Rachael Smith, Head of Growth at Evelyn Partners and former EasyJet leader, shares how behavioural science, branding, and sales–marketing alignment can drive transformation in both aviation and wealth management. She explores lessons learned from nudge theory on flights, the power of client insight, and why a vertical approach is reshaping the industry. Rachael also discusses the urgent need to build a wealth management model that truly serves women as they become the fastest-growing segment of wealth holders.
