Event Strategy for Financial Services: Private Dinners, Roundtables, and Follow-Up

Henry McIntosh
15 hours ago
11 min read

Building strong relationships in the UK financial services industry requires more than generic marketing. Senior executives value trust and personalised interactions, making targeted events like private dinners and roundtables highly effective. These small, focused gatherings offer opportunities for meaningful discussions, peer-to-peer learning, and relationship-building in a competitive, regulated market.

Key takeaways:

Private Dinners: Curate guest lists with senior decision-makers, select London venues near transport hubs, and create flexible agendas for open discussions.
Roundtables: Choose timely, relevant topics (e.g., ESG, AI in risk management), ensure balanced participation, and gather actionable feedback.
Follow-Up: Segment attendees by engagement level, personalise communication, and use email, LinkedIn, or calls to maintain momentum.
Measuring Success: Track metrics like pipeline generation, meeting conversions, and ROI to demonstrate event impact.

These events, combined with thoughtful follow-up and clear measurement, can transform initial connections into long-term business growth.

Making the Most of Sponsoring, Organizing and Attending Fintech Events | Nikolay Sabev

Planning Private Dinners That Work

Private dinners can be a highly effective way to build relationships in financial services. However, hosting senior decision-makers requires meticulous planning to ensure success.

Selecting the Right Attendees

The key to a successful private dinner lies in curating a well-balanced guest list that encourages meaningful conversations. Aim to include a mix of prospects, existing clients, and respected industry figures to foster strategic dialogue.

When selecting attendees, focus on senior decision-makers within your target market. For instance, asset management firms might invite pension fund trustees, family office principals, or members of institutional investment committees. Corporate banking teams, on the other hand, could target financial executives whose roles align with the event’s goals. Strive to create a group of similar seniority levels to encourage open and productive discussions.

It’s also important to avoid inviting direct competitors, as this could create tension and stifle conversation. Keep in mind that local executives are more likely to attend events held near their offices. Limiting the guest list to 8–12 people helps maintain an intimate atmosphere, where everyone feels comfortable participating.

Once you’ve finalised your guest list, choose a venue that complements the event’s purpose.

Choosing Venues and Setting Agendas

The venue sets the tone for the evening, so select a location in London that reflects your firm’s professionalism and provides the privacy needed for candid discussions. Venues near major transport hubs like Bank, Canary Wharf, or King’s Cross are ideal, especially for events scheduled after business hours. This makes it easier for busy executives to attend.

Before confirming a venue, test its acoustics to ensure conversations won’t be hindered by poor sound quality.

When it comes to the agenda, aim for a balance between structure and flexibility. Start the evening with a brief welcome, followed by introductions. Allow each guest to share their current priorities or challenges - this not only establishes common ground but also naturally leads to engaging topics of discussion. Instead of formal presentations, use open-ended questions like, to encourage peer-to-peer exchanges. This positions you as a facilitator rather than a salesperson, which can strengthen your credibility.

Schedule the dinner for 19:00 to fit with typical UK business schedules, and aim to wrap up by 22:00 to respect early morning commitments. Provide clear joining instructions, including the venue’s address, nearby tube stations, and a contact number. Don’t forget to ask about dietary preferences in advance to accommodate all guests.

A well-thought-out agenda not only sparks meaningful conversations but also helps solidify business relationships.

UK‐Specific Considerations

Beyond logistics and guest selection, it’s essential to ensure the event aligns with UK regulatory standards.

From 1st September 2026, UK firms will need to comply with the FCA’s non-financial misconduct standards. These regulations emphasise the importance of maintaining a respectful and professional environment. When planning private dinners, it’s crucial to avoid any behaviours that could breach these guidelines[1].

Running Effective Roundtables for Financial Audiences

Roundtables, much like private dinners, play a key role in fostering long-term financial relationships. They offer a platform for peer-to-peer exchanges while showcasing thought leadership. The success of these events depends on carefully chosen topics, skilled moderation, and meaningful feedback collection.

