FOR decades, Jamaica’s Diaspora has been one of the country’s most powerful yet under-structured economic forces, deeply connected to home, financially engaged, but often underserved in ways that reflect their growing sophistication. For the VM Group, however, the diaspora has never been an afterthought. And now, with the appointment of Leighton Smith as Group Chief Diaspora Markets Officer, that long-standing relationship is being elevated into a deliberate, group-wide growth strategy.

Smith’s new role represents both continuity and evolution. Having served the VM Group in several senior leadership capacities, most recently as CEO of VM Finance Limited in the United Kingdom, he brings institutional memory, commercial discipline, and an intimate understanding of diaspora behaviour to a mandate that now cuts across the entire group.

“This role is really about orchestration,” Smith explained. “It’s about ensuring that our overseas engagement translates into meaningful financial solutions, deeper relationships, and sustainable growth across all VM entities.”

That distinction matters. While many organisations maintain a presence abroad, Smith is quick to point out that presence alone is no longer enough. “What’s different now is the intentional elevation of diaspora engagement to a group-wide strategic mandate,” he said. “This is about moving from having a strong presence to delivering deliberate impact.”

VM’s relationship with the diaspora is not new. In fact, the group was the first Jamaican financial institution to establish overseas service bureaus, initially to support Jamaicans migrating to the United Kingdom. Long before ‘diaspora strategy’ became part of the corporate lexicon, VM was helping families save, invest, and maintain financial ties to home.

“We met people where they were,” Smith noted. “And we positioned ourselves as a reliable bridge between life overseas and opportunity in Jamaica.”

Today, that bridge must support far more traffic and far more complex needs. The modern Jamaican diaspora is no longer defined solely by remittances or basic savings. Many are professionals, entrepreneurs, second- and third-generation Jamaicans seeking structured investment opportunities, property ownership, retirement planning, and cross-border business solutions.

“The diaspora has evolved significantly,” Smith said. “They’re financially informed, globally mobile, and far more strategic in how they think about wealth.”

That evolution, he argued, demands a different kind of response from financial institutions, one that prioritises integration, access, and trust at scale. Fragmented services, regulatory confusion, and inconsistent advice are no longer acceptable friction points.

Smith’s mandate is to ensure VM delivers a solution-based ecosystem, seamlessly connecting banking, mortgages, investments, pensions, and advisory services across borders. This includes strengthening how VM’s overseas offices originate and support business, improving end-to-end customer journeys, and ensuring teams are equipped to offer culturally aligned, informed guidance.

Equally important is proximity. Smith is based in the United Kingdom, a deliberate choice that allows him to remain closely connected to diaspora communities and their evolving priorities.

“Advocacy is a big part of this role,” he explained. “Listening, engaging, and ensuring diaspora voices inform how we design products, set priorities, and measure success.”

At its core, Smith views his new role as one of stewardship, honouring decades of trust while preparing VM for the next generation of global Jamaicans.

“The diaspora has always been integral to VM’s growth story,” he said. “Now, we’re ensuring that engagement is structured, intentional, and future-focused.”

For a group built on long-term relationships, it’s a timely shift. For the diaspora, it is a signal that their economic influence is not just recognised, but strategically embraced.

“VM has always been a bridge between Jamaicans abroad and opportunity at home,” Smith reflected. “My focus is ensuring that bridge remains strong, relevant and trusted, not just for today’s diaspora, but for generations still to come.”