From Creativity to Conversion: Meet Ofir Peretz, the CMO Driving Finera’s Global Payments Vision

Marketing is frequently overlooked in the payments industry, where trust and performance are critical. But at Finera, it sits at the heart of the strategy and Ofir Peretz, Chief Marketing Officer, is leading that charge.

With a background in advertising, a passion for design and psychology and deep experience in both ad tech and fintech, Ofir brings a unique lens to the industry. Now at the centre of Finera’s brand and growth, he is helping position the company as a trusted infrastructure partner in the global payment orchestration space.

We sat down with Ofir to explore how he got here, what drives him and how he sees marketing shaping the future of payments. 

From Art to Fintech: The Unexpected Journey

Like many great stories, Ofir’s entry into the payments world wasn’t planned.

His move into fintech began when he joined ZOOZ, then PayU; experiences that gave him a front-row seat to the evolving payment ecosystem. He remained through the PayU acquisition by Rapyd in 2025 and saw firsthand how modern infrastructure was reshaping global commerce.

"I started in Paris working at advertising agencies, with a background in art, design and a deep interest in psychology, so marketing felt like a natural fit. It blended creativity, strategy and human behaviour in a way that always kept me engaged. What drew me to Finera was the opportunity to be part of something genuinely transformative in the fintech space. The technology is cutting-edge, the team is dynamic and the culture is built on trust and collaboration. Finera isn’t just another payments company, it’s shaping the future of financial infrastructure and I wanted to help tell that story."

A Day in the Life of a CMO

What does a typical day look like for Ofir? That’s the thing, there is no ‘typical day’.

“Every day is different. That’s why I love marketing. Strategy, content, creative, analytics, brand, team-building, it’s all in the mix.”

For Ofir, marketing is the bridge between creativity, product and people. Especially in a technical sector like payment infrastructure, the role of marketing is about clarity, empathy and value.

“Marketing is the soul of any company. It’s what connects us internally and externally. It’s what gives the brand a voice and a purpose.”

Why the Payments Industry?

Ofir didn’t set out to work in payments. But once in, he stayed.

“It was a coincidence, but a good one. Payments turned out to be this fascinating world; deeply technical, but hugely impactful. The way people pay is always changing. And that opens up incredible creative and strategic opportunities.”

He sees similarities with advertising tech like data-led decision-making and a chance to make a real difference.

What Makes Finera Different?

We asked Ofir what makes Finera stand out from the rest and he points to the fundamentals.

“Finera is built around trust, adaptability and performance. It’s not just infrastructure. It’s a smarter, more resilient way to power payments with a history of 7 years.”

He describes the brand as dynamic, growing and credible. Even the motion in Finera’s visual design reflects the product’s agility and speed.

“I’m not going to talk about how the brand will evolve. I’ll let the industry see it.”

Data and Creativity: Two Sides of the Same Coin

In a space often dominated by performance metrics, Ofir sees creativity not as a luxury but as a requirement.

“There’s no contradiction. A good creative should always perform. We market to humans, not machines. And humans respond to what’s well-designed and well-told.”

That balance between science and storytelling defines his approach and shapes Finera’s position as both technically reliable and brand-led.

Building a Team That Thinks Differently

What does he look for in marketers?

“Honesty. Creativity. The ability to think beyond the obvious but also to stay aligned with our objectives.”

For Ofir, it’s not about following a formula. It’s about people who can balance strategy, intuition and experimentation in equal measure.

Staying Sharp in a Fast-Moving Industry

Despite years in the industry, Ofir’s perspective remains fresh.

“So long? I’ve just started!” he laughs. “Honestly, every day is new. The landscape changes constantly. You have to stay curious.”

He compares it to raising kids. Every phase is different, every challenge is unpredictable, but the journey never stops evolving.

Simplifying Complexity in Payments

For many, the payments industry is full of jargon. Not for Ofir.

“I study biochemistry for fun, so no, I don’t think payments are that complicated. It’s just about having the right perspective.”

That mindset helps him translate topics like smart routing, local acquiring, alternative payment methods (APMs) and open banking into stories that make sense to customers and stakeholders.

A Lesson That Still Sticks

Ofir’s most important professional lesson?

“Never assume.”

It’s a mantra that’s served him in team dynamics, campaign strategy and leadership decisions alike.

Advice for Future Fintech Marketers

For anyone looking to break into fintech or payments marketing, especially in a company like Finera, his advice is simple:

“Find a good manager. That’s what will help you grow.”

He believes that growth happens through guidance, feedback and honest conversations.

Ofir’s Role in Shaping Finera’s Narrative

At Finera, marketing doesn’t just support the business, it shapes how the business connects, communicates, and grows. Under Ofir Peretz’s leadership, marketing becomes a strategic force, not just a function. His team brings clarity to complexity, turning product depth into customer relevance. Whether defining positioning or shaping the story behind every product launch, Ofir ensures Finera speaks with purpose. At the core of his approach is a deep understanding of what customers truly value: trust, performance, and meaningful growth.