As headline sponsors for this year’s East Midlands Finance Awards (EMFA), Cooper Parry (CP) brings more than just a name to the table. Over the years, Distinct has enjoyed a dynamic relationship with CP. Both rooted in the Midlands and certified B Corps; our shared core values made CP the ideal sponsor for an event championing innovation and excellence in finance.
In addition to sponsoring the EMFA 2026, we were lucky enough to have three esteemed members of the CP team on our external judging panel. Amy Broomhead (Director of Commercial Finance) and Sarah Gowar (Head of Finance Operations) judged the “Unsung Hero” category, while Paul Rowley (Partner) lent his expertise to the “Finance Leader of the Year” category.
We recently caught up with the team to discuss why they stepped up as headline sponsors, the unique energy of the East Midlands and how they are navigating the future of AI and sustainability.
Championing the region
What was it about the EMFA specifically that made you want to be the headline sponsor this year?
The awards and the people who enter them are jam-packed with ambition. That’s something we really resonate with. The EMFA shines a light on the kind of talent, innovation and energy that aligns perfectly with our thinking and culture. Sponsoring them is about championing a region and a community we’re deeply invested in at CP, and we want to celebrate the people who are shaking things up.
From your perspective, what makes the East Midlands finance community so unique?
The East Midlands finance community has this brilliant mix of heritage and forward-thinking energy. You’ve got established businesses evolving at pace, alongside ambitious scale-ups doing things differently. We’re incredibly proud to have been in this region for over 175 years.
When you were looking at the nominees in your categories, were there any specific skills or “rebel” traits, in line with CP’s values, that stood out to you?
We saw people challenging the status quo, embracing change early and not being afraid to make big calls. That ‘rebel’ mindset we love, such as being curious, commercial and a bit disruptive, is exactly what drives real progress. These individuals showcased that they think differently and deliver the impact to back it up.
Pictured from left to right: Amy Broomhead, Sarah Gowar and Paul Rowley.
The B Corp journey
Is it important for CP to partner with other B Corp organisations?
100%. Being a B Corp isn’t a badge; it’s a commitment. One that gets stronger when you collaborate with like-minded organisations such as Distinct, who hold themselves to the same standards. Working with other B Corps means shared values, better conversations and ultimately better outcomes. We want to be part of an ecosystem of businesses that are all pushing in the same direction.
How has your B Corp journey changed how you handle daily operations or how you advise clients on growth?
Internally, it has sharpened our focus on accountability; from sustainability and governance to how we support our people day to day. Externally, it’s pushed us to evolve our advice. We’ve created a Sustainability Advisory offering to help clients move beyond good intentions to practical, measurable action. We’re embedding ESG into our strategy, rather than treating it as a bolt-on. Clients are asking bigger, more complex questions, and we’re helping them to balance commercial success with meaningful impact.
The digital future & CP’s culture
We’re seeing a massive shift toward AI. How is CP helping clients move past the ‘hype’ and implement it responsibly?
We recognise that AI isn’t a silver bullet; it’s a tool. The real value comes from understanding where it genuinely moves the dial and where it doesn’t. Through Cooper Parry Digital, we’re hands-on, helping clients embed the right tech in a way that actually works, which is a journey we’ve been on ourselves. That means focusing on real-world use cases, getting data foundations right and putting proper governance in place from day one. We encourage clients to be smart, not just fast.
CP famously focuses on culture and wellbeing. What is your #1 piece of advice for other firms looking to attract and retain top-tier talent?
Stop thinking about perks and start thinking about your purpose. Top talent isn’t just looking for a job; they’re looking for somewhere they can grow, be heard and do meaningful work. If you get that right, everything else — attraction, retention and performance will follow.
A huge thank you to Cooper Parry for being our headline sponsors for EMFA 2026 and for sharing these insights. We would also like to thank Amy, Sarah and Paul for taking on the unenviable task of deciding the winners and runners-up in their respective categories!
About Cooper Parry
With a maverick, entrepreneurial spirit at our core, we’re here to ‘Disrupt, Lead and Make Life Count’ – for our people, clients, communities, and the planet.
We’re building the next-gen professional services group as the undisputed mid-market heavyweight. One that’s fully integrated, totally scaled and tech-enabled for dynamic growth. A business that delivers exceptional outcomes for clients while creating a workplace people actually want to be part of.
That means doubling down on our B Corp commitment, pushing boundaries with tech, and staying laser-focused on people – our team, our clients, and the communities we’re part of. Growth matters, of course, but how we grow matters more.
