paragraphs. It was also a unique way to follow the trends from a privileged viewpoint and help shape the fast-growing narrative.
Curiously, I wrote a handful of articles about the culture of tech and fintech this year. The most bizarre article was definitely this one. It also earned me my first ever Harry Potter-themed insult. Yay?
Another side of fintech which we cannot ignore is the sexism, and underwhelming prospects for women. I explored this in a unique way. By taking my Gen-Z sister to a fintech event, I let her experience dictate the article. By the way, she did wind up getting a stint in fintech and if anyone wants to know what happened next… I’ll tell you off the record.
Trading platforms up the ante 💹
The past twelve months also came flanked with a strong share of trading platform content. I ended 2024 with an article on the fractionalisation of shares, and I am closing 2025 with one on the same topic for bonds.
In 2025, my main clients in this area where a curious cocktail of prestigious wealth management publications, fresh off-the-rack trading apps and long-standing SaaS seeking a refresh. Together, these distinct groups aim for the same spotlight, implying that there a strong and varied market demand for better trading capabilities.
Sustainable and impact investors get ballsy 💪 🔥
My favourite. My raison d’être. Sustainable investing. This was a bloody hard year for sustainable and impactful content. It’s so easy to do it when it’s fashionable.
But right now, in this godawful climate, it takes balls. And I am SO DEEPLY PROUD to be in lockstep with my brave clients who are strong enough to call out unacceptable trends.
It has been the privilege of a lifetime to help you find the words needed to throw some much-needed humanity into cold financial situations. I don’t want to reveal too much because I am a ghostwriter, but you know who you are, and thank you.
Thank you as well to the CISI (I can mention you, haha!). Thank you for unflinchingly publishing work about ethics and the environment which the investment world so badly needs right now. You mean the world to me.
🙏 Thank you, thank you, thank you 🙏
Finally, it was the honour of a lifetime to receive not one but two Headlinemoney awards. Peer-voted and judged by the UK’s financial editors. I want to say a roaring, singing, dancing thank you so much from the bottom of my heart to everyone who has put their faith in me and my work over the years.
When I heard my name for the second time, something clicked in me that can never un-click again. As I stood up, surrounded by the sound of 500 journalists clapping, all the mean little whispers from ex-bosses and middle-managers slipped off my skin like a satin coat. They fell in a heap on the floor and hissed themselves into nothingness like smokey snakes. And as I stepped out and headed for the stage, I knew that I will never again doubt my ability. I am a journalist. I am a freelance writer. And I’m really good.
Thank you so much for those two shiny validations on my mantlepiece, they mean the world. Now and forever🏆🏆
(If you’d like to see my reaction, it starts at 1.18 below)
Thank you to the Innovate Finance judges for naming me a Standout 45 Powerlister. For the first four years of my freelance career, I fought so hard to get noticed. It feels surreal to not only be seen, but to be on the front page. And to be nominated by my friend Amélie… no words except THANK YOU.
Finally, a thank you to the 13 wonderful clients who have kept me afloat this year. Without you, I wouldn’t have been able to buy a home, get married or do any of the other fun stuff that makes life worth living. Cheers to you! Cheers to next year.
Thank you, thank you, thank you.
