Alchemy Partners interview questions

I was contacted by an agency regarding this position they were advertising on behalf of Alchemy Partners, I had the skillset required apart from having experience in financial services (this was not essential, hence why the agency put me forward for the job). I went to the first stage interview, got a good vibe from the employers, they even showed me round the office after. The same day I heard back from the agency, apparently they thought I was great and had nothing but amazing things to say about me, even down to what I was wearing! I was invited back for a second stage interview which took place 2 days later. Again, it went swimmingly well, got an amazing vibe and impression off the interviewers. I heard back 2 days later, amazing feedback once again, everything was looking very positive. I was told I am the preferred candidate and I should find out more next week. The following week came, I received an email from the agency, Alchemy wanted me to come see them one more time and meet the rest of the team "ahead of preparing your offer" this was their exact words. At this point I thought this is it, they're going to offer me the job. The agency also told me they had no one else lined up and it was just me. The agency told me they wanted me to come in on the following Monday, I gave her my availability and waited to hear back. 2 days later I chased it up, to be told they have decided not to progress with me as they are now looking for someone with financial services experience. To say I feel lied to and lead on is an understatement. They advertised the job as experience in FS not essential. They saw from my CV I have no FS experience, yet they put me through 2 interviews, lead me to believe I was meeting my new team of colleagues and receiving an offer. Shame on you Alchemy Partners, how do you expect the younger generation to get into their dream career if you're not willing to give them a chance to gain the experience.