David is the CEO of 11:FS and since his dream of being a sportsperson was crushed (along with the ligaments in his knee!) and he had to get a proper job, he has worked in pretty much every angle of the financial services industry never losing that competitive desire to drive forward and win. Having pitched, established, and run billion-pound transformations for some of the biggest FS companies on the planet, the realization that digital financial services is only 1% finished has spurred his desire to establish an organization that can actually support the industry through its greatest challenge.