Ashley Robertson
Founder and CEO, Persici Financial Services Limited
Tell us your story:
I am the Founder and CEO of Persici Financial Services (PFS), a business I built entirely from scratch with no outside funding. From day one, we operated on a bootstrap financial model — every decision had to be resourceful, every system built with resilience in mind. Developing this business wasn’t just about setting up operations; it meant creating software solutions capable of handling the highly complex compliance and financial requirements of cross-border remittances between the UK and Iran.
When I founded PFS in 2017, it was in response to something deeply personal: the exclusion of the Iranian diaspora from the formal financial system. Families who simply wanted to support their loved ones were forced into unsafe, underground networks. I wanted to change that. Today, our regulated peer-to-peer settlement system mirrors the efficiency of hawala but embeds full compliance, transparency, and oversight — offering families a safe, legal way to stay connected financially.
As a gay man, building PFS has also been about representation and resilience. Leading a FinTech in one of the most politically sensitive payment corridors came with doubt, prejudice, and many closed doors. There were times when I was told it was too ambitious, too risky, or that someone like me — a gay Iranian founder — would never be taken seriously in financial services.
I refused to accept that. Exclusion, whether it’s financial or personal, should never define our future. My journey has taught me that diversity is not just about who we are, but about the courage to solve problems others avoid.
For me, PFS is living proof that with determination, innovation, and integrity, even the toughest barriers can be overcome. And I hope my story shows other LGBTQIA+ innovators that our ideas and our presence are not only valid — they are essential to building a more inclusive future in finance.
Impact:
The contribution I am most proud of is building Persici Financial Services (PFS) as a safe and compliant alternative for the Iranian diaspora, who for too long were excluded from the financial system and forced into unsafe, underground channels. By creating a transparent peer-to-peer settlement model supported by bespoke compliance technology, we have brought thousands of families back into regulated financial access — proving that inclusion is possible even in the most complex corridors.
As a gay founder, I know what it feels like to be excluded and underestimated. That lived experience has shaped my leadership: I built PFS with a culture of openness and dignity, where diversity is not just a value but a strength. I make it a point to be visible as a gay CEO in FinTech because representation matters — when others see someone like me navigating high-risk, high-regulation financial services, it signals that our community belongs everywhere, even in the toughest rooms.
I would like to be featured in Pride in FinTech 2025 because my story demonstrates that diversity in leadership is not symbolic — it drives innovation and resilience. By standing openly as both a gay man and the founder of a fintech that solves problems others avoid, I hope to inspire future LGBTQIA+ leaders to build boldly, to take up space, and to know that their voice can change industries.
Advice:
My advice to LGBTQIA+ professionals entering FinTech is simple: let your identity be your strength, not your limitation. This industry thrives on innovation, and innovation comes from people who see the world differently. Your perspective is not only valid — it is needed.
Don’t wait for perfect conditions or external validation. When I built my company, I had no funding, no safety net, and was told more than once that my idea was “too risky.” I bootstrapped from nothing, developed the software myself, and proved that resilience and creativity can turn barriers into opportunities. The same applies to your career: take the leap, trust your instincts, and build boldly.
At the same time, seek out communities that uplift you. FinTech can feel isolating, especially when you’re breaking new ground, but being visible, authentic, and connected to other LGBTQIA+ leaders makes the journey sustainable. Representation matters — for you and for those who will follow in your footsteps.
Above all, remember: you don’t need to fit into the old moulds of finance to succeed. FinTech is about rewriting the rules. Bring your whole self to the table, and know that authenticity is your greatest asset.
