OMS as EMS and the Buy & Build Era
11 February, 2026
Digital Identity, Founders and the Reality of Building Trust
Recorded live at FinTech Connect, this episode of FinTech Focus TV brings together Toby Babb and guest Chloe Coleman, CEO and Co-Founder of VouchSafe, for a candid conversation on digital identity, early-stage FinTech leadership, and what it really takes to build trust-based technology in regulated financial services environments.
Filmed at ExCeL London during one of the UK’s largest FinTech events, the discussion captures the energy of a fast-moving sector while grounding it in the lived experience of a founder building infrastructure that sits at the intersection of regulation, technology, and human behaviour.
Digital Identity in Financial Services Is Already Here
A central theme running throughout the episode is the idea that digital identity is often framed as a future concept when, in reality, it is already operational. Chloe explains that while public discourse frequently treats digital ID as something coming “soon”, many organisations are already using digital methods to verify identity today.
VouchSafe was built on the recognition that traditional forms of identity verification, such as passports and driving licences, do not work for everyone. Financial services and regulated industries have historically relied on a narrow definition of acceptable identity evidence, unintentionally excluding individuals who cannot access or maintain those documents.
By accepting a broader range of evidence, including digital identity and open banking data, VouchSafe enables organisations to establish trust without relying solely on legacy documentation. This approach reflects a wider shift within financial technology towards more inclusive, flexible, and user-centric verification models.
Regulation, Trust and the Evolution of FinTech Infrastructure
The conversation also touches on how regulatory developments are accelerating interest in digital identity solutions. Chloe references the growing attention around national digital identity initiatives and mobile credentials, noting that while the terminology and branding may change, the underlying need for reliable digital trust frameworks is already present.
Rather than viewing regulation as a blocker to innovation, Chloe positions it as a defining feature of FinTech. Building products in regulated environments requires founders to think differently about scale, reliability, and user experience from day one.
For infrastructure-led FinTechs like VouchSafe, trust is not a marketing message but a core operational requirement. This perspective resonates strongly across financial services, where compliance, auditability, and transparency are essential to long-term growth.
The Founder Journey in Early-Stage FinTech
Beyond the technology itself, the episode offers an honest look at the emotional and practical realities of being a FinTech founder. Chloe shares that VouchSafe has been live for a year, with the business itself now two years into its journey, and speaks openly about the intensity and pressure that comes with building a startup in a highly regulated sector.
Contrary to the narrative that startup life is defined solely by stress and burnout, Chloe describes genuinely enjoying the experience. While acknowledging the challenges, she highlights the privilege of building something meaningful and the importance of embracing the journey rather than simply enduring it.
This perspective reflects a broader shift in how founders talk about leadership and resilience, particularly within FinTech, where the pace of change is relentless and the stakes are high.
Startup Leadership and the FinTech Founders Panel
During the episode, Chloe discusses her upcoming appearance on the Startup and Innovation Stage at FinTech Connect, where she joins fellow founders to share lessons learned from their journeys. Topics such as fundraising, hiring, and navigating the complexities of FinTech are central to the panel discussion.
FinTech, as both Chloe and Toby observe, is a uniquely positioned sector. It combines rapid innovation with deep regulatory oversight, creating an environment that is simultaneously demanding and full of opportunity. This duality shapes not only products but also leadership styles, team structures, and hiring decisions.
For founders and leaders attending FinTech Connect, these conversations provide valuable insight into what it takes to succeed beyond the pitch deck.
Founder-Led Selling in Early-Stage FinTech Businesses
One of the most compelling moments in the episode comes when Chloe reflects on her evolving understanding of sales. Like many founders, she initially viewed sales through a traditional lens, imagining it as persuasion or pressure rather than dialogue.
Over time, that perception shifted. Chloe explains that no one understands a product better than its founders, particularly in the early years. While sales professionals play a vital role later on, early-stage FinTechs benefit enormously when founders stay close to customer conversations.
Rather than seeing sales as a separate function, Chloe reframes it as an extension of problem-solving. Each conversation becomes an opportunity to understand customer needs, validate assumptions, and refine the product.
