LMA Edge

LOAN MARKET ASSOCIATION

CONFERENCE

financial services

Project information

Client

Loan Market Association

Location

The Brewery, London

Event type

Financial services and technology conference

Services delivered

Event design and delivery, conference content experience, interactive activations, sponsor integration and networking reception

Format

Live

Outcome

Strong interaction across activations, with post-event data captured to inform future strategy

Related expertise

Financial services events Conference management Our London event team

This year the Loan Market Association (LMA) launched LMA Edge, its first-ever technology-focused event, bringing together innovators, lenders, and industry experts at The Brewery in London. Designed as a future-facing platform for collaboration and insight, the event combined thought leadership with hands-on exploration of the technologies shaping the future of lending.

conference panel with five corporate speakers sat on a stage smiling

The Challenge

The event would launch LMA’s technology and innovation agenda, bring together key players in the market, and maintain LMA’s position as the authoritative voice of the loan market amidst technological changes. LMA wanted to break away from traditional conference formats and create a high-energy, interactive experience that would:

Position LMA as a tech-forward industry leader
Drive meaningful networking and engagement
Showcase innovation in a way that felt practical, immersive and relevant

As event partner, Broadsword worked closely with LMA to design and deliver a festival-style exhibition and content experience, built around interaction. A central networking hub anchored the event, surrounded by plenary sessions and silent-headset breakout content—allowing multiple conversations to happen simultaneously while maintaining a cohesive experience.

Touch screen badge printing kiosks to check into an event with lanyards hung up

The Experience

Broadsword created a series of interactive activations to bring the LMA Edge hub to life:

Interactive Tech Hub – featuring a live heatmap opinion wall and digital resource library, enabling real-time audience insight and content sharing
Immersive Activations – including an AI photo booth, retro vs modern gaming wall, and smoothie bikes
Sponsor Integration – creative brand moments such as a live logo pop maker and fully branded activations
Networking Reception – curated entertainment and personalised cocktails delivered by professional mixologists

Every touchpoint was designed to encourage participation, spark conversation, and extend dwell time. LMA helped to encourage participation by incorporating a scavenger hunt into the event app – connecting experiences across the space to drive exploration and engagement.

The Impact

LMA Edge delivered a standout industry event, achieving:

Strong engagement across all activations
High levels of interaction and participation
Meaningful connections between members, partners, and innovators
A differentiated event format within the financial services sector

Post-event data capture provided LMA with valuable insights to inform future strategy and ongoing engagement.

The result: A bold new event platform that redefined how the loan markets connect, collaborate, and innovate.

A LONDON CORPORATE EVENTS AGENCY

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If you have an impactful event to deliver, a brief that is still taking shape, or a challenge you are not yet sure how to solve, talk to us about it. Our events agency offers full service event management from design to AV and production specialising in financial services and fin tech sector events.

Get in touch with our team to discuss how we can help you with your next corporate event.

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