Engage fi Focuses on Financial Services Thought Leadership; Appoints Virginia Heyburn as Director of Research, Insights and Advocacy

The creation of this new role further demonstrates the company’s commitment to innovation and developing new ways to support financial institutions.

Engage fi





TAMPA, Fla. (Oct. 4, 2022)—Engage fi announced today it has appointed Virginia Heyburn as Director of Research, Insights and Advocacy. As a trusted industry expert and strategic banking advisor for more than 25 years, Heyburn will enable Engage fi to create an unparalleled customer experience in a rapidly shifting market environment.


“The formation of this new position will strengthen our ability to continue to innovate and solve many of the complex banking challenges our customers face daily,” said Jenn Addabbo, chief executive officer, and co-founder, Engage fi. “It is critical that we have a deep understanding of the needs of our customers. I know Virginia can find new ways to support and facilitate the proper strategies to drive meaningful change for bankers, their clients, and the communities they serve. We are excited to have her as part of our team.”


Heyburn is a seasoned executive who has been at the forefront of the banking industry, advising on a wide range of emerging and complex issues. In addition, she has served as a strategic advisor to financial institutions, helping them create essential distinction through rapid adaptation to industry and consumer trends, business drivers, and technology change. A respected and known expert in core banking, digital transformation, payments, risk management, and fintech, she previously held various strategic roles at Fiserv, including Vice President of Strategic Marketing, Insights and Advocacy. Prior to that, she served for 10 years as Research Director at TowerGroup.


“I am excited for this new opportunity at Engage fi to work in a collaborative environment with financial institutions reviewing current industry trends, emerging technologies, and alternative threats and challenges to the banking markets,” said Heyburn. “I chose to work with this amazing team at Engage fi based on their forward-thinking vision, a culture that is inclusive and client-focused driven. My genuine desire is to share my extensive research and strategies with their community of clients.”


As a trained economist from the University of Kassel, Germany, Heyburn is a sought-after speaker at financial industry events and has written many articles for trade magazines and industry publications. She enjoys inspiring her audiences to think about innovative ways to attract and delight a new generation of customers.


About Engage fi

Engage fi, a technology and financial institution consulting firm, provides a range of services to help banks and credit unions develop strategies and select partners with a primary focus on customer experience and long-term relevance. For more information about Engage fi, visit our website at www.engagefi.com.