Women’s Commercial Finance Forum looks to the future with new leadership and support

Just months after celebrating its fourth birthday the Women’s Commercial Finance Forum (WCFF), which now boasts more than 1000 members, has announced major changes that will ensure it continues to thrive well into the future.

Yasmine Shah, the forum’s founder and leader since inception, is stepping aside and will be replaced by Donelle Brooks, who serves as head of client and partnerships at TP24 Financial Services.

Ms Shah said she was proud that the WCFF has grown to be the largest community for women in commercial finance, but “it’s time for a fresh leadership approach.”

She said the forum also needed greater access to education, development and recourses, and revealed an agreement with the Finance Brokers Association of Australia (FBAA) that will lock-in this support. 

“The backing from the FBAA will lift our voices and help empower our initiatives that will deliver better support for our members, exposure to a wider range of events, targeted commercial education pathways, and more networking opportunities to connect with peers, mentors, lenders and other dedicated industry stakeholders,” she said.

She also provided the assurance that “all members will always be welcome irrespective of role, industry sector, association or aggregation membership status.”

The FBAA’s chief development officer Joanna James reinforced this commitment to autonomy, emphasising that the WCFF would not lose its independence.

“This is not about us, as we are in the background.

“We were approached to help and wanted to stand beside the many women from the commercial broking and finance sector and develop the industry-at-large,” she said.

Incoming head Donelle Brooks said she was ready to “lead the forum into an exciting new chapter, and will do so with an unwavering passion for the industry and a strong commitment to education.”

She said her focus over the next six months would be on re-engaging with members and partners.

“I aim to foster a collaborative environment that promotes growth, inclusivity, innovation, and excellence in commercial finance.”

“With the support of the FBAA, I look forward to the Women's Commercial Finance Forum reaching new heights.”