OFX appoints Liz Lord to drive broader business offer
OFX has appointed Liz Lord as chief marketing officer as it broadens its offer beyond international payments.
Lord brings a background in digital payments and financial services marketing, including a previous role as chief marketing officer at PayPal Australia. Most recently, she ran a marketing consultancy focused on growth strategy and customer engagement.
Her appointment adds senior marketing leadership as OFX expands its business platform. She will oversee global brand, customer acquisition and go-to-market strategy across the company's broader product set for business customers.
The move signals a shift in emphasis at the Sydney-headquartered group, long known for cross-border payments. OFX is building a wider suite of financial operations tools for businesses and accounting firms managing payments, spending and cash flow across multiple markets.
Broader offer
The expanded range includes global business accounts for holding, collecting and paying in multiple currencies, corporate cards, spend management software and accounts payable automation. OFX also integrates with accounting platforms including Xero and QuickBooks Online.
Demand is rising among businesses for greater control over cross-border payments, spending and cash flow management. That is shaping OFX's effort to position itself less as a payments specialist and more as a provider of finance workflow tools.
Josh Goines, chief growth officer at OFX, said the appointment comes at an important time for the business. "We are thrilled to welcome Liz at a pivotal moment in our evolution," he said. "Her track record of building standout brands and delivering commercial results, especially in digital transformation and customer acquisition, will be invaluable. It's the right leadership at the right time."
Marketing focus
Lord's remit spans branding and product positioning as OFX seeks wider adoption of its newer services. Her role is likely to focus on how the company presents the link between international payments, card-based spending, expense management and invoice processing within a single customer proposition.
Before joining OFX, Lord spent more than two decades in marketing roles across digital payments and financial services. Her experience at PayPal Australia gives her direct exposure to a market where established payments groups are trying to deepen ties with business customers through broader software and financial administration tools.
That pattern is becoming more common across fintech and payments as providers look to increase revenue per customer and embed their products more deeply in day-to-day finance processes. For business users, the appeal often lies in reducing the number of separate systems needed to handle international payments, staff spending, supplier invoices and cash visibility.
Lord said the opportunity lies in simplifying that complexity. "Many businesses still manage cross-border payments, cards and expenses in disconnected systems," she said. "OFX has a clear opportunity to simplify that complexity. The combination of digital capability and human expertise is a genuine point of difference. My focus is to ensure customers understand the breadth of what OFX now offers and the practical value it delivers to finance teams."
Company footprint
OFX is headquartered in Sydney and operates in markets including the United States, Canada, the United Kingdom, Ireland, New Zealand, Singapore and Hong Kong. It has more than 700 employees, is licensed in 50 jurisdictions and is regulated by more than 50 regulators globally.
Listed on the ASX since 2013, OFX has spent more than 25 years in global money movement. Its current product set includes payments to 180 countries in more than 30 currencies, alongside currency risk management, business accounts, corporate cards, spend management, bill payments, vendor management and software integrations.