30 Best Leaders To Watch 2020

SafetyPay Inc.–Enabling Alternative Payment Methods around the World


“SafetyPay is a non-card payment platform which comprises the largest Bank network in Latin America enabling cross border and local ecommerce transactions thru Bank transfers and cash payments for a global market of consumers.”

Within developing countries:

  1. The number of customers who have Credit Cards is less than 35%.
  2. Credit availability is minimal, and lines of credit assigned to consumers are limited.
  3. More than 50% of users are afraid to commit financial information on the web to avoid risk of fraud.

Therefore, banked Customers look for other payment alternatives to make purchases on line.

In light of the aforementioned, a significant portion of the Banked Consumers look for other payment alternatives to make purchases online, hence we are pleased to present SafetyPay:

SafetyPay is the largest Bank Aggregator in Latin America. The Company focuses on enabling Bank Transfers and Cash Payment options, so that Consumers can buy thru the web. SafetyPay integrates more than 380 Banks into its network, provides access to 180,000 collection points of payment and enables cross/multi-currency settlement in 17 Countries.

In Conversation with Gustavo Ruiz Moya, SafetyPay CEO

Can you brief us about the history of your company?

The company was founded in 2007 as a non-card e-commerce payment platform to enable alternative payment methods with a focus on cross-border transactions. As a multinational Financial Institution, SafetyPay has the mission to encourage payment inclusion through Latin American and enable foreign merchants to make cross border sales.

SafetyPay conception has a threefold argument:


  • Democratize E-commerce, a completely new customer segment which allows them to place orders and pay for them thru Bank transfer and or cash,
  • Eliminate online fraud risk,
  • Protect customers information
  • Enable consumers to shop from merchants worldwide and pay directly from their bank accounts in their local currency.


  • Enable incremental sales by processing payments of under banked and international consumers
  • One single integration provides access to several countries and multiple currencies
  • Online real time confirmation improves conversion and merchant inventory management
  • Eliminate fraud and charge back.


  • Increase usage of Bank payment option
  • Access to international merchants
  • Have an additional revenue source

‘What is your greatest fear and how do you manage fear?

My greatest fear: not staying ahead of the competition through continuous innovation which will lead to loss of market share.

The only way to manage fear is to constantly challenge Yourself, persevere no matter what comes Your way and ensure You outline a clear path to meet Your objectives.

‘It is difficult to start a venture, but far more difficult to maintain it’. How would you and your team interpret this saying?

“Difficult is an understatement”.

Scaling the business and creating a value proposition that is relevant and innovative for the marketplace is extremely complex.

In order to maintain the edge, you must:

  • Continuously revamp the value You deliver in the market place
  • Understand Your customers and users in order to increase share of wallet
  • Stay ahead of the competition
  • Identify clear levers to drive change within the organization in order to improve performance,
  • Create a culture that embraces diversity and drives results
  • Develop talent and acquire new talent to meet and exceed growth expectation.

It´s very important to ensure the Company has a clear Vision and Mission.

What would you say was the single most influential factor in your business’ success?

Defining a clear/aspirational path to success, while ensuring the organization was engaged and persevered to truly provide a differentiated product and service in the markets we operate in.

What other leaders do you look up to, and why?

I look up to leaders like Ken Chenault, the former chairman and CEO of American Express. He was very clear in terms of the Vision for the company and with his management Team he enabled the Company to become the best service provider in the world, while driving very strong results, profitable growth and value for its Shareholders.

What are your future focus areas?

  • Continued aggressive growth in the payments processing arena
  • Expansion to other Regions and markets,
  • Continue to partner with Banks to offer Financial services,
  • Complement our collection capability with payment disbursement functionalities.

What do you hope to accomplish in the long run?

We will become the most relevant Alternative Payment Method in the world.

The Driving Force Behind the Success of  SafetyPay – Gustavo Ruiz Moya

Gustavo Ruiz Moya is the CEO of SafetyPay, Inc. He has gained extensive experience in several sectors such as Payments, Banking, and Travel Industries. Prior to joining SafetyPay, Gustavo led American Express bank in Mexico, holding several top positions including VP and General Manager. Gustavo’s strategic vision and knowledge of international markets is helping SafetyPay achieve aggressive performance goals including increasing market share and enhanced bottom-line results.