We Connect

& Transform

We are a technology company that brings together digital solutions and businesses in the financial world and beyond. Our platform, 4wrd, accelerates digital transformation and open banking, facilitating different use cases and new business opportunities.


Connect the world, digital solutions for all.

Our Guiding Behaviors

We collaborate by blending experience, expertise and experimentation in a shared and diverse multigenerational ecosystem.

  • Show a positive “Let’s do it!” attitude
  • Collaborate inside and outside own team
  • Pivot fast when needed, learning from experience
  • Committed to FinConecta’s mission to connect the world
  • Foster the success of FinConecta’s clients and partners
  • Be accessible, listen carefully, high-quality interactions, build positive relationships

People 4wrd Strategy


Business growth, pivoting, “connectors”. Align external and internal communication.


Growth mindset, behaviors to mobilize the organization to grow, pivot, and connect.


Attract and develop talent that maximizes company’s valuation and delivers business strategy.

Organizational Design

A flexible based-on-competences organization that enables pivoting and reassembly of teams as necessary.

Meet Our Team

A startup with 300+ years of combined experience

Jorge Ruiz

Founder & CEO

Prior to FinConecta he worked at Citigroup for 18 years, where he led their efforts to become a global leader in the fintech industry by defining a business transformation strategy, launching the first global virtual accelerator, hosting 16 innovation programs and implementing multiple business solutions worldwide.
Jorge has also founded and led businesses in the investment, insurance, and retail industries. He is a founding member of Challenge me now a social network dedicated to personal achievement while helping charity organizations raise funds and a co-author of the Fintech Book.
Jorge holds a degree in Finance from the University of Texas, and has been recently selected as an Endeavor Entrepreneur.

Betty DeVita


Betty DeVita is the Chief Business Officer and member of the board for Finconecta, a technology company that connects digital solutions and financial services companies via an API platform to accelerate digital transformation and open banking. Betty is a global executive with expertise in digital transformation and consumer financial services/payments. She served as Chief Commercial Officer of Digital Payments & Labs, MasterCard from 2015-2019. In this global role, she was responsible for commercializing MasterCard Labs innovations including an innovative digital order ahead payments platform and an IoT commerce platform. Prior to this role, she served as president, MasterCard Canada where she oversaw all aspects of the company’s enterprise with a mandate for continued growth and innovation. Before joining MasterCard, she held various positions of increasing responsibility with Citi, in their global consumer franchise from 1982 to 2010. She left Citi as the Chair/CEO for Citibank Canada Inc. where she led the franchise across all lines of business during the global financial crisis. Her geographic scope of experience for Citi also included Latin America, the U.S. and Asia. She has served on the Executive Council of the Canadian Bankers Association and in 2014 was inducted into the Women’s Executive Network Hall of Fame as one of Canada’s Most Powerful Women. Ms. DeVita holds a Bachelor of Science from St. John’s University and holds a CEO Certificate from the program at Wharton-KMA in Seoul, South Korea. She earned the Institute of Corporate Directors certification from the University of Toronto and has Chaired and served on multiple private and non-profit boards /committees. She was the Chair of the Ted Rogers business school advisory board, Ryerson University, and an independent director at the Molson Coors Beverage Company (NYSE: TAP) from 2016-2020, where she sat on the audit committee. She joined the Banco Popular Board (Nasdaq: BPOP) in June 2021 where she sits on the Technology and Talent/Comp Committees. In November 2021, she joined the Home Capital Group (TSX: HCG.TO) where she sits on the Audit and Technology Committees.

Duilio Izzi


Before FinConecta, Duilio spent over one decade at Itau-Unibanco group. As an IT Manager he led high perfomance teams focused on results, developing the OpenBanking strategy for the bank. Also participated in the Fintech speedboat ank, also part of Itau-Unibanco group.
He holds a Master in Business Administration from IAE Business School of Austral University.
Duilio speaks Spanish, English and Italian.

Karina Gibson

Chief Strategy & Marketing Officer

Karina dedicated her professional life to designing and executing business in different domains.
She started her career in Marketing and PR where she led successful launches of financial products for the most important financial group in Bolivia. She then moved to an international career with Citi, heading trade finance/services for various industries. Lastly, she decided to return to the academia supporting educational programs in Colombia.
Karina is now embarking in a new venture, leveraging her knowledge and expertise now in the fascinating world of FinTech.
Karina holds a degree in Economics from Grinnell College.

Yolanda Rivera López

People, Finance & Administration Head

Yolanda holds a Bachelor’s degree in Business Administration (Cum Laude) from Universidad Privada Boliviana (UPB) with a minor in Finance.
Before joining FinConecta, Yolanda spent five years immersed in the Bolivian Financial System working for Banco Bisa S.A., focusing in commercial and retail banking, as well as risk management. Starting as Credit Assistant for retail banking, she dedicated herself to credit analysis and customer relationship management. As a Portfolio Evaluation Officer, she was in charge of mitigating the credit risk of the bank’s credit operations nationwide.

Yolanda believes in kindness and collaboration; and feels committed to contribute to a more connected world

Javier Villanueva

Account Manager & Country Manager Bolivia

Javier is a multidisciplinary executive with a solid background in finance and capital markets. His experience includes
executive positions in different Financial Institutions in Bolivia and was a permanent member of boards related to the
financial sector. Javier has more than 10 years of experience in Fintech in the region, mainly in the development of Real
Time Payments Ecosystem, commercialization of P2P, P2M products and oversaw the commercial deployment of
different digital solutions in the Latin American market. Javier holds a bachelor’s Degree in Business Administration and
a Master’s Degree in Corporate Finance from the Catholic University in collaboration with the Harvard Institute for
Development (HIID).

Alejandra Pérez

Account Manager & Content Manager

Alejandra is a serial entrepreneur with experience in launching and managing businesses in the franchise, textile and communication industries. Alejandra worked at Citibank Bolivia in the corporate banking and trade funding departments. Prior to joining Citi, she was an economic analyst in Provida Funding Pension Agency in Chile and an economic research analyst in the Central Bank of Bolivia. Alejandra holds a degree in economics from the Pontificia Universidad Católica de Chile and has a Master’s degree in Macroeconomics from the same university.

Natalia Fernandez Coca

Project Manager

With a growth seeking mind and an energetic attitude, Natalia is part of the Business Development Team. She studied Business Administration in the UPB (Universidad Privada Boliviana) with a focus on Consulting. Entering the entrepreneur world in 2015, Natalia collaborated in the launching of a Restaurant (525 Vulcan Grill), working in the marketing, human resources and customer services areas, learning to manage her time successfully by working and studying.
Based in Bolivia, she works enthusiastically knowing a more connected world is a better world.

Abel Abeijon

Developers Head

18 years of experience in IT developing and implementing digital solutions. Worked at Citibank for 9 years as a project manager, leading global digital projects for 30+ countries across several regions including Asia-Pacific, Europe, LATAM and North America. Before Citibank, Abel worked as an IT consultant for IBM, Santander Group, Ford Motor Company, Prodigy Network, and others.

Lucia Gutierrez

Product Analyst

Lucia has lived in the United States for five years. She has earned a Bachelor of Business Administration and Marketing from Mercer University, graduating Summa Cum Laude and securing a full tennis scholarship during her undergraduate studies. Currently, Lucia is actively pursuing a Master’s degree in Commodity Trading and Banking at the University of Geneva.
Lucia possesses strong language skills, being fluent in both English and Spanish. She is currently dedicated to mastering the French language, showcasing her commitment to continuous self-improvement. She firmly believes that ongoing education is the cornerstone of personal and professional development.
Prior to joining Finconecta, Lucia has had diverse professional experiences, including a role in a mining company. Moreover, she is the co-founder of a software development company, reflecting her entrepreneurial spirit and innovative mindset. Her passion for collaboration and her ability to thrive in team-oriented environments make her a valuable asset to any project or organization she is a part of.

Ariel Massetti


Ariel has almost 20 years of experience in IT developing and implementing digital solutions. Worked at Citibank for 6 years as Software Engineer, colaborating in global digital projects for 30+ countries across several regions including Asia-Pacific, Europe, LATAM and North America. Before Citibank, Ariel worked for Sybase Argentina, Toyota Argentina, J.P. Morgan and others.

