Sends at FiNext Dubai 2026: AI, trust, and the future of fintech

On 11 February, fintech leaders, regulators, investors, and technology innovators gathered in Dubai for the 8th edition of the FiNext Awards & Conference - a high-energy forum focused on where financial services are headed next.

For Sends, the event was more than another industry conference. It was an opportunity to take part in conversations shaping the future of global finance and to return home with a sense of how far our journey has come.

Our CEO, Alona Shevtsova, joined leaders from across the ecosystem for the panel discussion AI and Machine Learning in Finance, exploring how intelligent systems are reshaping payments, risk management, and digital banking — and what it takes to scale those technologies responsibly. Later that day, she was honoured with the Excellence in Finance – Global FinTech Leadership Award at the FiNext Awards Ceremony.

AI in finance: infrastructure, not an add-on

One message stood out clearly throughout the panel discussion: AI is no longer a side feature or an experimental tool for fintechs. It is becoming part of the infrastructure layer itself.

As payments move faster, become increasingly cross-border, and operate across complex regulatory environments, decision-making must happen in real time — and at scale. That’s where AI and machine learning are proving their value.

At Sends, intelligent systems are embedded across several critical areas:

• Dynamic risk assessment and AML – shifting from static rules toward behaviour-based models that detect anomalies earlier and reduce unnecessary friction.

• Real-time fraud detection – analysing transaction flows and behavioural signals to stop fraud without slowing legitimate payments.

• Automated compliance workflows – supporting teams with smarter alert triage and documentation, so specialists spend more time applying expertise rather than gathering data.

• Back-office optimisation – improving workflow routing, operational resilience, and decision efficiency.

• Customer support and AI assistant – developing AI-powered assistance that provides immediate, policy-aware responses while ensuring seamless escalation to human experts when needed.

The principle behind all of this is simple: innovation only works when trust scales with it. Every AI capability at Sends sits inside a strong governance and regulatory framework. We build with compliance — not around it.

From “regulate after adoption” to partnership

Another key theme of the conversation in Dubai was the evolving relationship between innovation and regulation. The traditional model "innovate first, regulate later"  no longer fits an AI-driven world. Technology evolves too quickly, and reactive regulation can create uncertainty for both companies and consumers. Instead, we advocate for a partnership model where regulators, fintechs, and financial institutions engage early and openly.

The UK offers a strong example through initiatives such as the FCA sandbox and Regulatory Innovation Office, where structured dialogue helps companies test ideas responsibly without slowing progress. Sends has seen the value of this first-hand. Early engagement with regulators during the development of our UK Online Banking payment method helped us refine controls, strengthen security, and launch with greater confidence. The result is a better balance: faster innovation without sacrificing safety or accountability.

Leadership recognition  (and what it means to Sends)

Receiving the Global FinTech Leadership Award at FiNext was a moment of recognition for Alona’s leadership. And a moment of pride for everyone at Sends.

Leadership in fintech is about much more than setting strategy. It means navigating complexity, balancing innovation with responsibility, and creating an environment where ambitious ideas can become trusted financial products. Under Alona’s leadership, Sends has grown with a clear focus on responsible innovation - embracing new technologies while keeping regulation, security, and customer trust at the centre of every decision.

For our team, this recognition reflects something we experience every day: a leadership style that encourages innovation without losing discipline, and that inspires people across product, engineering, risk, compliance, and operations to aim higher.

It also reinforces an important message that strong leadership creates momentum. When a company’s direction is clear, teams are empowered to take ownership, challenge assumptions, and build solutions that last.

Seeing Alona recognised on an international stage makes us even more confident about the path ahead.

Looking ahead

AI will continue to reshape finance, but the real challenge and opportunity lies in building systems that remain human in their purpose: transparent, reliable, and deserving of trust.

At Sends, we see this moment as part of a longer journey. Recognition at FiNext is not an endpoint; it is a reminder of what responsible innovation can achieve when technology, regulation, and leadership move in the same direction.

If you’d like to learn more about Sends or explore partnership opportunities, we’d be happy to connect.