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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.

Bridging financial institutions, innovators and the public sector — with commercial judgement earned at Barclaycard, American Express, Mastercard and Visa.
About
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
Currently accepting non-executive, advisory and interim mandates.
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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.
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Strategic advisory
Partnership strategy, deal structuring, go-to-market and public sector market access for FinTechs, challenger banks and financial infrastructure businesses.
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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
I have carried the number, set the pricing and owned the pipeline — so I can see quickly where a plan is thin.
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.
I have sat inside a business unit's governance structure — remuneration, succession, P&L, reporting to the executive committee — rather than alongside one.
Two decades taking new technology from proposition to national-scale deployment under regulatory scrutiny. I test a transformation case for deliverability, not just ambition.
I have built teams from nothing and made the hard calls when people were not right for the business.
Governance & board appointments
Trustee & Council Member
Elected 2026. Statutory fiduciary responsibility as trustee of a registered charity; member of the Finance & Executive Committee and the Nominations Committee.
Board Member
Governance and oversight of international development programmes.
Member
Governance development programme focused on FinTech sector NED practice.
Life Fellow (FRSA)
Regional President, Women's Leadership Network · Political treasurer.
Executive career
Full executive detail available on request.
2022 – 2026
Visa Inc., London
2018 – 2022
Mastercard, London
2013 – 2018
Mastercard, London
2006 – 2013
Mastercard, London
2003 – 2006
American Express, London
1992 – 2003
Barclaycard (Barclays), London & South Africa