The Edinburgh headquartered, AI, innovation and transformation business launched in 2025 by iMultiply hired Dr Rojo-Echeburúa following 18-months of growth.

FIN was launched in response to increasing demand from finance leaders seeking practical guidance on artificial intelligence, automation and the future of finance. It has grown into a specialist consultancy and training provider, with a free professional community of more than 400 finance professionals. 

Dr Rojo-Echeburúa holds a PhD in applied mathematics and has significant expertise in artificial intelligence, data science and transformation, bringing both academic rigour and practical experience in helping organisations apply emerging technologies to real business challenges.

She will lead the continued development of FIN’s advisory, transformation and learning services, helping finance leaders move from understanding AI to implementing it effectively within their organisations. She previously worked as head of AI at Data Vita.

Kirsty Mackenzie, founder and director of iMultiply, said: “FIN was created because we kept hearing the same challenge from finance leaders. They could see that AI and automation were going to have a profound impact on their organisations, but many were unsure where to start, what opportunities to prioritise and how to adopt new technologies responsibly.

“Over the last 18 months, FIN has grown from an idea into a consultancy, training provider and thriving professional network. We’ve welcomed more than 400 members into the community, hosted over 40 events, delivered consultancy projects and helped connect organisations with the technology, expertise and opportunities they need to innovate successfully. Bringing Ana into the business represents a significant investment in our future and in the clients we support.

“Ana brings a unique combination of technical expertise, commercial understanding and a genuine passion for helping people embrace innovation. We’re delighted to welcome her to the team.”

Dr Ana Rojo-Echeburúa said: “AI is no longer a future consideration for organisations. Leaders are looking for practical ways to use these technologies to improve decision-making, productivity and performance. The difficult part is choosing well, starting from the problem that is actually worth solving and then picking the approach that suits how the organisation really works.

“What attracted me to FIN was its focus on people, capability and real business outcomes. It has built a strong reputation for bringing together finance professionals, technology experts and industry leaders to share knowledge, challenge thinking and solve genuine business problems. I’m excited to help shape the next stage of that work.”