Filomena Ruffa will be responsible for the growth of in Latin America, one of the most dynamic regions in terms of crypto adoption.

The crypto sector welcomes another former senior executive from the world of traditional finance: Filomena Ruffa, former vice president of innovation and strategic partnership at Visa’s South American division, moves to to improve the company’s presence in the region.

According to a blog post on 28 October, Ruffa will be responsible for managing all of’s operations and partnerships in Latin America. The former Visa executive has extensive experience in the continent, as well as holding senior positions in payment companies such as CardinalCommerce and SafetyPay.’s announcement is at a favourable time in history for the company, which reached over 5 million users on 15 October, after reaching its first million in September 2019. The service was also recently launched in Italy.

The company’s executives intend to continue to grow its user base, which is why has decided to focus on a thriving market like Latin America. On 15 October, the company introduced Portuguese language support in the app and exchange, shortly after launching the Spanish version.

Latin America appears to be one of the fastest growing regions in terms of crypto adoption. According to a recent study by the analysis firm Chainalysis, some South American companies process the largest volumes of crypto transactions worldwide: this is probably due to citizens‘ distrust of the traditional banking system.

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