Women in Fintech Challenge Status Quo on IWD 2025

The fintech industry stands at a crossroads this International Women's Day, with its theme of "Accelerate Action" resonating deeply among female leaders in the sector. 

While progress has been made with more women in leadership roles, these executives are calling for concrete measures beyond annual celebrations—from diverse hiring practices to mentorship programmes and equal funding opportunities—to create lasting change in an industry where gender disparity remains stubbornly embedded.

Jenny Hadlow, COO at Checkout.com

"This International Women's Day theme 'Accelerate Action' is incredibly relevant given the backdrop of DEI rollbacks in the US. It requires intentional and constant effort for us to drive equality for underrepresented or marginalised groups.

"As women in technology, we are that - unrepresented. With women making up half of the global population, we all need to accelerate action at this moment, not slow down or be satisfied with our progress, to ensure we build inclusive hiring practices, company cultures, and career paths.

"At Checkout.com, we set a hiring goal in 2023 for all new hires to the company to be at least 40% female or non-binary. I'm really pleased that we crushed that goal in 2024. I'm also proud to say that we have reached gender parity in my own department, Operations.

"There is work left to be done - as with senior roles in many businesses - female representation still remains skewed, so I turn my focus in 2025 to how we assess career development and promotional opportunities for junior female members of staff to become the next generation of leaders, as well as ensuring we source internal candidates and diverse external candidates for all our senior openings.

"There is no silver bullet to improving gender representation – there's so many factors in the employee life cycle and small, incremental improvements we can make. There is a big element to talent acquisition and ensuring we have diverse slates with hiring and interviewing.

"We also need to protect the retention of more junior, diverse employees and develop them in the company. It's culture, it's policy, it's benefits. It doesn't have to be any big bang programme, but it's small intentional decisions that add up to a company that attracts top, female talent.

"One thing I've found really powerful as a working mother, is how often my senior male counterparts speak about their children and parenting demands. They bring being a parent to work and to their management style, which gives me a lot of comfort and a sense of belonging in balancing being a mother. There is a lot our allies can do in how they behave to build that inclusive culture."

Ugne Buraciene, CEO of payabl.

"This year's International Women's Day is focusing on 'accelerate action' – and at the moment there is a real lack of action when it comes to representation at the top – especially in fintech. Companies should focus on getting more women into leadership roles not just solely through hiring but also by creating real pathways for career growth.

"Diversity is a business strength, not a box-ticking exercise and tackling systematic barriers including biased promotion structures, lack of mentorship, and the preconception that women should prove themselves more than men, can help create diverse work environments where talent wants to stay and succeed."

"I have always found that one of the biggest challenges for women in leadership is the unwritten expectation that we should fit a specific mold – strong, but not 'too' strong; confident, but not 'too' confident. I've learned to navigate that by being unapologetically myself."

"Over the past decade the fintech industry has seen some progress as more female founders and leaders emerge, yet women receive a fraction of the funding that men do. Investing in women-led businesses and providing networking systems for women in the industry will be key to accelerating the action this year's International Women's Day is all about."

Sarah Spoja, CFO, Tipalti

"In an industry long dominated by men, the voices of female CFOs are rising—but there's still significant ground to cover to accelerate women's representation. Twenty-five years ago, fewer than 5% of S&P 500 companies had female CFOs—just 23 in total.

"Today, that number has quadrupled to 18%, signalling progress while also underscoring the need for further growth.

"As someone who took an unconventional path to the CFO—without a traditional background in accounting or finance—I've found immense value in learning from others' experiences, especially from women who have come before me.

"For women stepping into their first CFO role, this kind of shared wisdom is invaluable. I'm a firm believer that overcoming imposter syndrome and growing into a confident leader is best achieved by tapping into the expertise and support of the inspiring women who have paved the way in finance."

Flavia Alzetta, Chief Business Officer – Financial Services, Soldo

"Accelerating action requires a multifaceted approach to address systematic barriers, biases and structural challenges.

"Meaningful change starts at the top, with four key areas senior leadership should focus on: agreeing clear diversity goals (e.g. ensuring women are in leadership positions and recruitment shortlists); mitigating bias in hiring and promotions through objective evaluation metrics and diverse panels; actively sponsoring women via mentorship programmes, stretch assignments and high-visibility opportunities; and finally, fostering an inclusive workplace with initiatives like flexible work policies and equal pay and transparency."

"Early in my career, I was fortunate to work for an organisation that championed diversity before it became common practice. I've seen firsthand that what gets measured gets done and ultimately, barriers can be broken when the right initiatives are in place."

