It's the shortest month of the year, but February was packed with changes in the finance world. Here’s a quick summary of the biggest shifts we tracked at Honch, with key buying signals that could help you find new opportunities.

New Finance Leaders Starting to Review Suppliers:
In February, 2,016 senior finance leaders joined UK companies. These new hires are stepping into important roles, taking over existing supplier rosters, and planning reviews. This makes them perfect prospects for B2B marketers. Here are some of the key hires:

• Lockton: Mark Jones, International CFO
• Soho House: Darren Sweetland, CFO UK, Europe & Asia
• Smiths Group: Julian Fagge, CFO
• England Rugby: Francesca Pierce, CFO
• Mulberry: Billie O'Connor, CFO

Make sure your marketing programmes always include a focus on newly appointed CFOs and FDs in 2025. Regardless of your ICP, these key buyers will be your best bets for engagement, clicks and new revenue opportunities.

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First-Time FDs: The Ones to Watch
Aside of new appointments, February also saw 648 senior finance promotions. While they're already established in their companies, these prospects come with bigger budgets and more decision-making power. Here are a few to watch:

• Jimmy Choo: Oliver Hazlehurst, Director of Finance EMEA
• Holland Barrett: James Bastock, Finance Director UK&I
• Jellycat: Andrew Fagg, CFO

New Funding = Bigger Budgets
February also saw 84 companies complete funding rounds, unlocking new budgets to invest in growth. Some of the biggest raises included:

• Verdiva Bio: £330.6 million (Series A)
• Synthesia: £145 million (Series D)
• Fundment: £45 million (Series C)
• Vertice: £40.3 million (Series C)
• NatureMetrics: £20 million (Series B)

These companies are now in growth mode, meaning new opportunities for finance solutions providers.

High-Growth Companies
Forget the news cycle for a minute, even with a tough economic climate, 1,500+ companies were actively increasing headount last month. These growing companies are investing more in financial systems and external providers, making them ideal targets for marketing and revenue teams.

Other Finance Trends in February
Here are some key topics from February:

• Acquisitions: 71 companies
• International Expansion: 238 companies
• New CEOs: 244 companies
• New Offices: 353 companies

This Happens Every Month—And Honch Tracks It All
These trends are just from February. Honch tracks these buying signals every day, helping you reach finance decision-makers in real-time. If you want to stay ahead of the competition, we’d love to help.

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