CFOs are typically seen as bastions of a company’s budget, compliance, and reporting. But, from our conversation with Mark Freedman on The CFO Playbook podcast, we’ve learned that the role now demands much more: fearless innovation.

Today, risk-averse safeguarding isn’t enough. CFOs who drive change and leverage data can help their businesses navigate monumental technological shifts, anticipate future market trends, and tap into their growth potential.

Freedman, with over three decades of experience, shares how he’s helped some of the world’s most influential financial institutions through crises and transformations

He’s seen the financial services industry become more cautious after the 9/11 attacks, more resilient after the global financial crisis, more aware of major cyberattacks risks, and – very recently – he’s seen it become more adaptable after the COVID-19 pandemic.

Freedman was instrumental in helping companies like Deutsche Bank, London Stock Exchange Group, and Travelex navigate those major transitions. “Living through the 2008 financial crisis and the cyberattack at Travelex taught me that a CFO’s role isn’t just about managing the numbers; it’s about leading through uncertainty and finding a path forward,” he says.

How did he do it? By developing a deep business understanding, communicating insights effectively, and staying updated on technology.

Three themes we explored

In The CFO Playbook episode with Mark, we explored: