Exclusive: ‘Plaid to the Bone’ – Ginger “The Adventurer” Baker, Plaid in “Buckaroos 2022”

When we launched our search for the most daring buckaroos in fintech, we were sort of talking in metaphors… (As writers we like to throw in the odd one to prove we’re legit). The last thing we expected to find were so many GENUINE explorers and daredevils.

Perhaps none more so than our next badass buckaroo, Ginger Baker. No, not the legendary drummer of Cream. The rockstar Head of Inclusion at Plaid. Baker has (deep breath now), traveled to more than 50 countries, climbed African mountains, run triathlons and even moved her family to Rwanda! But her favourite adventure of all? Coaching her kids’ sports teams! Goooooo… Baker!

A history of inclusion

This buckaroo has a history… A history of financial inclusion that’ll blow your socks off! Whether it’s facilitating social media payments during her time at Facebook or bringing Visa to the under-served, this Baker is cooking up some serious stuff.

“The best lesson I’ve learned is that fintech products can be successful globally, but they require local insights to be truly relevant”, Baker tells us. “Local context matters”.

During her time in Rwanda, Baker and her team developed deep connections with local stakeholders, which they incorporated into their offering.

“The initial project was to design a mobile-phone-based solution that enabled access to digital payments for mass market consumers in emerging markets. The resulting product, mVisa, did eventually launch. But after deeper engagement with the national government of Rwanda, the team saw an opportunity for even bigger impact”, she explains. “We pivoted to create an expanded 13-pronged digitization partnership – a first-of-its-kind initiative for both Visa and Rwanda – that digitized Rwanda’s economy and helped them become a leading force in East Africa”.

A 13-pronged partnership sounds like a hefty mission to complete, but for Baker it’s one of many big wins. This buckaroo means business!

The pattern of success continues at Plaid

Since joining Plaid in 2020, Baker’s had her work cut out. Tasked to deliver financial access to record numbers of people dragged down by a pandemic-driven recession. Eeech. But with her solid vision and nice-boss vibes, she’s really making real progress. “Financial inclusion is my north star and economic empowerment has always been the thread throughout my career”, Baker continues. It’s clear that she’s super into her work, and massively believes in the end-goal.

So what does the future look like for this adventurous Buckaroo?

“Through technology, I am hopeful that the future is more inclusive for both people and businesses as a more diverse array of digital financial tools are created”, Baker reveals. “I’m thrilled to drive Plaid’s efforts to advance the ecosystem towards an Open Finance future. This helps achieve Plaid’s mission of unlocking financial freedom for everyone and stays true to my north star of financial inclusion”. Nice one Baker! Welcome to LegendsVille, you’ll fit right in.

This article was published in “Buckaroos 2022”, Page 29