“Don’t wait for someone else's approval or for a path to be laid out for you; sometimes, you need to carve your own way.”
Lucía Sánchez León started her career early, entering Uruguay's National Ballet Dance School at the age of 9 and dancing professionally for 16 years. After her dance career, she made a significant pivot, pursuing a degree in Communication and a Master's in Marketing and Communication Management, fully transitioning into the marketing field. Since then, she has worked across various sectors in the software development industry, including technology-focused companies, staffing agencies, and fintech-specialized firms. Currently, she is the Head Growth Officer at Vangwe, where she is driving growth, building the brand, and shaping sales strategies.
Lucía is passionate about collaborating with a diverse range of fintech companies, from startups to established enterprises. When reflecting on her role, Lucia said, “I love the collaborative process of meeting with clients, understanding their unique needs and challenges, and connecting them with our tech team. It's incredibly rewarding to see how our past experiences often align with what they need—many times, we've already built the very solutions they’re looking for, which brings them immense relief.” She finds the journey from initial discussions to the successful launch of projects and integrations deeply fulfilling. Ultimately, her work empowers companies to enhance their offerings, expand into new markets, and strengthen client relationships. Her impact in fintech focuses not just on ideating groundbreaking products, but on supporting the visionaries behind them and ensuring their tech needs are met.
Vangwe was created to bridge the gap between fintech companies’ needs and the services that generalist software providers offer. The founders built Vangwe to understand and tackle the unique challenges within the fintech industry. Lucía joined to complement their tech skills while focusing on driving growth. Vangwe’s mission is to be the trusted tech partner for fintech and payment companies, helping them build and scale their digital products. The culture at Vangwe emphasizes empathy, transparency, and continuous learning, with a strong commitment to training engineers in the fintech space.
Lucía prides herself on continuous learning. Coming from the software world, she was already familiar with the terminology and buying processes. However, stepping into the fintech and payments space presented new challenges. A turning point came when she had to conduct a discovery call—solo, without the safety net of the CEO, who has ten years of fintech experience.
“That’s when I realized I’d never feel completely ready and decided to take the plunge and face the challenge. The experience of stepping out of my comfort zone not only gave me the chance to learn but also confirmed that I had the knowledge and skills to make a real contribution.”
More on Lucía
Where you currently live: Montevideo, Uruguay, but next year I'll be splitting my time between San Francisco and Toronto.
Hometown: Montevideo, Uruguay.
Favorite hobby:
I love spending time with my friends and family, whether it’s exploring a new coffee shop or taking my boyfriend’s dog, Olivia, for a stroll. I also enjoy joining a ballet or contemporary dance class whenever I can.
Favorite show to binge: How I Met Your Mother
Favorite fintech media that inspires you: Fintech is Femme by Nicole Casperson is a must-read for me. I also really enjoy Fintech Brainfood by Simon Taylor, as well as The Payments Brew and Fintech Blueprint newsletters. I appreciate how each of these sources keeps me updated on the latest industry happenings while presenting information in their unique styles.
What is the most important lesson you have learned from a mistake you’ve made in the past?
Everyone makes them; no one enters this world with all the answers. The real mistake lies in not learning from those missteps or being too proud or scared to admit when we need to improve. Rather than fearing mistakes, we should view them as opportunities for growth. How we respond to and learn from our mistakes reveals much more about us than the mistakes themselves.
What's one piece of advice that resonates with you?
If you can't find what you’re looking for, create it. Don’t wait for someone else's approval or for a path to be laid out for you; sometimes, you need to carve your own way. Be your own inspiration and embrace the fact that it’s okay to take that initiative. Once you have a foundation of insights and data, don’t hesitate to step into your role as a creator, founder, innovator, or leader—whatever title suits you best.
How do you continuously challenge yourself?
I stay grounded by recognizing that what I know today is valuable, but there’s always room for growth and learning. Every new experience, whether positive or challenging, helps me evolve. I embrace the idea of 'fake it till you make it,' especially in spaces like fintech sales and software where women are less represented. Even without a female role model in some areas, I believe I can succeed and inspire others to do the same. I’ve consistently taken initiative—whether attending meetups, reading books, pursuing a master’s degree, or engaging with colleagues. This proactive approach has allowed me to move forward in my career and gain trust in overseeing commercial and marketing areas.
What are you most excited about in the future of the fintech space?
The integration of AI is automating tasks and enhancing customer support, making processes smoother. I anticipate a stronger focus on data-driven decision-making and personalized financial services, elevating user satisfaction and creating opportunities for innovation.
How do you maintain a healthy work-life balance?
While fintech and software are significant parts of my life, I prioritize taking breaks to recharge. I engage in activities I love, whether it’s functional training, contemporary dance, diving into a fantasy novel, or enjoying a rom-com before bed. Staying motivated in sales is key, and I embrace the ups and downs that come with it. I draw inspiration from various sources, like reading industry newsletters or having coffee with colleagues. And when I really need an extra boost, blasting a Taylor Swift song always gets me in the right mindset to tackle my tasks.
Daily Diary
7:30 AM: Wake up.
7:30 - 8:40 AM: Get ready and enjoy breakfast while listening to a podcast or catching up on newsletters.
9:00 AM - 1:00 PM: Arrive at the office, fill my water bottle, and dive into emails, along with internal and client meetings.
1:00 - 1:45 PM: Lunch with the team.
1:45 - 6:00 PM: Make a coffee and tackle the tasks for the day.
6:30 PM: Get home and have “merienda.”
7:30 - 8:30 PM: Hit the gym for a workout.
8:30 - 9:00 PM: Shower and prepare dinner.
9:00 - 11:30 PM: Wind down with dinner alongside my boyfriend, catching up on our day, watching a series, or reading a book.
11:30 PM: Time for bed.