Aysun Ahi, Chief People Officer at OpenPayd

"International Women's Day is more than just a time to celebrate, it's a reminder for action. When it's reduced to a week-long, tick-box or marketing exercise, it loses its true impact.

"Real change goes beyond hashtags and campaigns, it comes from policies, pay equity, and fostering cultures where women are given equal opportunities to succeed and thrive every day of the year.

"If fintech is about shaping the future of financial services, then that future must be built by diverse voices at every level. Women in fintech aren't just part of the industry, they're driving it forward, breaking barriers, and redefining leadership.

"And while progress in the industry is evident, and more companies are actively prioritising inclusion, challenges remain. We must ensure that conversations don't stop at awareness; they must translate into tangible action and progress.

"Organisations must make diversity and inclusion a year-round commitment, not just an annual conversation. This means fostering a culture where daily actions, through hiring, mentorship, and leadership, uplift women. It requires zero tolerance for toxicity, fair opportunities, flexible policies, and leaders who model inclusivity.

"It's time for gender equality to move beyond a 'women's issue' and become a fundamental part of organisational strategy. Leadership must set the tone, creating environments where success is defined by talent, vision, and impact, not gender.

"IWD is a catalyst, but real change happens with action."

Jayne Sibley, CEO of Sibstar

"At Sibstar, we've been fortunate enough to gain support from some of the most inspiring female leaders in business, including our Dragon's Den investors Deborah Meaden and Sara Davies, as well as fellow female fintech founder Louise Hill.

"Their backing has been instrumental in our success, but the reality is that for many female founders, the odds remain stacked against them. In 2024, less than 3% of all venture capital funding went to female-founded businesses – clear evidence that change is urgently needed.

"The theme for this year's International Women's Day, 'Accelerate Action,' couldn't be more fitting. Real change doesn't happen by waiting, it happens when we push forward.

"Yes, we need more female founders, but we also need more female funders – so we can pitch to decision-makers who truly understand our value and can address the unconscious bias that is currently holding women back.

"Improving gender equality is not just a matter of fairness - it's a proven driver of economic growth. Female-led businesses contribute £105 billion to the UK economy, yet they receive a fraction of the investment. That has to change.

"VCs and investment firms should actively seek to diversify their teams by hiring and promoting more women into decision-making roles and promoting female-led angel investor networks like Angel Academe or All Raise. We need to put pressure on institutional investors to commit a percentage of their funds to female-led VCs. If we want a future of true gender equality, we need to build it now, not five generations from now."

Hannah Fitzsimons, CEO of Cashflows

"Empowering women isn't just about opening doors—it's about giving them the confidence to walk through them. Too often, the biggest barriers are the ones we place on ourselves, questioning if we're ready or capable.

"That's why one of the most important messages we share with women in our workplace is to embrace discomfort, say yes to opportunities, and not let self-doubt hold them back."

"We bring this mindset to life through initiatives like our International Women's Day panels, where women openly share their experiences, challenges and lessons learned. These discussions create a culture of mentorship and support, encouraging women to step into new challenges with confidence."

"Beyond conversation, we take action. Our mentorship programs, leadership development opportunities, and flexible working policies are all designed to help women advance in their careers.

"Last year, 55% of our new hires were women, reflecting our commitment to driving real change in representation. We also hold ourselves accountable by setting company-wide diversity KPIs to ensure progress isn't just aspirational—it's measurable."

"When women support each other, challenge self-imposed limits, and push forward despite fear, incredible things happen. We should be fostering an environment where women are not just included but empowered to thrive."

Lynda Clarke, Chief Operating Officer at Tribe Payments

"International Women's Day isn't just about celebrating women – it's about building a fairer, stronger world that includes everyone. When women have equal opportunities, businesses perform better, economies grow, and innovation thrives.

"The day serves as a reminder that equality isn't just a 'women's issue' – research consistently shows that diverse organisations outperform their competitors. So, a workplace that values diverse perspectives fosters innovation, improves problem-solving, and boosts employee morale is just smart.

"True inclusion means ensuring everyone has a voice and the opportunity to use it. When people from different backgrounds come together, we eliminate blind spots and drive smarter decision-making.

"How many times have we asked ourselves, 'Why didn't I think of that?' More often than not, it's because we've never experienced that perspective firsthand.

"Even in challenging times, investing in inclusion must be a long-term business strategy, not a passing trend. The debate around DEI continues, but the data speaks for itself: inclusion isn't just something we do on the side when we can afford it – it's a core driver of success. After all, we all have friends, colleagues, daughters, sisters – people we care about – who deserve a fair shot at success."

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