Bianca Zwart didn’t study finance. She studied languages — five of them — because she wanted to understand how people think, not because it looked like the smart move.
The Drofa Comms team is delighted to announce that our latest Women Leading the Way interview, with Bianca Zwart, Chief Strategy Officer at bunq, is now live!
Ten years ago, Bianca joined bunq answering support tickets, one user question at a time. Today she sets the bank’s strategy, and she treats that route as an asset, rather than a detour.
Support taught her that users are the strategy. Communications taught her to make complexity simple. Operations taught her that a good idea only counts once someone actually goes for it. By the time she reached the C-suite, nobody needed to explain the job to her — she’d already lived every part of it.
We also talked about how bunq keeps developing fast inside one of Europe’s most regulated industries. She shared why she once stepped away from bunq to build her own business. And why she believes product and narrative were never meant to be separate.
Her read on AI cuts against the current hype too: users, she argues, were never asking for the technology itself — they were asking for an easier life.
One line from the conversation particularly stuck with us:
“Users don’t care how complex something was internally. They only care whether you solved their problem or not.”
