Gemma Livermore, Head of Financial Services Marketing for EMEA & APAC, Seismic

Today we're delighted to speak with Gemma Livermore, Head of Financial Services Marketing for EMEA & APAC at Seismic. With a career spanning two major enterprise technology shifts - from SAP's digital transformation era to today's AI revolution - Gemma brings unique insights into how trust, governance and storytelling shape technology adoption in highly regulated industries.

My questions are in bold - over to you Gemma:

Who are you and what's your background?

I'm Gemma Livermore, Head of Financial Services Marketing for EMEA & APAC at Seismic. I work with many of the world's leading banks, asset managers and insurers, helping them navigate digital transformation, enablement and, increasingly, trusted AI.

I've been fortunate enough to build my career across two of the biggest enterprise technology shifts of the last 25 years. I began in 360 sales in the early 2000s, working in enterprise technology during the rise of SAP, when organisations were embracing one of the biggest digital transformations of the time. Today, we're witnessing another once-in-a-generation shift with AI. What's fascinating is that while the technology has changed dramatically, the fundamentals haven't. People still buy from people they trust, and the organisations that communicate with clarity, authenticity and purpose are the ones that succeed.

Working in sales taught me something that's stayed with me throughout my career: even the most innovative technology doesn't sell itself. People need to understand why it matters to them, and marketing has a critical role in creating that connection.

Having studied Philosophy and Theology, my path into technology might seem unconventional, but it's actually had a profound influence on my career. Spending years studying stories that have been shared, debated and remembered for thousands of years, has taught me to truly appreciate the power of storytelling and community.

People rarely remember every statistic or presentation they see, but they do remember how it made them feel, and the lasting stories they take with them. To me, that's the essence of great marketing. If people are still talking about your message long after you've left the room, you've created something genuinely impactful.

That philosophy still shapes everything I do today. Whether it's bringing customers together through peer communities, creating thought leadership or helping organisations adopt trusted AI, my focus is always the same: creating meaningful experiences that people remember while delivering measurable commercial impact.

What is your job title and what are your general responsibilities?

I'm the Head of Financial Services Marketing for EMEA & APAC at Seismic.

My role is to develop and execute the regional marketing strategy across two diverse markets, working closely with sales, customer success teams and product leads to drive pipeline growth, strengthen customer relationships and support long-term business growth.

A significant part of my role is creating opportunities for customers to learn from one another. Whether that's through executive roundtables, customer forums or peer networking events, we're building communities where enablement leaders can openly share ideas, best practices and the challenges they face.

Helping our customers become more successful ultimately helps us become more successful too.

Can you give us an overview of your business?

Seismic is the leading enablement platform, helping customer-facing teams deliver the right content, guidance, learning and AI-powered insights exactly when they're needed.

Everyone now understands that AI can save time and improve efficiency. The conversation has moved on. The real challenge is trust, particularly in Financial Services, where accuracy, governance and compliance are non-negotiable.

Rather than generating responses from the open internet, Seismic grounds AI outputs in an organisation's own approved content. It respects the permissions, governance and guardrails that businesses have already established, meaning people can receive answers based on trusted company knowledge. Giving answers that are appropriate for both their role and the markets they operate in.

As AI becomes embedded into everyday ways of working, I believe trust will become the biggest differentiator. Organisations won't judge AI on how quickly it produces an answer, but on how confident they feel they can act on that answer.

Tell us how you are funded?

Seismic is backed by notable investment firms including Permira, Lightspeed Venture Partners, JMI Equity and Jackson Square Ventures. Our last funding round valued the company at $3 billion USD.

Who are your target customers? What's your revenue model?

We work primarily with enterprise organisations, including many of the world's leading banks, fintech firms, asset managers, insurers, and other highly regulated financial institutions.

Seismic operates a SaaS subscription model, providing organisations with an enterprise platform that combines enablement, content management, learning, coaching and trusted AI to help customer-facing teams work more effectively, consistently and compliantly.

If you had a magic wand, what one thing would you change in the banking and/or FinTech sector?

I'd stop organisations measuring AI success purely by productivity. Saving time is important, but time saved isn't the same as value created.

I'd encourage organisations to ask a different question: "Can my people trust the answer they're receiving?" Because if employees don't trust AI, they won't use it. And if customers don't trust the outcomes, they'll lose confidence in the organisation behind it.

In a recent Seismic report, only 9% of surveyed leaders said AI is fully embedded into core workflows and regularly used to support decision-making. Many teams are experimenting with AI or using it for specific tasks, but few have fully operationalised it in a way their teams can trust.

For me, the next chapter of AI won't be won by the companies with the flashiest technology. It'll be won by the companies that build trusted AI environments with strong governance, high-quality content and clear accountability behind every answer.

What is your message for the larger players in the Financial Services marketplace?

Financial Services has always been built on trust, and AI - or any technology, for that matter - shouldn't change that.

Innovation and governance aren't opposing forces. In fact, the organisations moving fastest with AI are often those that have invested the most in governance, trusted content and clear processes.

My advice would be to focus less on deploying AI everywhere and more on creating an environment where your people know when to trust it, how to use it responsibly, and when human judgement still matters.

Technology alone won't create competitive advantage, but trust will.

Where do you get your Financial Services/FinTech industry news from?

Like many people, I use LinkedIn to stay informed, but I find the most valuable insights come from the communities I'm part of.

I founded the Women of FinTech community, which has grown to more than 7,000 members. The conversations taking place within that network give me a real-time view of the challenges, opportunities and innovations shaping the industry. Those peer discussions often surface trends well before they become mainstream news.

Alongside that, I spend a lot of time speaking directly with customers, industry leaders and peers. Those conversations provide context that you simply can't get from reading articles alone.

Can you list three people you rate from the FinTech and/or Financial Services sector that we should be following on LinkedIn, and why?

Liz Lumley - Liz has long been one of the most respected voices in FinTech. She has an exceptional ability to cut through the hype and focus on the trends and innovations that genuinely matter.

Emma Dunkley - Emma's reporting for the Financial Times consistently provides thoughtful, balanced insight into the banking sector, helping readers understand both the commercial and regulatory forces shaping Financial Services.

Lucy Heavens - Lucy is a passionate advocate for the FinTech community and has an exceptional ability to bring people together to share knowledge and learn from one another. She demonstrates the power that strong communities have in accelerating innovation and professional growth.

Many thanks to Gemma Livermore for taking the time to speak with us. You can connect with Gemma on LinkedIn and learn more about Seismic at their website.