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    Fiona Orford-Williams

    Senior Analyst and Director at Edison Group

    Fiona Orford-Williams is a Senior Analyst and Director at Edison Group, specializing in the media sector with a focus on consumer-related equities. Since joining Edison in 2004, she has transitioned from a broad consumer analyst role to leading coverage in media, analyzing companies such as ITV, Future PLC, and Informa. With over two decades in the industry, Fiona has developed expertise in equity research and investment communications, regularly contributing insights at industry events and webinars. She maintains current FCA registration with Edison Investment Research Limited and is recognized for her in-depth sector knowledge, though specific performance metrics or industry rankings are not publicly disclosed.

    Fiona Orford-Williams's questions to MoneyHero (MNY) leadership

    Fiona Orford-Williams's questions to MoneyHero (MNY) leadership • Q3 2024

    Question

    The analyst asked for details on the Singapore site revamp and its impact, marketing priorities for FY25, and the new product development pipeline.

    Answer

    The executive detailed the product pipeline, which includes expanding the mobile app, scaling a credit scoring feature, and enhancing insurance platforms. Marketing priorities for FY25 will focus on organic growth via SEO and content, and improving ROI by reducing reliance on paid traffic, while exploring ad monetization. The Singapore site revamp is a holistic content and architecture overhaul to improve the user journey. Early A/B testing has shown encouraging conversion rate improvements, with the full impact expected in Q4 and beyond.

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