AI, automation, and the rise of women in FinTech leadership

By Vriti Gothi

The FinTech sector has undergone a rapid transformation over the past decade. Traditional financial services, once defined by manual processes and hierarchical structures, are increasingly being reshaped by automation, artificial intelligence, and digital platforms. Yet, amid this wave of technological change, a persistent challenge remains: the underrepresentation of women in leadership and technical roles within finance and technology.

Flavia Alzetta, Chief Business Officer at Soldo, underscores the significance of addressing these gaps, “Ada Lovelace Day highlights the incredible contributions of women in technology, mathematics and science. While some progress has been made in traditionally male-dominated industries such as technology and financial services, structural barriers largely remain. Building inclusive teams isn’t just a corporate checkbox; it’s a business imperative that leads to stronger collaboration and more innovative outcomes. I believe mentorship is one of the most powerful tools we have to accelerate change, and one which I am greatly invested in.”

Alzetta’s remarks highlight a crucial point: diversity and inclusion are not just ethical imperatives, they are strategic ones. Studies consistently show that companies with more diverse teams outperform their peers in innovation, problem-solving, and financial performance. In FinTech, where agility and creativity are essential, the need for inclusive leadership has never been greater.

Lucy Oxborrow, Financial Controller at Tipalti, adds another dimension to the discussion, “Finance hasn’t traditionally been seen as a career for people interested in technology. It’s long been known for its rigorous and often manual processes. But that’s changing fast. Technology is transforming how finance teams operate and creating huge opportunities for the next generation.

For many already in the industry, I know first-hand that the pace of change can be daunting. But for those entering it, especially young women, it’s an exciting moment. Finance is now about more than crunching numbers; it’s about innovation and strategy. The ability to understand and use technology is becoming just as valuable as mathematical skill, if not more so.

In my role overseeing financial control across the UK and EMEA, I see both sides of that shift. There’s no denying I still love Excel and the discipline of auditing, but automation is freeing up more time for analysis and strategic thinking. What excites me most is that this evolution plays to skills that women are often known for being strong in, like critical thinking and collaboration. If we keep championing women who combine those qualities with tech fluency, the industry will only get stronger.”

The perspectives of Alzetta and Oxborrow converge on a key message: FinTech innovation is as much about people as it is about technology. Automation and AI are transforming workflows, but the human element, diverse perspectives, collaboration, and mentorship, are what drive meaningful change. By building inclusive teams and championing women in finance and technology, companies not only foster a fairer work environment but also position themselves for competitive advantage.

Mentorship emerges as a recurring theme. Experienced professionals guiding the next generation of female leaders can accelerate change by breaking down barriers, providing strategic insights, and cultivating confidence in complex tech-driven environments. This is particularly relevant in FinTech, where technology adoption is rapid and the learning curve can be steep.

Moreover, the skills women often bring to the table critical thinking, collaboration, and adaptability align seamlessly with the demands of a modern FinTech ecosystem. When combined with tech fluency, these attributes become a powerful driver of innovation, ensuring that financial institutions remain agile and forward-looking.

As FinTech continues to expand globally, fostering gender diversity is no longer optional. It is a business imperative that strengthens decision-making, enhances creativity, and drives sustainable growth. Championing women in FinTech is not just about celebrating milestones like Ada Lovelace Day it’s about embedding inclusion into the very DNA of the industry, ensuring that innovation thrives and the next generation of leaders has the tools and support they need to succeed.