Hernán Albanese


17 years of experienced Software Engineer with strong skills on designing, implementing and adapting digital solutions. He is well-versed in full stack development and has extensive experience in multiple frameworks. Hernan spent 10 years at Citibank as Engineer as well as Lead Software Engineer working on Citibank Online platform for Latin America and Mexico supporting millions of users. He led the Product development team for eDelivery platform being the Global standard Electronic Delivery solution across 46 countries.

Juan Pablo Bracamonte

Digital Solutions Store Associate

Juan Pablo holds a BSC in Recording Industry at Middle Tennessee State University with a minor in economics. He spent two years working in sales at a Television Network in Bolivia and then as a consultant for administration and logistics in a non-profit organization. Juan Pablo’s career path changed in orientation to his minor, joining FinConecta in 2020 and is currently coursing a Banking and Finance Graduate Diploma. He speaks Spanish, English and German.

Sabrina Lanza

Digital Solutions Analyst

Sabrina lived in Madrid for seven years. She completed her bachelor’s degree in Information Systems Management and then had the opportunity to do a Bootcamp/Master’s in Data Science. She went to a German school and studied for her degree in English, so she speaks both languages. She considers herself curious and enjoys learning from others and on her own. She adapts easily to new work environments, enjoys working in a team, and like to guide people to bring out the best in themselves.

Matias Doder


Matías is a graduate of Systems Engineering.
He has more than 18 years working in the IT industry, in different sectors, such as banks, insurance companies, tourism companies and educational companies.

Natalia Davila

Graphic Designer

Natalia is part of the Marketing team. She has experience working for advertising agencies and textile companies. She studied at Universidad Católica Boliviana “San Pablo” and is currently pursuing an MBA and a Project Management Master. She has also completed certification programs in higher education, as well as special and inclusive education. As co-founder of Pimienta Estudio de Diseño, Natalia leads a creative team that uses neurodiversity as a powerful creative strategy. The team is composed of individuals with Down syndrome, autism, and other conditions who work alongside professional designers to deliver unique and impactful design solutions. With a strong background as an art director, Nati has successfully developed branding, packaging, editorial, advertising, and other design projects. Her passion for social impact and making the world a better place drives her work, which has won her multiple awards for social impact projects.

Sol Vega

Business Development Analyst

Sol María has recently graduated with a Master’s degree in Real Estate and Investment. Over the 6 years of higher education, she developed strong problem-solving skills, enjoyed collaboration and teamwork, and have a variety of interests that she uses to maximize her potential. She has previous experience as a Marketing and Business Development Analyst at Engel & Völkers Master License in Naples Florida. From 2020-2022 she founded a company producing gluten-free/organic cereals and worked in several ATP Tennis Champion- ship Tournament in US as she has strong interest with sports.
Fluent in Spanish, English, French, and basic notions in Italian and German, allowed her to develop the art of being able to enrich her communication skills and evolve in multicultur- al environments.

Belen de la Torre

QA Manager

Belén has worked for more than 15 years in IT areas in large companies such as IBM, Telecom and Telefónica. And also in Fintechs of mobile applications. Dedicating the last 8 years exclusively to QA.
She has a postgraduate degree in Applied Data Science, obtained from the Austral University.

Cristian Beraha

DevOps Engineering

With +27 years in IT experience, Cristian pioneered on DevOps at Citibank since 2006 by 2008 he leaded the CI/CD automation of Latin America Home Banking products that served more than 6 million customers. As a former Senior Developer has deep insight on different coding languages as well as coaching capabilities for effective teams, he also has experience and proficiency on agile way of work. He also is a crypto currency enthusiast and experienced with stocks, bonds and derivatives.

Our investors

FinConecta is backed by various important organizations worldwide. These include: Inter-American Development Bank (IDB), The Venture City (private equity fund), and private investors.

Members of the Board

Jorge Ruiz


Prior to FinConecta he worked at Citigroup for 18 years, where he led their efforts to become a global leader in the fintech industry by defining a business transformation strategy, launching the first global virtual accelerator, hosting 16 innovation programs and implementing multiple business solutions worldwide.
Jorge has also founded and led businesses in the investment, insurance, and retail industries. He is a founding member of Challenge me now a social network dedicated to personal achievement while helping charity organizations raise funds and a co-author of the Fintech Book.
Jorge holds a degree in Finance from the University of Texas, and has been recently selected as an Endeavor Entrepreneur.

