Helping professional service businesses use events as a strategic marketing tool, not a one-off expense, to strengthen reputation, deepen relationships and support sustainable business growth.
Events are more than gatherings.
They are signals of credibility, expertise and trust.
When they’re designed and delivered strategically, they become a powerful growth channel.
Synergy & Kin Collective bring clarity, structure and intent to your event strategy. Personally deliver high-impact experiences and mentor your team, so you can confidently own this capability long-term.
Our Story
Synergy & Kin Collective was founded by Susie Kidner and Katy Osborne, two friends united by a shared belief that events have the power to build trust, strengthen relationships and elevate a brand’s impact.
As the business has evolved, so have the roles within it.
Today, Synergy & Kin is led by Susie, with Katy supporting in a collaborative capacity, bringing her expertise from both large-scale and private event experiences.
Together, they offer a balance of strategy, creativity and real-world insight, ensuring events are not only beautifully delivered, but commercially and reputationally aligned.
Why This Matters
Professional service businesses know this instinctively:
- Events build trust with clients and prospects
- Well-run experiences elevate brand positioning
- Strategic gatherings open doors for referrals and business growth
And yet, many businesses treat events as something they “should” do rather than something that drives results. That’s where we step in.
Making events strategic, not accidental, by aligning them to your business goals and desired perception in the market. In doing so, you:
- Strengthen your reputation
- Deepen meaningful relationships
- Create a repeatable, measurable system for growth
Strategy → Delivery → Mentorship
This is how events become more than experiences. They become business drivers.
Who We Work With
Partnering with professional service businesses that:
- Sell high-value services
- Rely on trust, relationships and reputation
- Want strategic, not scattergun, event activity
- See events as a growth channel, not a cost
This includes:
- Financial & wealth management practices
- Legal practices
- Accountancy and advisory businesses
- Consultancies and professional services businesses
With extensive experience in marketing and corporate event strategy, including implementing structured event processes across financial services practices, Susie blends strategic thinking with hands-on delivery.
Susie has:
- Designed and delivered over 200 high-impact corporate events
- Helped teams embed repeatable event systems
- Mentored professionals to confidently lead events internally
Her mission is simple:
Empower businesses to leverage events as a strategic advantage, not just a calendar commitment.
Here’s what clients say
Here’s what clients say
Ready to Talk Strategy?
If you want your events to deliver reputation, relationships and growth — let’s connect.
The Synergy & Kin Approach
At Synergy & Kin Collective we believe that:
✅ Events should support business outcomes
✅ Every client interaction reflects how you want your firm to be perceived
✅ Internal capability is as important as external execution
Together, we build experiences that:
- Strengthen reputation
- Deepen relationships
- Create repeatable growth
Katy
Private & Corporate Event Planner
Katy, an award-winning Event Planner known for creating seamless, memorable experiences for both private and corporate clients.
With over a decade of experience in the events industry, Katy specialises in planning everything from wedding celebrations and private functions to business exhibitions, award ceremonies and product launches. Her ability to combine creativity with meticulous organisation makes her a trusted name across the Midlands and beyond.
Katy has built a strong reputation among SME clients for her professionalism, calm approach, and attention to detail. As a reflection of her drive and the impact she’s made in the industry she was named:
- Winner - Theo Paphitis SBS Award Winner 2025
- Finalist - FSB Midlands Start-Up Awards 2022
- Finalist - Woman Who Achieves Awards 2021 & 2022
Highly regarded for her warm personality, Katy has clear communication, and ability to think on her feet, especially when managing live events. Whether she’s behind the scenes coordinating logistics or front-of-house welcoming guests and acting as host, Katy ensures every event feels effortless for her clients and unforgettable for their guests.