Sales as Structured Listening in Financial Technology
Drawing on her background in user research, including work on large-scale public sector programmes, Chloe makes a powerful observation: every sales call is also a research call. Even when a deal does not close, the insights gained can shape product development and strategic direction.
This mindset challenges the idea that sales success should be measured solely in immediate revenue. For early-stage FinTechs, learning compounds over time, informing better decisions around product design, messaging, and market fit.
In a sector where trust and usability are paramount, this approach aligns closely with the needs of regulated financial services customers.
Why Founders Must Stay Close to the Problem
Chloe’s path into FinTech was not planned. VouchSafe emerged from consultancy work in technology, user research, and design across the public and third sectors. Repeated exposure to the same identity challenges led to the decision to build a product rather than continue solving the problem manually.
This origin story underscores a recurring theme in successful FinTech ventures: products built by people who deeply understand the problem they are solving. When founders remain engaged with customers, particularly in the early stages, they are better positioned to build solutions that address real needs rather than assumed ones.
The episode highlights how distancing founders too early from customer interaction can weaken product-market fit and slow learning.
FinTech Talent, Self-Awareness and Leadership Gaps
The discussion also touches on the importance of self-awareness in leadership. Chloe acknowledges that founders must understand both their strengths and their gaps, particularly when building teams in complex environments.
In FinTech, where teams often combine technical specialists, compliance experts, and commercial leaders, knowing when to bring in additional expertise is as important as knowing when to stay hands-on.
This balance is especially relevant for businesses operating in regulated financial services, where mistakes can have significant operational and reputational consequences.
Confidence, Visibility and Growth as a FinTech Leader
Chloe reflects on how her confidence has evolved over time, particularly when speaking on panels and public stages. What once felt intimidating has become an enjoyable part of the role, driven by a deeper understanding of both the business and the broader FinTech landscape.
This growth mirrors the experience of many founders who, over time, move from internal problem-solving to external representation. Visibility becomes not just a personal milestone but a strategic asset for the business.
Scaling Digital Identity Platforms in Regulated Markets
Looking ahead, Chloe outlines VouchSafe’s plans for expansion. Having successfully completed a pre-seed funding round earlier in the year, the focus has shifted to refining the platform and preparing for growth.
With over 30 regulated financial services customers already live, VouchSafe is now expanding its acceptance of digital identity from around the world. The challenge lies not just in technical capability but in delivering a reliable and seamless user experience.
Identity verification is rarely something users look forward to, but Chloe emphasises the importance of making the process as frictionless as possible. Improving user journeys while maintaining compliance is a defining challenge for FinTech infrastructure providers.
Fundraising, Regulation and Building for the Long Term
Fundraising is acknowledged as one of the more demanding aspects of the founder journey. Chloe speaks candidly about the intensity of closing a pre-seed round and the realities of preparing for future raises.
In regulated FinTech, fundraising is closely tied to demonstrating not just growth potential but operational robustness. Investors look for evidence that platforms can scale responsibly while meeting regulatory requirements.
This long-term mindset influences hiring strategies, technology decisions, and leadership priorities across the business.
FinTech Hiring and the Skills Behind Trust Infrastructure
For FinTech leaders and hiring managers, the episode offers valuable insight into the types of skills required to build and scale trust-based platforms. Beyond technical expertise, successful teams need individuals who understand regulation, user behaviour, and the nuances of operating in financial services environments.
As a FinTech recruitment business, Harrington Starr sees these trends reflected in the market. Demand continues to grow for professionals who can bridge technology, compliance, and customer experience, particularly in areas such as digital identity, RegTech, and financial services infrastructure.
What This Episode Means for the FinTech Ecosystem
This episode of FinTech Focus TV captures a moment in the evolution of financial technology where digital identity, regulation, and human-centred design are converging. Chloe Coleman’s experience building VouchSafe illustrates how early-stage FinTechs can navigate complexity by staying close to real problems and real users.
For founders, leaders, and those hiring across the FinTech ecosystem, the conversation reinforces several key ideas. Digital identity is no longer hypothetical. Trust is a product feature, not a by-product. And founder-led learning remains critical longer than many expect.
Recorded live at FinTech Connect 2025, this episode offers an honest, grounded perspective on what it takes to build meaningful technology in one of the most demanding sectors in the global economy.