Choosing Topics That Matter

The foundation of a successful roundtable lies in selecting topics that strike a chord with your audience. Focus on issues that are both timely and strategically significant.

For example, regulatory updates often spark interest among compliance officers and senior executives. Topics like changes to Consumer Duty requirements, evolving ESG reporting standards, or the Financial Conduct Authority's (FCA) evolving stance on operational resilience are likely to resonate. Similarly, technology-related discussions - such as the role of artificial intelligence in risk management, blockchain applications, or cybersecurity challenges - can captivate CTOs and digital leaders.

For investment professionals and portfolio managers, market-driven discussions tend to be engaging. Subjects like the impact of interest rate changes, strategies to address inflation, or opportunities in emerging markets are particularly relevant. Framing these topics as open-ended questions, such as "How is AI transforming your approach to market analysis?" can encourage participants to share their personal experiences, making the conversation more interactive and insightful.

A well-chosen topic doesn’t just grab attention; it sets the stage for a productive and engaging discussion.

Steering the Conversation Effectively

Once the topics are set, effective moderation is the next critical step. Start by establishing ground rules to ensure a confidential and open dialogue - following principles like the Chatham House Rule can help. Kick off the session by having attendees briefly share their current priorities. This not only sets a collaborative tone but also helps identify shared challenges and talking points.

As the moderator, your role is to keep the conversation flowing and focused. Use follow-up questions like "What challenges did you face during that process?" or "What lessons would you apply going forward?" These questions help uncover actionable insights while keeping the discussion practical.

At the same time, ensure balanced participation. Encourage quieter attendees to share their thoughts and tactfully manage dominant contributors to avoid monopolisation of the discussion. Summarising key points during the session helps maintain focus and ensures everyone feels heard.

Collecting Feedback and Evaluating Success

After the event concludes, gathering feedback is essential to refine future roundtables. Start this process immediately while the event is still fresh in participants’ minds.

Use a mix of feedback methods. A short post-event survey can be highly effective, especially when it combines quantitative ratings with open-ended questions. For example, ask participants to rate the discussion’s relevance on a scale of 1–10 and suggest topics they’d like to explore in future sessions. Segmenting feedback by role can also help you differentiate between strategic and tactical insights.

Tracking outcomes is just as important. Metrics like the number of new prospect meetings, strengthened client relationships, or enhanced thought leadership positioning can provide a clear picture of the event’s impact. Tools like Net Promoter Score (NPS) can reveal whether attendees would recommend your roundtables to their peers. Focusing on a concise set of 3–7 key indicators ensures you measure what truly matters.

Finally, send attendees a brief summary of the discussion within a week. This follow-up reinforces your role as a trusted industry facilitator and creates additional opportunities to nurture relationships over time.

Following Up After Events

A well-structured follow-up can turn the buzz of an event into lasting business connections. By approaching post-event communication thoughtfully, you can transform initial interactions into meaningful opportunities.

Segmentation and Prioritisation

Not every attendee needs the same level of attention after an event. By segmenting your contacts effectively, you can focus your time and energy where it matters most.

Start by grouping attendees based on their level of engagement. Those who actively participated in discussions, asked insightful questions, or exchanged contact details are your top prospects. Their interest signals they’re more likely to respond positively to your outreach.

Another key factor is business potential. Consider elements like the size of their company, their role, and how closely they align with your target market. For instance, a CFO from a £500 million firm interested in your risk management solutions should take precedence over a junior analyst from a smaller organisation.

Timing also matters. Urgency can be a deciding factor in prioritisation. If someone mentioned upcoming deadlines, budget cycles, or regulatory changes, they’ll need a quicker response. For example, a contact preparing for the FCA’s Consumer Duty rollout might require your input in the coming weeks, not months.

To stay organised, you can use a tiered system:

Priority 1: High-engagement prospects – follow up within 24–48 hours.
Priority 2: Moderately engaged prospects – follow up within a week.
Priority 3: General contacts – follow up within two weeks.

Once you’ve prioritised, tailor your messages to each group to make your communication as relevant as possible.

