FinTech Female Fridays: Meet Shira Amrany

Shira Amrany’s career began in development, finance, and strategy within the hospitality industry, where she was drawn to growth-stage companies and the opportunity to build

analytics and processes from the ground up. During the COVID-19 pandemic, she decided to learn how to code, adding technical skills to her business background. She later joined Indagari as its fourth employee, where she now helps companies answer critical business questions using consumer transaction data while also helping shape the company's product and future direction.

Indagari provides insights into consumer behavior and the competitive landscape by analyzing debit and credit card transaction data from more than 28 million consumers. The platform enables clients to identify market opportunities, gain a comprehensive view of competitors, and better understand the spending behavior of current and prospective customers. Clients use Indagari to answer questions such as: How loyal are customers? How much are they spending at competitors? Which markets are competitors growing in? Where do new customers come from, where do they go when they churn, and what other brands do they shop with? The company serves both consumer brands seeking growth opportunities and venture capital and private equity firms conducting market research, deal sourcing, and due diligence.

What differentiates Indagari is its mission to make high-quality consumer transaction data accessible and affordable. While hedge funds have relied on this type of data for years, Indagari has built the first consumer transaction intelligence platform designed specifically for operational decision-making. The company places a strong emphasis on data quality, using state-of-the-art corrections to reduce bias and validating its insights against SEC filings and client data. It also pairs its technology with white-glove customer service, offering hands-on support and custom reporting to help clients maximize value. The founding team brings deep expertise to the business, having previously helped build Second Measure before its acquisition by Bloomberg.

Within fintech, Shira works with decision-makers across both operating companies and the investment community. For brands, Indagari's data helps uncover and validate growth opportunities, prioritize investments, and support investor relations with measured consumer behavior rather than inferred or fragmented data. For venture capital and private equity firms, the platform helps investors better understand new markets, source investment opportunities, and conduct more robust due diligence.

One of the biggest challenges Shira has embraced is transitioning into business development. Her previous roles were primarily internally focused, while her current role requires building relationships externally and understanding the needs of prospective clients. Although she did not come from a traditional sales background, she believes sales is a skill everyone can benefit from developing. She has found the role to be far more collaborative than its stereotypes suggest, with success driven by active listening,

understanding customers' priorities, and identifying ways to create meaningful value.

Outside of client work, Shira is an enthusiastic adopter of AI to improve productivity. She uses Claude Cowork to automate repetitive tasks, investing time upfront to train workflows that produce clean, reliable outputs. By scheduling jobs to run overnight, she starts each morning with work ready for review, creating more time for strategic thinking and higher-impact projects.

Shira also values building a career that is both ambitious and sustainable. She credits Indagari's collaborative, hands-on culture and its respect for personal and family time as key reasons she joined the company. As the parent of two young children, she appreciates working at a company that values outcomes, flexibility, and the belief that people do their best work when they have the opportunity to recharge.

More about Shira

Hometown: Ocean Township, NJ. 

Favorite hobby: Hiking and cycling. I’ve done a few triathlons after having each of my 2 babies as something to work towards for myself and to help get me back to the things I love. Before kids, I loved to travel and hope to get back to more of that once they can hang for it. 

What is one piece of advice someone told you that resonated with you that can give to other women in FinTech?     

Get comfortable being uncomfortable.

What's the best job decision you ever made? 

Reaching out to people in my network I haven’t spoken to in awhile to reconnect or for advice/help while in the job search. Every job I’ve landed has come from some unforeseen second degree connection that I didn’t see coming.

Can you tell us about a time someone encouraged you to try a task or take on a project you didn’t think that you would know how to do/or be good at? 

Early in my career, I built a labor modeling tool during union negotiations, evaluating cost impact both on hourly basis across various positions and on a total basis across the org. I had never done something like this before, but was able to successfully deliver. It directly shaped CEO/COO decisions in negotiations for what was already our biggest cost center and helped secure the future health of our company.

Daily Diary 

6:00am Wakeup

6:10 - 6:40am workout

6:40  - 8:00 am get kids and myself ready + breakfast

8am - 8:30 quick work wins (nanny takes over with kids, 1.5 and 4 yrs)

8:30 - 9:15 school/camp dropoff for my big kid

9:15 - 5:00 Work, mix of meetings, demo’s, and focused execution time. I try to take a quick lunch break or short walk midday to reset.

5 - 7:00 quality time with kids, dinner

7 - 8:30 Either physical therapy or putting kids to bed, depending on the day

8:30 - 10:00 Sign back on to work and get some remaining items done + household/personal items if time

10 - 11: Goal to be off the computer, but usually still trying to get that last thing done

11pm bed, hopefully

Weekends are mostly off, which I’m grateful for.