Addi Strengthens Leadership Team with Appointment of Fernando Trueba as Chief Marketing Officer and Manish Bansal as Chief Product Officer

Colombia’s Fastest-growing Financial and Commerce Platform Adds Seasoned Executives with Experience at Square, Amazon, Rev, and eBay to Drive Next Phase of Growth

BOGOTÁ, COLOMBIA – September 2nd, 2025 – Addi, the fastest growing provider of financial and commerce solutions in Colombia, strengthened its leadership team today with the appointment of two seasoned technology executives. Fernando Trueba joins as Chief Marketing Officer (CMO) and Manish Bansal as Chief Product Officer (CPO), bringing decades of combined experience from leading technology companies including Square, Amazon, eBay, and Rev. They will report to Santiago Suarez, co-founder and Chief Executive Officer.

The appointments come as Addi continues its rapid expansion, already serving more than 2.5 million customers and 30,000 merchant partners across Colombia. The company's proprietary platform, dual-sided ecosystem, differentiated suite of solutions, and valuable data and intelligence position it as an advantaged player in Latin America's fast-growing fintech ecosystem.

Fernando Trueba, Chief Marketing Officer

Fernando brings extensive experience in scaling growth and marketing organizations at high-growth technology companies. Most recently, he served as CMO at Rev, following his role as CMO at Favor Delivery, where he led marketing during a critical growth phase. Previously, Trueba spent three years as CEO of Luv.it in the San Francisco Bay Area and served as Director of Growth at eBay, where he spearheaded the company's expansion into Latin America and global emerging markets, delivering billions of dollars in new GMV. 

Trueba's career also includes leadership roles at Microsoft as Product Marketing Manager and at global brands such as Johnson & Johnson and Red Bull. He holds an MBA from Duke University's Fuqua School of Business and has been an active consultant to more than 25 hyper-growth startups across Latin America, advising them on product-led growth and marketing strategies., "Fernando's proven track record in scaling marketplaces, launching products in Latin America, and building growth engines at companies like eBay and Rev makes him the ideal leader to accelerate Addi's market expansion," said Santiago Suarez, CEO of Addi. "His deep understanding of the Latin American market combined with his Silicon Valley experience will be instrumental as we continue to democratize access to financial services across the region."

“I’m thrilled to be joining Addi at this critical juncture. I’m inspired by our company’s purpose of bringing pride and abundance to Colombian consumers and businesses, and I’m looking forward to working with Santiago and the team.”

Manish Bansal, Chief Product Officer

Manish joins Addi with more than 20 years leading product and technology across commerce, payments, SaaS, and supply chain at some of the world’s most innovative technology companies.

At Square (Block), he led the Staff and Customers product pillars, a cross-functional organization responsible for products contributing the majority of Square’s SaaS revenue, and delivered sustained double-digit growth through new products and go‑to‑market improvements. He also led a company‑wide pricing and packaging simplification and created Square’s 10X‑AI program to upskill product managers and accelerate AI‑powered experiences.

Previously at Amazon, Manish led global product for Marketplace Seller Services, spanning inventory placement optimization, seller inbound tooling, storage and replenishment, and the dropship program, partnering with Operations and Technology teams across multiple regions. His teams delivered nine-figure cost savings and materially improved availability through fulfillment and inventory innovations, and strengthened seller tools to reduce abandonment and drive hundreds of millions in incremental sales. Earlier, as Director and GM for Amazon’s Gift Cards and Stored Value business, he revitalized growth and launched new products that delivered billion-scale incremental sales.

Bansal also held a leadership position at Wiliot as Chief Product Officer and has been recognized with multiple patents for product innovations throughout his career.

"Manish's exceptional track record of building and scaling products and businesses at Square and Amazon makes him uniquely qualified to lead our product organization," added Santiago. "His experience driving multi-billion dollar businesses and his deep expertise in commerce, payments and platform development will accelerate our ability to deliver innovative financial solutions that transform how Colombians shop, pay, and manage their money."

“I'm thrilled to bring my experience building and scaling products to help Addi scale financial solutions that create real economic opportunity for Colombian consumers and merchants. The best fintech products disappear into everyday life, and that's what we're building here".

Both executives join Addi at a pivotal time as the company continues to scale its operations and expand its impact in the region. Their appointments reflect Addi's commitment to building a world-class leadership team capable of executing on its ambitious vision to become Latin America's premier commerce and financial services platform.

About Addi

Addi is the leading provider of next-generation financial and commerce solutions in Colombia, serving more than 2.5 million consumers and 30,000 merchants across SMBs and large enterprises. The company powers everyday commerce by expanding access to credit, enhancing transaction experiences, and driving strong conversion. Its advantaged business model leverages a proprietary platform, dual-sided ecosystem, differentiated solutions, and valuable data to deliver strong customer and merchant value, powerful network effects, and efficient growth. Founded in 2018, Addi is backed by global investors including Andreessen Horowitz, GIC, and Union Square Ventures.

For more information, visit www.addi.com

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