The Finnish financial sector’s representative is now Finance Finland, FFI 18 May 2017 16:08 From Thursday 18 May onward, the Federation of Finnish Financial Services is known as Finance Finland. The association’s English abbreviation, FFI, stays the same. Along with the name change, FFI also freshened up its visual identity. The financial services sector and its lobbying environment are changing at an increasing pace. "We updated our strategy a year ago. As the representative of the modern financial services sector, we have sharpened our efforts and taken an even more forward-looking, proactive stance. The lead agendas of FFI's strategy are related to digitalisation and its opportunities, the reformed funding of welfare services, and the increased flexibility and productivity of working life", says Esko Kivisaari, Acting Managing Director of FFI."Our strategic vision is to be the most efficient representative of Finnish financial sector businesses ‒ and this determination is now also reflected in our name", Kivisaari notes.FFI's mission is to build an operating environment in which its members can do healthy business and offer high-quality services that support Finland's prosperity in the middle of global changes.Tuomo Yli-Huttula, Head of Communications and Public Affairs, points out that as a name, Finance Finland fits the association representing the sector's interests better than "federation", because FFI's members are companies, not other unions or associations.FFI is the Finnish sector's strongest representative with the clearest voice. Its members include banks, insurers, pension companies, securities dealers, fund managers and finance houses. Some members are providers of statutory insurance lines, which account for much of Finnish social security."This kind of cross-sectoral representation is rare elsewhere in Europe. Because of our scope, we have clout both on domestic soil and in Europe", Yli-Huttula says.2017 is Finance Finland's tenth anniversary as the representative of the Finnish financial sector. The new visual identity was designed by Markus Frey from Kubo Creative Agency.