Jim Cowles

Board Member

Jim Cowles served as Chief Executive Officer - Europe, Middle East & Africa (EMEA) of Citigroup Inc. Prior to assuming that position, Jim was Chief Operating Officer for EMEA and Head of Western Europe at Citi. He has also served as Head of Markets for Citi in EMEA, Global Head of Equities and Global Head of Equity Capital Markets (new-issue product). Jim joined Smith Barney in 1979. Other previous roles have included: Head of Equities (EMEA), Deputy Head of Investment Banking, Head of Real Estate Investment Banking and Commercial Mortgage Trading, Head of Debt Capital Markets and Head of Direct Investments. Jim graduated Phi Beta Kappa from Denison University in 1977 with a B.A. in economics. Mr. Cowles graduated with an M.B.A. from The Wharton School, University of Pennsylvania, in 1979.

Betty DeVita

Board Member

Betty is a global digital transformation executive with expertise in consumer financial services/payments. Her focus is on early-stage and emerging companies driving value creation, partnerships and the path to global scaling. She most recently served as Chief Commercial Officer of Digital Payments & Labs at MasterCard. She also served as President at MasterCard Canada. Prior to that she was with Citi in Latam, the US and Asia in their consumer franchise and left Citi as Chair/CEO for Citibank Canada Inc.
Betty sits on the board of Molson Coors Brewing Company (NYSE: TAP), where she sits on the audit committee. She holds a Bachelor of Science from St John’s University, a CEO Certificate from the Wharton-KMA in South Korea and is a certified director from the Institute of Corporate Directors, University of Toronto.

Alex Robbio

Board Member

Alex Robbio has spent the last 25 years in the software industry, prior to Finconecta he co-founded and was the President of Belatrix Software, a bootstrapped software company that was sold to publicly-listed Globant (NYSE:GLOB) in 2019 when it had over 700 employees and operations in 5 countries. After the acquisition and successful integration he stayed on to launch a world-class digital marketing practice at Globant, working closely with the founders and top executive team. Alex studied Psychology as an undergrad in Argentina and has completed additional graduate studies in business, marketing and strategy at Kellogg School of Business, Harvard, Stanford, MIT and IESE.


Mauricio Lorenzetti


Mauricio has 30+ years of experience transforming organizations with the newest technologies, revolutionary processes, business capabilities, and exponential team productivity.
He has extensive experience in design, development, and implementation of global customer-centric solutions and with multicultural team leadership. His portfolio is composed by over 140 strategic initiatives at IBM, Citibank, FedEx, Shinsei Bank, Singapore Airlines, amongst others.
Mauricio holds a Computer Science degree from the Pontifical Catholic University of Rio de Janeiro, and has been recently selected as an Endeavor Entrepreneur.

Martijn van Rooij


Before FinConecta, Martijn spent over two decades at Citigroup. As Risk Manager and Senior Credit Officer he analyzed hundreds of companies and as Administrator and Lean Six Sigma Black Belt he managed an extensive virtual team and improved several global processes.
He holds a Master’s in Finance (Cum Laude) from Rijksuniversiteit Groningen and is currently focused on completing a Master’s Degree in Digital Currency from the University of Nicosia. Martijn speaks five languages.

Helena Herrero

People & Culture Advisor

Helena has extensive experience in the design of solutions regarding organizational culture, leadership development, employee loyalty and high performance teams in the financial industry in Latin America and the United States. At FinConecta, she leads Digital Strategy Solutions.
She has a degree in Psychology from the University of Belgrano (Argentina) and a Certification in Human Resources from Cornell University. She is also a certified Executive Coach, Agile SCRUM Master, Coach and Trainer, and has studies in MBSR (Mindfulness Based Stress Relief) at the University of Massachusetts.

Sustainable Development Goals 2030 (SDG)

We pledge to be a “Protector of Progress”!

The Sustainable Development Goals (SDG) are an ambitious, yet achievable group of objectives that, when attained by the year 2030, will certainly make the world a much better place for all. The 17 SDG can be grouped into six “essential elements”: dignity, people, planet, prosperity, justice, and partnership.

Our plan towards SDG 2030 will impact mostly those goals related to dignity and prosperity, by focusing on our commitment to financial inclusion and access for all.

Learn more