How the company is weaving long-term social investment into its identity through sport, youth support, workplace culture and community partnerships
Corporate Social Responsibility (CSR) and the broader framework of Environmental, Social and Governance (ESG) have evolved from optional corporate undertakings to essential markers of business maturity. For global companies operating across diverse markets and cultures, how they articulate that responsibility – both internally and outwardly – has become a defining characteristic of their reputational strength.
The FinTech company XM belongs to the class of organisations that no longer treat CSR as a supporting pillar; instead, it is central to how the company defines its mission, values and long-term ambitions.
Across 2024 and 2025, XM released a series of initiatives that together form a cohesive narrative: a company actively reshaping the boundaries of corporate citizenship in Cyprus and abroad.
These initiatives span sports, workplace culture, autism support, youth protection, entrepreneurship, humanitarian assistance and community wellbeing. They also highlight a consistent internal philosophy – that technological advancement and economic success become meaningful only when paired with deliberate, structured investment in people.
By revisiting major announcements issued throughout the year, a broader and more comprehensive picture emerges.
XM’s CSR agenda is not simply a collage of philanthropic acts; it is an integrated strategy that grows in proportion to the company itself.
It is a demonstration of how a globally expanding FinTech player sees social impact not as an accessory but as a responsibility woven into the company’s fabric.
Limassol Marathon: Sport as community infrastructure
The Limassol Marathon is widely considered one of Cyprus’s flagship sporting events. Over the years, it has grown from a local race into a globally recognised sporting weekend, attracting elite athletes, amateur runners, charity groups, corporate teams and families.
In 2025, the event entered a new era: it was officially restructured under the name XM Limassol Marathon, marking the beginning of a major partnership between the race organisers and XM.
For XM, becoming the title partner of the largest sporting event in Cyprus was not an exercise in brand visibility. Rather, it was framed as a long-term investment in community wellbeing, athletic culture, and the local tourism economy.
Sports and wellbeing are recurring themes across XM’s existing CSR portfolio, making the partnership a natural extension of its broader social strategy.
Spyros Spyrou, Chairman of the Limassol Marathon Board, hailed the sporting event’s tie with XM.
“The partnership with XM opens a new, exciting chapter for the Limassol Marathon, a journey filled with opportunities, solidarity and international reach,” he noted. “XM is a leader in corporate social responsibility initiatives and a passionate ally in our mission. Our goal is for the Limassol Marathon to promote not only sport, but also to enhance Limassol’s global presence, encourage volunteerism, inclusion and environmental awareness. With XM, we aim to raise the bar even higher, offering runners an enhanced experience and giving even more back to society.”
The involvement of XM has introduced a refreshed identity to the event, incorporating enhanced organisational support, improved race infrastructure and innovative engagement with the local community.
The company emphasised that its goal is to “elevate the Marathon to new heights,” but also to preserve its community-driven spirit and its role in promoting a culture of health and inclusivity.
Limassol Mayor Yiannis Armeftis highlighted the significance of the collaboration for his city. “This is a truly Limassolian affair, and I firmly believe that both the event and the partnership behind it can significantly elevate the city’s profile,” he stressed.
“This initiative has my full support, as well as the backing of the Limassol Municipal Council. As a Municipality, we are committed to facilitating every effort that benefits and promotes our city. With events of this calibre, neither the mayor nor the wider local community should be absent. We are present, wholeheartedly and with full commitment.”
The marathon’s transformation under the new partnership reflects the increasingly important role corporate actors play in sustaining national sporting events, especially as they expand into world-class spectacles requiring significant logistical and financial resources.
By aligning itself with a multi-day sporting celebration that draws thousands of participants each year, XM reinforces its commitment to physical wellbeing, social cohesion and the local economy – a theme that resurfaces in many of its CSR initiatives.
Sports, in this context, are treated not merely as recreational activities but as community infrastructure. The marathon becomes a shared space – one that brings together residents, families, schools, volunteers, businesses and international visitors.
XM’s engagement positions the company as a long-term steward of this platform, maintaining the balance between professional athletic excellence and inclusive community participation.
The “Colour & Light by XM” Centre
Among XM’s CSR projects, few carry as much depth and transformative potential as the “Colour & Light by XM” Centre for children on the autism spectrum. Established in Limassol in 2024, the Centre has quickly become a landmark example of how private-sector initiatives can build long-term social infrastructure capable of generating real, measurable impact.
Housed in modern, purpose-built facilities and operated by the Cyprus Association for People with Autism, the Centre represents a fully funded XM initiative – from construction to equipment, staffing and operations.
This level of involvement places XM at the heart of the Centre’s existence, but without overtaking the professional and scientific independence of the specialists who run it.
It is a collaborative model that balances private funding with institutional expertise and social purpose.
Now in its second year of operation, “Colour & Light” offers programmes built around internationally recognised autism-support methodologies, including Applied Behaviour Analysis (ABA), TEACCH, and sensory integration.
