Benjamin van der Lande, Chief Marketing Officer of HenriPay Holding N.V., is driven by a vision that goes deeper than profits. For him, fintech is a tool for social progress, and his mission is clear: to empower one billion people to achieve financial fitness. Central to this mission is HenriPay’s flagship product, Henri, a platform that promotes financial learning through game-like tools and personal guidance.
In an industry often shaped by competition and fast-moving technology, van der Lande presents a different perspective. He believes that ideals, when put into practice, can help real people make better financial decisions. These beliefs guide his efforts to bring lasting impact to underserved communities through accessible, user-centered financial tools.
A Bold Pivot Toward Empowerment
“We saw an opportunity to empower individuals who felt excluded by traditional financial systems. Our goal was not just to create another app but to provide tools that foster confidence and independence.” HenriPay’s journey began in 2022 when it shifted from real estate to fintech by acquiring Henri, a digital banking startup. By 2024, the company had completed its rebrand and committed fully to addressing gaps in financial literacy.
Henri reflects this mission through features that reward users for meeting savings targets, while also offering advice shaped by each user’s activity. Early numbers suggest it works: 63 percent of users under 25 reported better savings habits within six months of using the app.
This model connects with broader trends. Even as global fintech investment dropped to $95.6 billion in 2024, the sector is still expected to reach $1.5 trillion in revenue by 2030. HenriPay’s focus on underserved areas places it in a promising position within that growth.
Balancing Ideals with Pragmatism
“HenriPay is about more than technology—it is about building trust. We are creating tools that connect people to opportunities they have never had before.” While HenriPay’s goals are based on values, the company must also meet practical demands. In March 2025, it appointed fintech veteran Chakib Bouda to its advisory board. Bouda brings deep knowledge of payment security, supporting HenriPay’s expansion into regions like Latin America and Southeast Asia, where over 65 percent of adults remain unbanked or underbanked.
To manage regulatory demands and digital security threats, the company has invested €200 million in AI-driven monitoring tools and biometric systems. These steps are meant to protect users while helping the platform grow responsibly.
A Human-Centered Approach
Some have questioned whether using game features takes financial learning too lightly, but van der Lande disagrees. “Gamification is not about making finance a game—it is about making it engaging,” he said at a recent panel on behavior and money.
HenriPay is already making a difference. In Nigeria, early testing of its financial literacy modules showed that users remembered 22 percent more information compared to traditional programs—a strong result ahead of its broader release later in 2025.
For van der Lande, this outcome proves that fintech can carry strong values and still produce results. “True empowerment comes from understanding. Our goal is not just to provide tools but to foster confidence and independence,” he emphasized.
Building a Legacy
As HenriPay moves closer to launching its neobanking service later this year, van der Lande continues to focus on building change through tools that put people first. From savings features to personalized advice, every part of Henri is designed to support users as they build better financial habits.
“We are not building a bank—we are building opportunities,” van der Lande said while reviewing plans for HenriPay’s Nairobi innovation hub, which will hire 300 local engineers by next year.
For van der Lande and HenriPay Holding N.V., success is not measured only in profits or downloads. It is measured in how many lives improve as more people learn how to manage money with clarity and confidence.
