Ei’s Global Account Director Jack Sampson shares his first-hand experience of Money 20/20 last week in Amsterdam.

As someone who approaches most things client-related through a quantitative lens, I tend to lean on data, logic, and structure to guide decisions. It’s how I strip out emotion and offer clear, practical advice.

Last week, I finally attended Money20/20 Europe in person.

I’ve reviewed the decks, analysed the value, shaped conference strategies for years. I knew the event worked. But being there—on the ground, watching strategies unfold in real time—hit differently.

The buzz on the floor was immediate. Meetings were happening everywhere—scheduled, focused, purposeful. I even spoke to sponsors who had turned down hundreds of meeting requests, just to stay sharp.

Banks, merchants, payments solution partners—it all clicked into place like a Rubik’s Cube.

What really stood out was how well-prepared some players were. The banks, in particular, had a strong, polished presence—clearly set up for high-volume, high-quality meetings. It all ran like clockwork.

Equally impressive were several payments companies. Their stand designs built in flexibility and flow, creating space for spontaneous conversations alongside the pre-booked ones. I saw very few empty booths. Everyone was talking to someone.

And that’s the heart of it: connection.

It also got me thinking about how companies show up at events like these. A strong media strategy—earned and paid—is just as important as being on stage. Big events draw big attention. The question is: are you visible to the right people at the right time?

My colleague Lydia recently wrote a brilliant piece on measuring conference ROI. For me, this is it: real, in-person engagement. If a conference doesn’t enable that—through smart tech, transparent matchmaking, or a well-structured content programme—it’s a red flag.

Event producers should be helping their partners maximise the experience. If you’re not sharing delegate info or offering at least a basic matchmaking tool, you’re not just missing a trick—you’re holding back your participants.

In a world full of convening opportunities, let’s not forget the basics: meetings matter.