Its multidisciplinary team of psychologists, therapists, and educators work with each child individually, designing programmes that address specific needs rather than relying on generic, one-size-fits-all solutions.
Tasoula Georgiadou, Chair of the Board of the Cyprus Association for People with Autism, explains the Centre’s philosophy succinctly: early intervention changes lives. Her emphasis on personalised support underscores the Centre’s mission to create a small, supportive community where both children and families feel seen, understood and empowered.
The Centre’s achievements in its first two years speak for themselves.
More than 14 children and their families have received dedicated support, with 85 per cent demonstrating marked improvement in communication and social interaction, according to internal evaluation data.
The Centre operates year-round, offering speech therapy, occupational therapy, psychological support and social skills training through a dedicated team of nine specialists.
“Behind every child stands a team of professionals working tirelessly – not just to support the child, but their entire family,” Georgiadou explains. It is a statement that captures the essence of the Centre’s purpose: to give voice to what cannot be expressed in words, and to offer a safe environment in which children can grow in confidence and independence.
While the numbers matter, the philosophy matters more.
“Colour & Light” exists not as a philanthropic gesture but as a structural intervention – a model for how the private sector can partner with civil society to address long-standing gaps in social infrastructure. It is the kind of initiative that reshapes community expectations and sets new standards for what corporate involvement in social welfare can look like.
Building continuity rather than one-off contributions
Several months after the launch of the Centre, XM reinforced its commitment with a renewed support agreement – a move that signals long-term investment rather than a short-lived CSR campaign.
This renewal is significant because many CSR initiatives in the corporate landscape – even well-intentioned ones – suffer from instability.
Projects are launched with enthusiasm but later abandoned when budgets shift or priorities change. XM’s decision to reaffirm its support for “Colour & Light” demonstrates a different approach: continuity, stability and long-term social responsibility.
In reaffirming its commitment, XM positioned the Centre not as a temporary project but as a living institution with growing responsibilities. The company recognises that true impact results not from one-time funding but from consistent support that enables the Centre to plan confidently for the future, expand its programmes and deepen its contribution to Cypriot society.
The renewed partnership also reflects XM’s belief that social initiatives require both financial and organisational stability. By ensuring that the Centre’s operations remain uninterrupted, XM reinforces a broader message: corporate responsibility should be measured in years, not news cycles.
CSR begins from within
CSR is often associated with outward-facing community initiatives, but the internal social environment of a company – its culture, values, and treatment of employees – is equally crucial.
In October 2025, XM was ranked among the 100 Best Employers in Europe for the second consecutive year, according to the Fortune 100 Best Companies to Work For™ in Europe list.
The ranking, published in collaboration with the internationally recognised organisation Great Place to Work®, highlights XM’s approach to workplace wellbeing, talent development, and organisational culture. For a company that has grown rapidly on the global stage, these recognitions serve as external validation that its internal priorities align with international standards of excellence.
Group Chief People & Culture Officer, Maria Hadjipanteli, describes workplace wellbeing as an “ongoing effort with vision, strategy and investment.” It is not a programme with a deadline but a continuous process shaped by modern workplace expectations and evolving employee needs.
Her statement reflects a contemporary understanding of employer responsibility: that the workplace must be designed to inspire, motivate, and protect employees, giving them the tools to excel both professionally and personally. XM’s motto – “Work somewhere awesome” – serves as both an internal promise and a strategic objective.
In a global environment where companies compete intensely for talent, such recognitions elevate XM’s profile as a progressive and employee-centered workplace. They also reinforce the narrative that CSR is not limited to external contributions; it begins at home, within the organisation itself.
Celebrating heritage through ‘Think of the Village’
Alongside these initiatives came another project illustrating the cultural dimension of XM’s CSR philosophy. As part of its “Think of the Village” programme, the company collaborated with Cypriot singer Loukas Giorkas to create a song dedicated to Cyprus’s villages, their rhythms, their traditions and the people who sustain them.
The song serves as a tribute to the hospitality, craftsmanship and rural identity of communities across the island. Verses written in the Cypriot dialect convey the spirit of village life through references to local produce, long-standing customs and the festive warmth that characterises the countryside.
The accompanying video, filmed in villages such as Foini, Kyperounta and Kathikas, captures the authentic beauty of the Cypriot landscape and the resilience of communities whose traditions remain central to the island’s cultural identity.
This project draws inspiration from XM’s long-standing “Think of the Village” programme, launched in 2020, which supports rural communities by assisting families, elderly residents and children. To date, the programme has benefited tens of thousands of people, contributing to the social cohesion and economic vitality of dozens of villages.
Its aim has always been to strengthen local economies, promote Cypriot products and encourage visits throughout the year, helping preserve centuries-old traditions in a rapidly modernising world.
The timing of the song’s release carries an additional layer of meaning, as it pays tribute to the communities affected by the wildfires of July 2025 and serves as a message of solidarity, support and renewal.
Through this cultural initiative, XM demonstrates that its understanding of corporate responsibility extends beyond immediate needs and into the preservation of cultural identity, collective memory and intergenerational continuity.
