Sanja Kon is the Vice President for Europe at Circle, a position in which she spearheads the development of Circle’s distribution partnerships across the region. Prior to Circle, Sanja was the CEO of xMoney, a leading European Web3 payment platform, acquired by MultiversX. Before her tenure at xMoney, Sanja occupied various executive positions at leading companies such as PayPal, eBay, and Vodafone. In these roles, she actively pursued partnerships and successfully built international teams in challenging commercial environments. Sanja’s expertise lies in forming strategic alliances and navigating complex business landscapes. Sanja is an accomplished speaker who consistently engages large audiences with her insightful discussions on topics related to innovation, change, and inclusion.
Recently, in an exclusive interview with Digital First Magazine, Sanja shared her professional trajectory, insights on the evolution of the financial landscape in the next 5-10 years, the inspiration behind her book, her favorite quote, future plans, words of wisdom, and much more. The following excerpts are taken from the interview.
Hi Sanja. What drives your passion for innovation and disruption in the financial industry?
My passion for innovation in the financial industry stems from a very personal place. Growing up, I witnessed firsthand the devastating impact of the Yugoslavian War on my family and friends, many of whom lost their savings overnight due to the collapse of banks and financial systems. This left me with a deep question that has guided my career: How is this possible, and what can we do better?
This drive for a better financial future led me to blockchain and digital assets, as they offer tangible solutions for individuals in emerging markets. By enabling secure, peer-to-peer transactions and providing alternatives to inflationary currencies, blockchain empowers the unbanked and underbanked to access financial services that were previously out of reach.
For me, innovation isn’t just about technology—it’s about creating systems that are more inclusive, resilient, and equitable for everyone, regardless of their circumstances.
What do you love the most about your current role?
What I love most about my current role is being part of Circle’s mission to raise global economic prosperity through the frictionless exchange of value. Our work with stablecoins and blockchain technology creates real-world solutions that help people and organizations—whether it’s providing faster, more cost-effective remittances or enabling businesses to operate seamlessly across borders. Knowing that what we do can drive financial inclusion and economic growth is incredibly fulfilling.
In my role, I have the privilege of working with a wide variety of partners, from traditional banks to innovative remittance companies, each with unique needs and opportunities. This diversity keeps my work dynamic and exciting, as I get to collaborate on innovative use cases that bridge traditional finance with the digital economy. It’s incredibly rewarding to see the tangible impact of these partnerships, helping institutions and individuals unlock new possibilities.
How do you see the financial landscape evolving in the next 5-10 years, and what role do you think blockchain and web3 will play?
I believe the financial landscape will undergo a profound transformation in the next 5–10 years, driven by advancements in blockchain and Web3 technologies. Stablecoins, in particular, stand out as the ‘killer app’ of Web3. With over $20 trillion in transactions processed by USDC alone, we’re already witnessing their growing adoption for payments, remittances, and treasury management.
Stablecoins offer significant advantages over traditional fiat systems. They enable near-instant, low-cost transactions across borders without the friction and delays of legacy infrastructure. For treasury use cases, they provide a more efficient way for businesses to manage liquidity and optimize cash flow while minimizing exposure to currency volatility.
As stablecoins become even more integrated into financial systems, I see them disrupting traditional payment rails, empowering individuals in inflationary economies, and creating more inclusive financial ecosystems globally. This shift is not just about technology—it’s about fundamentally improving how value moves in our increasingly interconnected world.
What inspired you to write “Web3 and Blockchain 4 Women,” and what message do you hope readers take away from the book?
I was inspired to write Web3 and Blockchain 4 Women because I’ve noticed that many women tend to shy away from topics like blockchain, Web3, and even personal finance, often outsourcing financial decisions to others. I wanted to change that by providing a resource that empowers women to engage with these critical subjects confidently.
The book is not just about Web3—it’s also a deep dive into the money mindset, addressing the fears many of us have around money and offering practical guidance on how to overcome them. I wanted to normalize these conversations and show that it’s okay to have fears about money; the key is learning how to face them and take control of your financial future.
This is a practical book, designed to break down the basics, so it’s accessible to anyone, regardless of their prior knowledge. My message is simple: if I can do it, any woman can too. My hope is that readers come away feeling inspired, informed, and ready to explore the opportunities Web3 and blockchain can offer.”
How do you balance your executive responsibilities with your commitment to mentoring and supporting startups?
“Balancing executive responsibilities with mentoring startups is definitely a challenge, so I’ve learned to focus my efforts on quality over quantity. I typically mentor one startup at a time, and it has to align closely with my interests and values. I’m particularly passionate about supporting women-led startups or those working on impactful projects, such as advancing women’s health or empowering economies in marginalized communities.
Mentoring allows me to give back while staying connected to the innovative energy of the startup ecosystem. It’s incredibly rewarding to share my experience and see how even small pieces of advice can help shape their journey toward success.”
What role do you think diversity and inclusion play in driving business success?
Diversity and inclusion are fundamental drivers of business success, offering a multitude of benefits that enhance organizational performance. Research indicates that companies with diverse executive teams are 25% more likely to achieve above-average profitability.
Additionally, diverse teams are 87% better at making decisions, leading to more effective strategies and outcomes.