Creating Personalised Communications

Sending a generic follow-up message can make it seem like the event was just another box ticked. Personalisation, on the other hand, shows that you valued the conversation and see potential for collaboration.

Refer back to specific points from your discussion. For example, instead of a generic "Thank you for attending", say, "It was great to hear your thoughts on the challenges of ESG reporting frameworks." This not only shows you were paying attention but also provides a natural way to continue the conversation.

Adding contextual relevance makes your message even stronger. If someone mentioned concerns about regulatory compliance costs, share a case study or report that addresses their challenges. For an attendee interested in automation technologies, you could include a link to a whitepaper on fintech innovations in their sector.

Timing is crucial too. In the UK, it’s best to avoid sending follow-ups on Friday afternoons or during school holidays, as decision-makers are likely to be unavailable. Aim for Tuesday to Thursday mornings when people are settled into their week but not swamped by end-of-week tasks.

Lastly, ensure your communications comply with GDPR. Include clear opt-out options and respect any preferences expressed during the event. And remember, in UK financial services, a professional tone with a touch of warmth works best. Avoid overly casual language or overly enthusiastic American-style expressions, which may feel out of place.

Best Channels for Follow-Up

Once you’ve crafted personalised messages, the next step is choosing the right communication channel. Each channel has its strengths, and selecting the most effective one depends on your audience and objectives.

Channel	Advantages	Best Use Cases
Email	Professional and detailed	Sharing resources, formal proposals, follow-ups
LinkedIn	Personal yet professional	Reconnecting, sharing industry insights
Phone	Immediate and conversational	High-priority prospects, urgent opportunities

Email remains the backbone of professional follow-up. It’s perfect for sharing detailed information, attaching documents, or keeping a formal record. However, to stand out in crowded inboxes, your subject line and content need to be concise and relevant.

LinkedIn messaging offers a more personal touch while staying professional. It’s ideal for shorter, conversational follow-ups, especially when referencing shared connections or industry updates. The platform also lets you share articles or company news that might interest your contacts.

Phone calls are the most direct way to engage, but they require careful timing and preparation. Reserve calls for your most important prospects or urgent matters. Always reference your prior interaction and have a clear agenda to ensure the conversation is productive.

For key prospects, a multi-channel approach often works best. For example, you might start with a LinkedIn connection request referencing your meeting, follow up with an email containing relevant resources, and then schedule a call to discuss specific opportunities. This layered approach shows sustained interest without overwhelming the recipient.

The secret lies in matching the channel to the message and the recipient. A quick thank-you might work best on LinkedIn, while a detailed proposal is better suited to email. Senior executives may prefer direct phone calls for important discussions, whereas technical specialists might appreciate an email they can refer back to later.

Measuring ROI and Demonstrating Value

Without clear metrics, even the most successful events can struggle to prove their worth to senior leadership. For financial services firms, it's crucial to establish measurable benchmarks that link private dinners and roundtables to real business outcomes. By doing so, you can demonstrate how these events contribute to growth in tangible ways.

Key Metrics for Success

Effective event measurement goes beyond counting attendees. Instead, focus on how interactions at these events translate into meaningful business results. Here are some key metrics to track:

Pipeline generation: Keep an eye on the number of potential deals sparked by event interactions.
Meeting conversion rate: Measure how many attendees commit to follow-up meetings after the event.
Sales-qualified leads (SQLs): Evaluate the percentage of participants who show clear buying intent and have decision-making authority.
Average deal size: Compare the value of deals from event-driven leads to those from other channels.
Time to close: Track how quickly event-generated opportunities move through the sales cycle.
Client lifetime value (CLV) and cost per acquisition (CPA): Assess the long-term value of clients gained through events against the investment made.

ROI Measurement Frameworks

To truly understand an event's impact, frameworks like attribution models can help assign revenue to specific event interactions. Pipeline velocity models are also useful for tracking how quickly opportunities move forward after the event. Some organisations take it a step further by using engagement scoring to evaluate post-event activities.

