FinTech Female Fridays: Meet Anna Raafat, Co-founder & COO of inncivio

"I am an economist by education," Anna says, a simple statement that reflects the discipline and clarity that have shaped her career. She started at the Swiss National Bank in research before facing a defining choice: pursue a PhD or enter the private sector. "I chose the latter," she explains, joining Deloitte and immersing herself in high-impact commercial projects across the pharma industry. But the pandemic sparked a deeper reflection, "I wanted to join a smaller boat and make a bigger impact." That conviction led her to become COO of a fintech startup, where she met her future co-founders, Ghassen and Felix. True to a promise she made to herself to "build something meaningful before turning 30," she co-founded inncivio in 2024.

Today, she serves as Co-Founder and COO of inncivio, a company redefining how fintech platforms drive revenue and engage with their users. inncivio "helps FinTech platforms maximize revenue per user and transaction volume through fully personalized in-app guidance," powered by an AI layer that interprets user behavior in real time. Their mission is grounded in equity and access: "to democratize access to finance by ensuring everyone has access to the right information, at the right time and place, to make informed investment decisions." The culture reflects this purpose, dedicated, ethical, and energized by the shared belief that building something meaningful requires both resilience and heart.

Her work directly addresses a critical challenge: bridging the gap between rapid fintech innovation and user understanding. "Only 50% of Americans are financially literate," she notes, a statistic that fuels inncivio’s approach. Through tailored guidance, interactive content, and contextual education delivered at the moment of need, inncivio empowers users to move from uncertainty to confidence, one informed decision at a time. As a result, our customers — fintech platforms, trading platforms, and crypto exchanges — benefit from increased transaction volume.

When asked how she leads, she offers a principle grounded in both humility and strength: "I lead by showing up." For her, leadership is not a title but a practice—"being present and delivering high-quality work, even when it's challenging." As a non-technical founder, she embraces her role as "a bridge between both worlds," translating technology into value while ensuring the company stays connected to customer needs and human impact.

She is inspired by what fintech is unlocking for people everywhere. "Accessibility and empowerment" are at the forefront, amplified by rising AI capabilities that deliver personalization, transparency, and clarity. She sees a future where technology does more than streamline processes and it opens doors, widens pathways, and brings more people into the financial conversation.

Her advice for women in fintech is one she lives every day: "Be the change you want to see." It is not about perfection but persistence "showing up every day and consistently delivering quality work."

Her most important career decision? "Becoming a founder and turning an idea into a business and a business into lasting value, all from thin air." It is a reminder that bold moves often begin with quiet conviction.

She also shares a story of growth that many women will recognize. "Sales," she admits, was once unfamiliar territory. But as a founder, she embraced it discovering that it was not about pitching, but about listening. "It's about understanding people's needs and showing how we can truly help." With every conversation, her confidence deepened, proving that capability grows when we dare to step forward.

Her journey is more than a career story, it is a blueprint for women who want to build, lead, and create change. It reminds us that discipline matters, purpose matters, and showing up fully and consistently is how impact is made.

More About Anna

Hometown: born in Paris, France, but originally German and lived in Switzerland for 12 years 

Favorite hobby: hiking and spending time in nature 

Favorite show to binge: Gilmore Girls 

Favorite fintech media that inspires you:

• This Week in Fintech (newsletter) for weekly fintech news 

• The Hustle (newsletter), for lovely daily tech updates with a twist 

• Pitchbook (newsletter), for daily fundraising updates 

What is the most important lesson you have learned from a mistake you’ve made in the past? 

Avoid rushing into things, even if it feels like the fastest path to results. I’m still working on this one and often remind myself of Abraham Lincoln’s quote: “If I had six hours to chop down a tree, I’d spend the first four sharpening my axe.” As an impatient person by nature, I tend to jump into decisions that can have lasting implications. Having learned this lesson the hard way a few times, I’m now focusing on taking a step back to think strategically before acting. 

Do you have any productivity hacks? What keeps you motivated? How do you maintain a work/life balance? 

I know everyone functions differently, but for me, mastering your calendar is key: 

• Color-code your tasks: meetings, to-dos, personal.

• Plan ahead: organize your calendar on Sunday nights for the week, and readjust it every evening for the next day. 

• Add a 20% buffer: unexpected things always happen.

• Match energy to focus: schedule high-focus tasks during your most productive hours (for me, that’s mornings). 

• Block time for to-dos: if it’s not in the calendar, it won’t happen. 

This approach helps me shift into “execution mode”, giving structure, micro-targets, and more time to actually deliver. 

Daily Diary 

5:45am: Wake up and do a quick check-in with Europe.

6:00–7:00am: Workout (running, walking, muscle training). Painful, but so satisfying once it’s done.

7:00–8:00am: Breakfast and “me time” -- a 20-minute show binge, some reading and news, and keeping up my Duolingo streak.

8:00am: Emails, I always start the day by getting back to inbox zero.

8:30am–12:00pm: Travel to the office, focus time, and a limited number of meetings.

12:00–1:00pm: Desk lunch and to-dos.

1:00–6:00pm: Meetings and execution time.

6:00–7:00pm: Desk dinner and email catch-up.

7:00–9:30pm: Deep focus, admin, or planning for the next day.

9:30pm: Head home and unwind with my loved ones.

11:00pm: Time to chill and sleep.