LMA Edge

LOAN MARKET ASSOCIATION

CONFERENCE

financial services

https://vimeo.com/1191841365?share=copy&fl=sv&fe=ci

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.

The Challenge

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

The Solution

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.

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.