Gen Asenova

Gen leads our Clients Team, guiding how we build and sustain relationships with firms across the professional services industry. She and her team work closely with firms to understand their most pressing challenges, ensuring Source’s data, research, and insights provide real value in helping them anticipate change and seize opportunities. Gen plays a key role in shaping Source's client engagement model, supporting key relationships, and ensuring that firms feel our commitment to long-term partnership and impact at every touchpoint.

With over two decades of experience in client-facing roles, Gen has developed a nuanced understanding of market dynamics, firm structures, and the complex challenges facing professional services leaders. She leverages this expertise to ensure the Clients Team focuses not only on immediate priorities but also on building trusted, lasting relationships that grow over time.

Under Gen’s leadership, the Clients Team ensures that every engagement with Source is underpinned by a clear understanding of firms’ challenges and by a commitment to delivering intelligence that drives meaningful, lasting impact.