Awards recognising a multifaceted engagement
In October 2025, XM received eight distinctions at the Corporate Social Responsibility Awards, part of the Responsible Business Awards organised by BOUSSIAS Cyprus. The breadth of these awards reflects the extensive range of the company’s CSR activity, acknowledging initiatives that span social welfare, education, innovation, humanitarian support and community wellbeing.
The honours included three Gold, three Silver and two Bronze awards, each recognising a different facet of XM’s engagement with society and sustainable development.
The Gold distinctions celebrated the company’s creation of the “Colour & Light by XM” Centre for children with autism, acknowledging both its innovation and its collaborative model of social partnership, while also recognising XM’s long-term support of the “Hope for Children” Helpline 1466, a national service that plays a critical role in combating bullying and offering immediate support to vulnerable young people.
These two initiatives, taken together, highlight the company’s sustained investment in youth wellbeing and equal opportunity – core themes of its broader CSR philosophy.
The Silver awards acknowledged XM’s support for innovation and entrepreneurship, recognising the company’s role as an ally in nurturing new ideas, empowering young innovators and contributing to a more dynamic economic ecosystem. These honours reflect a view of CSR that prioritises long-term intellectual and economic development, rather than short-term philanthropic intervention.
Meanwhile, the Bronze awards drew attention to XM’s humanitarian efforts in Uganda and its ongoing investment in community health and safety. Both demonstrate the company’s willingness to look beyond the local and engage with global humanitarian challenges, reinforcing a broader understanding of responsible corporate citizenship.
Collectively, these eight awards underscore XM’s multifaceted approach to CSR, with initiatives that meet social needs across a wide spectrum and contribute tangible, measurable value to communities at home and abroad.
They highlight an organisation committed to delivering structured, measurable and long-term impact across every community in which it operates.
Responsibility as part of organisational identity
Considered individually, each of XM’s initiatives tells its own distinct story.
Viewed together, they reveal a coherent philosophy that treats responsibility not as symbolic obligation but as an active component of the company’s identity.
The renewed support for the “Colour & Light” Centre, the sustained engagement with youth-oriented programmes and the long-term partnership with the Limassol Marathon all point towards a commitment that prefers structural continuity over one-off gestures.
Across all its activities, XM consistently frames social wellbeing as a measure of corporate success. This approach appears not only in external projects – such as contributions to children’s support services or anti-bullying initiatives – but also internally, through its investment in workplace culture and employee development. Collaboration emerges as another central theme.
By working alongside experts, associations, NGOs and community organisations, XM ensures that its efforts are informed by specialist knowledge rather than corporate assumptions.
A steady focus on youth, inclusion and opportunity links many of the company’s projects, from early-intervention autism programmes to services that safeguard vulnerable children, initiatives that encourage the next generation of entrepreneurs and programmes that preserve cultural heritage in rural communities.
Through these partnerships and programmes, XM aligns itself with both local and international communities, maintaining strong ties to Cyprus while contributing to broader social efforts abroad.
Taken together, this integrated approach positions XM as an active participant in shaping the social environment in which it operates. CSR, in this context, is not treated as an accessory or standalone activity but as an element of the company’s strategic planning, organisational culture and everyday decision-making.
The broader implication: CSR as sustainable strategy
In many industries, CSR initiatives are still treated as auxiliary programmes – gestures that accompany core commercial activities but remain outside the strategic centre. XM’s approach offers an alternative model: CSR as a growth strategy, a cultural framework, and a way to anchor a company’s identity in trust, credibility, and long-term impact.
As global standards continue shifting toward accountability, sustainability, and inclusive growth, companies that internalise CSR not merely as a reporting requirement but as an operational philosophy will be best positioned to innovate, attract talent, and maintain public confidence.
For XM, the past two years illustrate that such alignment is not only possible but productive.
The company’s investment in social wellbeing, education, cultural preservation and community development strengthens its legitimacy at a time when corporate influence is under heightened scrutiny. Its workplace culture recognitions validate its internal priorities. Its humanitarian projects expand its impact beyond national borders. And its partnerships – from sports to social care to the safeguarding of rural heritage – reinforce the message that success is shared when society benefits alongside the company.
A coherent narrative of responsibility
The releases issued by XM throughout 2024 and 2025 tell a story that is broader than any one initiative. They depict a company steadily expanding its social footprint, deepening its connections with the community, and embedding CSR principles into the architecture of its corporate identity.
Through long-term investments in autism support, youth protection, athletic culture, cultural heritage, workplace excellence, innovation and humanitarian outreach, XM has constructed a diversified and resilient CSR portfolio. Together, these initiatives paint a picture of a company that views responsibility as both an obligation and an opportunity to contribute meaningfully to the society in which it operates.
In an era when the credibility of corporations is increasingly evaluated through the lens of social and environmental responsibility, XM offers a case study in how a global FinTech enterprise can adapt its influence toward collective benefit.
By integrating CSR with strategy, culture and community engagement, the company sets a benchmark for what modern corporate citizenship can look like.
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