Sevdalina (Sevi) Vassileva is Vice President and Head of Value Added Services for Southern Europe at Visa, a global leader in digital payments. She is a strong advocate for the transformative potential of digital payments, technology and AI to advance economies, empower businesses and improve everyday lives.

Sevi joined Visa in 2019, bringing more than two decades of executive experience across banking, FMCG, technology and innovation in multiple markets. Most recently, she served as Visa’s General Manager for Greece, Cyprus, Malta, Israel and Bulgaria.

She works closely with the entrepreneurial ecosystem, mentoring and advising start-ups focused on technology and social impact. She is one of the architects of the Visa Innovation Program, which fosters collaboration and supports the development of fintech innovators. Since its inception in 2019, she has remained a key contributor to its successful expansion into a European-wide program.

 Sevi is also an active voice for women’s empowerment and SME growth through access to digital technology and financial inclusion.