For the most accurate picture of ROI, combine short-term engagement metrics with long-term revenue tracking. This approach ties directly into the follow-up and planning strategies already discussed. When done well, it offers a clear, data-driven view of how events contribute to business growth.

Role of Marketing Partners

Specialist marketing partners can play a pivotal role in sharpening your ROI measurement. They bring strategic expertise to the table, helping with planning, collecting actionable data, and managing follow-up communications. By doing so, they not only optimise resource use but also ensure compliance with regulations. This external input complements internal efforts, refining event strategies to maximise their overall impact.

Conclusion: Building Relationships Through Events

Private dinners and roundtables play a key role in fostering trust and credibility within niche financial markets. These gatherings lay the groundwork for lasting partnerships and sustained growth.

Take, for example, PGIM Private Capital's achievements in 2021. Through a joint sponsorship with ZircoDATA, they underwrote an A$75 million senior secured term loan. Additionally, leveraging a well-established relationship, they secured a non-sponsored Ameritex deal worth $165 million [2]. These examples highlight how cultivating strong, enduring connections can open doors to exclusive opportunities. The results speak for themselves - strategic event planning delivers measurable benefits.

"Ultimately, in private credit, origination is the biggest scarce asset, and we have origination capacity as deep as anyone in the world. When you think about selectivity of investments, you accomplish that by not being a price taker, but by finding your own deals through your relationships."– Matthew Harvey, Managing Partner, Direct Lending, PGIM Private Capital [2]

Harvey’s words underline a fundamental truth: personal relationships are the cornerstone of securing high-value deals. This is especially true for middle-market companies, where non-sponsored issuers, like family-owned businesses, place a premium on discretion and tailored financial solutions. Events, when paired with meaningful conversations and personalised follow-ups, become powerful tools for generating proprietary deal flow and solidifying a trusted adviser role.

To achieve success in financial services, a full commitment is essential. This includes carefully selecting the right attendees, designing focused agendas, and ensuring robust follow-up while tracking outcomes. When approached this way, events evolve from being mere expenses to becoming pivotal drivers of growth and market influence.

FAQs

How can private dinners help financial services firms build lasting relationships with key clients?

Private dinners offer financial services firms a chance to cultivate meaningful connections by combining an exclusive setting with a sense of trust. These smaller, more personal gatherings create the perfect environment for tailored discussions that address the individual goals and needs of key clients, helping to build stronger bonds.

In a relaxed atmosphere, these dinners encourage open and candid conversations, which can deepen relationships and leave a memorable impression. Hosting these events consistently not only keeps communication flowing but also reinforces your firm's role as a reliable partner. Over time, this approach can boost client loyalty and even lead to valuable referrals.

How can you choose engaging topics and effectively moderate roundtable discussions in financial services?

To make roundtable discussions in financial services both engaging and productive, start by setting clear objectives and choosing topics that genuinely matter to your audience. Pick issues that spark interest and encourage meaningful conversations. A small, diverse group works best, as it brings a mix of perspectives to the table.

A good moderator is key. Prepare thoughtful questions ahead of time, create a welcoming environment, and guide the discussion without taking over. Make sure everyone has a chance to share their thoughts, keep the conversation on track, and recap key points to maintain focus. This approach not only keeps the discussion productive but also ensures participants feel heard and appreciated.

How can financial services firms assess the success and return on investment (ROI) of private dinners and roundtables?

For financial services firms, evaluating the success and return on investment (ROI) of private dinners and roundtables begins with setting clear objectives. These might include strengthening client relationships, attracting new leads, or enhancing brand awareness. By defining these goals upfront, it becomes easier to measure the event’s effectiveness.

Key metrics to track include attendee engagement, follow-up actions, and new business opportunities. These indicators offer a snapshot of how well the event resonated with participants and whether it achieved its intended purpose.

Looking at tangible results is equally important. Metrics like increased client activity, new partnerships formed, or lead conversions can provide a concrete measure of ROI. Collecting feedback from attendees and analysing post-event interactions can further reveal what worked well and what could be improved, helping to fine-tune future events for even greater impact.