Ad Pontem Advisory

Fractional & board roles in payments, FinTech & financial services

Bridging financial institutions, innovators and the public sector — with commercial judgement earned at Barclaycard, American Express, Mastercard and Visa.

About

Ad Pontem — Latin for “to the bridge”

Ad Pontem Advisory is the independent practice of Louise Holden FRSA — a Non-Executive Director and board advisor who has built and run commercial businesses in payments, most recently taking Visa Government Solutions from inception to $90M+ in annualised revenue across 50+ markets, and previously owning a €4BN UK&I portfolio.

Her career spans Barclaycard, American Express, Mastercard and Visa — across issuing, acquiring, prepaid, commercial cards, cross-border money movement and digital assets — and three industry re-platformings: plastic to mobile, batch to real time, and cards to wallets and stablecoins.

The practice works with FinTechs, challenger banks and financial infrastructure businesses on commercial growth strategy, strategic partnerships, public sector and government market access, and international market entry.

Louise offers boards commercial judgement: testing whether a growth plan has a credible path to revenue and where its assumptions need challenge. She has built a business from nothing and shut down initiatives that were not viable — so she distinguishes executable growth from well-presented ambition. Her specialism is partnerships into government, public sector and multilateral markets, where procurement, buying cycles and risk appetite create particular hurdles for smaller organisations.

And she brings this from inside a governance structure, not alongside one: at Visa she sat on the Government Solutions leadership team — P&L, remuneration, succession, reporting to the Executive Committee — and designed the function's risk architecture. As a Cheltenham Ladies' College Trustee she carries full fiduciary duties.

How I work

Three ways to work together

Currently accepting non-executive, advisory and interim mandates.

I

On boards

Non-Executive Director · Board Advisor

Commercial challenge. I test whether a growth plan has a credible path to revenue, and separate executable growth from well-presented ambition.

II

As an advisor

Strategic advisory

Partnership strategy, deal structuring, go-to-market and public sector market access for FinTechs, challenger banks and financial infrastructure businesses.

III

Fractional & interim

Fractional · Interim · Contract

I step in as Head of Partnerships or commercial lead to build the pipeline, the partner playbook and the team.

What I bring to a board

Five strengths, proven inside the boardroom

01

Building & scaling commercial businesses

I have carried the number, set the pricing and owned the pipeline — so I can see quickly where a plan is thin.

  • Built a business unit from nothing to $90M+ annualised revenue across 50+ markets — pricing, deal structuring, forecasting, pipeline discipline and sales execution.
  • Signed 5 FinTech and bank ecosystem partners and led 15+ complex RFPs to close, enabling money-movement solutions to reach 100M+ recipients across 120+ markets.
  • Coached FinTech founders and commercial teams on go-to-market and deal structuring — shaping propositions a regulated buyer would actually back.
02

Winning government, multilateral & humanitarian business

These markets buy slowly, and rarely the way a growth plan assumes. I can show a board how to open them — and stress-test the numbers before it commits.

  • Owned regional P&L for 35+ UK and Irish public sector and prepaid partners: €4BN+ annual programme turnover. Closed digital payment infrastructure agreements with 10+ European governments.
  • Led ministerial-level negotiations with the Government of Rwanda on national health digitisation; senior executive sponsor for WFP, The Global Fund and the World Bank.
  • Coached a LATAM-based FinTech into engagement with UN OCHA — opening pipeline it could not have accessed independently.
03

Business-unit governance, risk & oversight

I have sat inside a business unit's governance structure — remuneration, succession, P&L, reporting to the executive committee — rather than alongside one.

  • Member of the Visa Government Solutions leadership team through its scale-up — owning the unit's P&L, signing off remuneration and succession, and reporting to Visa's Executive Committee.
  • Designed and owned the function's risk register from the outset; established the third-party partner onboarding and due-diligence process adopted across the wider business.
  • Career-long operation within regulated financial services across multiple jurisdictions and supervisory regimes.
04

Emerging technology in regulated environments

Two decades taking new technology from proposition to national-scale deployment under regulatory scrutiny. I test a transformation case for deliverability, not just ambition.

  • Pioneered integration of stablecoin, digital identity wallets and cross-border digital cash into Visa's government and humanitarian programmes — among the first within the Visa network to operationalise these at scale.
  • Led government digital transformation programmes across social protection, digital identity, data and smart cities, delivering average programme savings of c.25%.
  • Oxford Saïd AI Executive Leadership Programme (distinction); led the launch of the first mobile handset capable of making payments, with Orange and Barclays.
05

Talent, culture & capability

I have built teams from nothing and made the hard calls when people were not right for the business.

  • Recruited, developed and led a team of 10 partnership professionals from formation to high performance, embedding the standards, playbooks and culture that sustained growth.
  • Carried succession and reward decisions for the function into the leadership team, and executed difficult exits where performance or fit required it.

Competency summary

Government, multilateral & humanitarian marketsFinTech & payments commercial strategyConstructive challenge & board effectivenessP&L governance & financial stewardshipBoard-level talent, culture & successionRisk, governance & regulatory oversightCybersecurity & digital infrastructure riskDigital currencies, stablecoins & emerging paymentsAI strategy & responsible technologyCross-border money movement & financial inclusion

Governance & board appointments

Current appointments

Trustee & Council Member

Cheltenham Ladies' College

Elected 2026. Statutory fiduciary responsibility as trustee of a registered charity; member of the Finance & Executive Committee and the Nominations Committee.

Board Member

ARISE — ActionAid

Governance and oversight of international development programmes.

Member

FinTech Board Circle

Governance development programme focused on FinTech sector NED practice.

Life Fellow (FRSA)

Royal Society of Arts

Regional President, Women's Leadership Network · Political treasurer.

Executive career

Three decades in payments

Full executive detail available on request.

Education & credentials

  • University of Oxford, Saïd Business School
    AI Executive Leadership Programme, distinction (94%), 2025
  • University of Bristol
    BA Classics
  • ACIB (Finance) — merit passes
  1. 2022 – 2026

    Global Head of Partnerships, Visa Government Solutions

    Visa Inc., London

  2. 2018 – 2022

    Vice President, Humanitarian & Development Partnerships

    Mastercard, London

  3. 2013 – 2018

    Vice President, Government & Public Sector, Europe

    Mastercard, London

  4. 2006 – 2013

    Director, Account Management

    Mastercard, London

  5. 2003 – 2006

    Senior Marketing Manager

    American Express, London

  6. 1992 – 2003

    Senior leadership roles in payments

    Barclaycard (Barclays), London & South Africa