Furthermore, organizations that prioritize diversity are 70% more likely to capture new markets, reflecting an enhanced ability to understand and meet diverse customer needs.
These statistics underscore the critical importance of fostering an inclusive environment where varied perspectives are valued, ultimately driving innovation and long-term success.
Who has been a personal role model or mentor to you throughout your career, and what qualities or characteristics have you admired or emulated?
I’ve been fortunate to have many role models and mentors throughout my career, as I strongly believe you can learn from anyone, regardless of their seniority, experience, or background. My approach has always been to observe and ask myself, “What can I learn from this person?” Whether they are more senior or junior than me, everyone brings unique perspectives, skills, and experiences that can teach us something valuable.
Throughout my career, I’ve had people whom I’ve intentionally sought out as mentors, particularly during pivotal moments or when navigating new challenges. I believe a great mentor is often someone who is just a few steps ahead—someone who has recently faced and overcome the challenges you are currently experiencing. These mentors have helped me gain clarity, anticipate obstacles, and build confidence in my decision-making.
Beyond business, my greatest role models are my grandmother and my mother. Their unwavering resilience and ability to maintain a positive outlook on life, despite the challenges they faced, have deeply influenced me. They’ve taught me the importance of staying grounded, adapting to change, and approaching every situation with determination and grace.
For me, a combination of professional mentors and personal role models has been key to growth. While mentors help me refine my skills and navigate professional complexities, personal role models provide a broader perspective on perseverance, optimism, and the importance of values. These qualities are something I strive to emulate not only in my career but also in my daily life.
How do you keep your mind healthy and stay resilient? And how do you motivate your team?
I love this question because mental health is finally receiving the attention it deserves, and it’s always been a priority for me. To keep my mind healthy and stay resilient, I’ve developed a toolkit of daily practices that I can adapt based on my schedule. Meditation, journaling, and affirmations may sound simple, but even dedicating just five minutes in the morning makes a big difference in setting the tone for the day.
Moving my body is another key practice—whether it’s a workout, a yoga class, or simply a walk in nature or around the block. It helps me clear my mind and recharge. When possible, I love to immerse myself in yoga and meditation retreats, but with family responsibilities, these moments are rare, so I truly value them when they happen.
When it comes to motivating my team, I believe in leading by example—showing resilience, transparency, and a genuine commitment to our shared goals. I strive to create an environment where they feel supported, empowered, and encouraged to take care of their own well-being, knowing that a healthy mind fuels creativity and productivity.
What is your favorite quote?
Life is happening FOR you, not TO you. (Tony Robbins)
Where do you see yourself in the next 5 years?
Contrary to what some might think, I don’t believe it’s productive to fixate on a rigid vision of where I need to be in 5 or 10 years. While having a general sense of direction is important, being overly focused on a predetermined path can sometimes close you off to opportunities you might not have anticipated.
Throughout my career, my greatest growth and most rewarding experiences have often come from opportunities I hadn’t planned for. For example, starting my own company was never something I had mapped out as part of a long-term plan. It was the result of an unexpected opportunity—one that allowed me to build something meaningful with a group of people who became like family. If I had been too rigid in pursuing a specific career path, I might have missed that life-changing experience.
While I know broadly the areas where I want to grow and develop—such as refining my leadership skills, working on impactful projects, and contributing to meaningful innovations—I remain open to where those goals might take me. I believe that the key to success is being adaptable, staying curious, and seizing opportunities when they arise.
For me, it’s less about fixating on a specific destination and more about enjoying the journey. I focus on doing my best in the present, remaining open to learning, and embracing the unexpected. This mindset has allowed me to explore paths I never would have imagined and has shaped my career in ways I am incredibly grateful for.
In 5 years, I hope to continue growing, taking on new challenges, and contributing to impactful projects—but more importantly, I want to remain open to the possibilities that life and work might present along the way.
What advice would you give to women looking to break into the tech and finance industries?
The first piece of advice I would give to women looking to enter tech and finance is to have confidence in your abilities and take more risks. Studies have shown that women often hold themselves back from applying for opportunities because they feel they need to meet 100% of the qualifications, while men tend to apply even if they meet only 60%. My advice: don’t wait until you feel perfectly prepared—growth happens when you take on challenges that stretch you.
This is an incredible time for women to enter these industries. Barriers are being broken, and there are more women than ever in leadership roles, building companies, and shaping the future of tech and finance. Use this momentum to your advantage. Seek out other women who inspire you, whether through formal mentorship or simply by asking for advice. Many women are eager to share their experiences and help others navigate the challenges they’ve faced.
Networking and building relationships are also key. Don’t underestimate the power of connecting with people who can advocate for you, whether they’re male or female. Build a support system of peers, mentors, and sponsors who will encourage you to take risks, grow, and succeed.
Finally, embrace the fact that you belong in this space. Tech and finance are evolving rapidly, and diverse perspectives are more valued now than ever. These industries are looking for problem-solvers, innovators, and leaders who bring unique ideas to the table—qualities that transcend gender.
My advice is simple: be bold, stay curious, and don’t underestimate what you bring to the table. The journey may have its challenges, but the opportunities to make an impact have never been greater.