Najlaa Taqi-Eddin has been a C-suite leader on the cutting edge of Fintech marketing for more than 25 years. Born and raised in San Francisco, her customer advocacy and serial entrepreneurship skills have helped launch and scale 25+ products for Fortune 500, FTSE 100 and disruptive Fintech start-up businesses around the world. In the late 1990s, Najlaa moved to the UK to launch a new credit card business as CMO for Providian Financial. Shattering expectations, it sold within three years to Barclays for £500million. She stayed in the UK, joining GE Consumer Finance in a dual role as UK CMO of the Cards and Sales Finance business as well as Managing Director of GE Money Direct, where she was responsible for acquiring 3.5million new customers annually while managing a portfolio of 10 million customers with £2.5billion in assets. Moving on, Najlaa joined Cashplus, a leading and the only profitable digital challenger to UK banks, where she launched the first instant-use online business current account and scaled the customer base to 1.4+million.