HDX Global is pleased to introduce a series of interviews to celebrate women in the payments and tech industry.
In our fourth instalment we welcome Natasha Zurnamer - CEO and Founder of Optty - a pioneering payment and marketing platform that partners with global financial institutions, gateways and retail giants to streamline and scale payment methods.
Optty offers 9 payment architectures and hundreds of connections including Account to Account, BNPL, wallets, Crypto, Payouts, PSP Debit and Credit and alternative payments as well as Fraud partners - Optty is a one of a kind in the industry and available in 140 countries.
With over 20 years of experience in retail, and now Fintech, Natasha is known for her innovative approach to payment integration and her leadership in driving strategic partnerships with the Mastercard Gateway and other industry giants. Her vision has positioned Optty as a key enabler of seamless transactions for schemes, gateways, technology infrastructure companies in payments, merchants and banks, creating new revenue streams and enhancing customer experiences around the world.
How would you describe your experience within the industry?
As a serial entrepreneur and problem solver, it took me a while to realise that I was now in the payments industry - and so I consider myself as a half and half - retail and payments. Being a woman in the industry has certainly reminded me that it takes confidence to step into the arena. There are very few female founders in Fintech. I am completely myself and you can never take the fashion girl out of me. I have learnt so much and I do not pretend to be an expert. My approach has always been, act as the voice for merchants and retailers and identify and solve what I see as the biggest barriers for growth in the industry (both sides). For merchants it is the time and effort to integrate and for payment brands it is converting a signed contract to go live. Staying true to myself, always wearing my beloved Australian Designer labels, and always putting on my merchant hat - while supporting payments across the industry - feels very comfortable to me. I am grateful to how I have been received and championed.
Over the years how have you seen changes of women working in the industry?
Merit is where it is at. Interestingly I have met very few women Fintech Founders but I have met CEO’s and Senior leadership. I am inspired by many. There are incredible women leading great Fintechs today and this inspires me. But, I have to say, knowledge and merit is where it is at for me and creating female figureheads to meet diversity policies bothers me greatly. It does not serve anyone and in the end can inhibit the growth of the company. Furthermore it is so important that under any leadership, people and values are the core and I feel in some organisations, if leadership is not carefully selected, people and culture suffer the most. Women need skills in leadership where they can be themselves, in their feminine and that they have both knowledge and people skills to truly lead - and they must be the best person for the job. I mean the VERY BEST person.
Do you think there are any future developments which are key right now and coming to the fore?
The future developments that I see a shift from “talk” to action and creating things for the greater good removing ego and making it about you as a leader. A core value of Optty is that “we live to give” and everyone along our value chain has to experience true benefit from what we do. That means we need to be a revenue opportunity for our partners and in the end, serve the consumer for the greater good, even though we do not have a direct relationship with them. Business is shifting to success based models and I love this shift. The businesses that have the philosophy are the ones no one saw coming and the ones that serve as the biggest agents for change. I hope Optty will be seen in the future as one of these businesses.
Culture before strategy, true products and services that stand on their merit and winners along the whole value chain. Watch this space, this is where the real change is happening.
What would you say to women coming through the payments industry?
I’d say this: Be yourself -
Your individuality and unique perspective are your greatest strengths, so don’t feel the need to fit into any mould or “be one of the boys” to succeed. Authenticity is powerful—stay true to your personality, and let that guide how you approach your career.
Stay knowledgeable and invest in learning -
The payments space evolves quickly, so being well-informed about trends, technologies, and regulations will keep you ahead. But remember, expertise doesn’t mean you have to sacrifice your personal style or adapt to someone else’s version of success. You can be a leader and make an impact by being unapologetically you, but no need to wear it try hard to be noticed. If you are good, you will be noticed and respected.
Embrace your differences as a woman -
Bring your empathy, emotional intelligence, and strong communication skills to the table—they’re invaluable. Don’t be afraid to offer fresh perspectives, as diversity in thought and experience is what drives real innovation.
Finally, support other women -
Build a strong network where women (and men) can uplift and mentor each other. The payments industry can be competitive, but collaboration, community, and lifting others as you climb will not only strengthen your career but create a path for those following in your footsteps. You belong here, and the industry is better with your voice in it so be that voice without using the fact that you are a woman. Be a person