Despite significant advancements in accounting and finance, many businesses still rely on outdated and cumbersome spend management practices. Pleo, a fintech company focused on modernising how businesses handle expenses, aims to change this.
By offering a cloud-based platform that streamlines expense reporting, invoice payments and the distribution of smart company cards, Pleo is addressing how companies approach financial control.
In this week’s In Profile, we speak with Benjamin Swails, Pleo’s general manager for Northern Europe, about the challenges of modernising spend management, the changing needs of businesses and the future direction of the fintech industry.
Tell us more about your company and its purpose
At Pleo, our mission is to simplify business spending for companies of all sizes. We provide a modern, intuitive platform that gives employees smart company cards, automated expense reports, and real-time tracking of all company spending.
Our goal is to empower businesses with better control and visibility over their financial operations, reducing the traditional pain points of manual expense reporting and corporate spending management. We believe that by automating and streamlining these processes, companies can focus more on growth and innovation, rather than administrative tasks. Ultimately, we strive to create a seamless, efficient, and enjoyable workplace spending experience for both employees and finance teams.
What are some of your recent achievements you’d like to highlight?
My biggest wins are around helping Pleo grow. I joined three years ago, initially leading one sales team. Over time, I’ve helped build multiple product-led teams, focusing on different areas. Now, as general manager for Northern Europe, I oversee a great team that’s tackled the SMB space and is shifting to the mid-market. It’s been rewarding to see businesses get stronger financially, and I’m proud to be part of that success.
How did you get into the fintech industry?
I actually started out in healthcare sales, spending almost 10 years helping doctors get the medical equipment they needed. That taught me the importance of building strong relationships and knowing your product inside and out.
After almost a decade, I realised that I wanted to explore other industries, so I switched to SaaS, first sticking with healthcare and then branching out. When the opportunity at Pleo came up, it was the perfect fit – my experience in building scalable systems matched what Pleo was doing, and fintech felt like a natural next step. It’s all come together really well.
What’s the best thing about working in the fintech industry?
The best thing about working in fintech is the constant innovation. You’re not stuck doing things the old way – instead, you’re rethinking and reinventing how people and businesses manage money. It’s exciting to be part of an industry that’s always evolving, offering a global perspective and a real sense of purpose.
At Pleo, for example, we’re not just tweaking traditional expense management methods; we’re completely reworking them to make financial systems smarter, faster, and more accessible. The fast pace keeps you on your toes, and it’s incredibly rewarding to see the real, tangible impact of your work on businesses and their day-to-day operations. That’s why fintech matters – it’s all about creating sustainable solutions that fit the modern world.
What frustrates you most about the fintech industry?
One of the key challenges in fintech is navigating the regulatory environment. The fast-paced nature of fintech innovation can sometimes conflict with the slower evolution of regulations. While fintech moves quickly with constant innovation, regulations, which are (rightly) more restricted, can sometimes slow down that progress.
Of course, these regulations play a crucial role in ensuring security, stability, and trust across the industry – which is so important in an industry handling the funds of businesses and consumers. But, it can feel like you’re walking a fine line between the regulatory framework and trust in the financial ecosystem that’s often eager to move ahead continuously.
How have your previous roles influenced your career?
My experience working in UK hospitals really shaped my approach to business. I spent years advising doctors, often in high-pressure environments, where success depended on trust and making sure that products were properly integrated and clearly explained. This is where I began to understand the value of precision and the importance of strong relationships.
When I moved into SaaS, I got to apply these lessons to effectively structuring teams and managing resources. Both roles showed me the need for sustainable growth, which has been critical in my fintech career.
What’s the best mistake you’ve ever made?
Leaving a big cloud company to help launch a niche SaaS data software. At the time, it felt like a bold move, but it really showed me how tough it can be to scale in smaller markets. Ultimately, it led me to Pleo, where I now get to connect with a much wider audience and it taught me that while ambition is important, being adaptable and sustainable is just as crucial for success.
What has the future got in store for your company?
Looking ahead, Pleo is set to continue expanding its footprint, particularly in larger markets as we increase our focus on the mid-market segment. Our mission is to make sure that companies of all sizes benefit from streamlined expense management and enhanced financial control. As the industry continues to shift, we are really focused on staying at the forefront of innovation, constantly improving our platform to offer our customers better control over their finances, whether through new features or enhancing the ones we have.
What are the next key talking points or challenges for your industry as a whole?
In my opinion, the future of fintech is all about two big things: changing regulations and our growing dependence on AI. Regulations are shifting fast, so businesses need to keep innovating while also staying compliant with new rules. It’s a tough balancing act between hitting those compliance targets while still leaving room for growth and creativity.
AI can seriously boost productivity, but it’s not without its challenges. It can streamline a lot of processes, but leaning too much on it without the right approach can lead to issues down the line. If the fintech industry can make the most of AI while ensuring teams still develop those essential human elements that tech just can’t replicate, then AI is an awesome tool, but it can’t replace the human touch that’s so crucial for building solid, sustainable fintech businesses.
The post In Profile: Ben Swails, GM Northern Europe, Pleo appeared first on The Fintech Times.
