Serena is the CEO and co-founder of Virtual B. Virtual B has been a pioneer of fintech in Italy, and in 2011 it launched AdviseOnly, the first robo-advisor in Europe. Virtual B is a technology-based company enabling financial institutions to leverage their own data to better serve their clients and to offer the type of customer centric service and personalized experience that represent the new norm in the digital era. Serena’s early career in investment banking at JP Morgan and Goldman Sachs has convinced her that technology can foster awareness, increase transparency and ultimately make finance more accessible. She sees technology as a field offering infinite creative possibilities and considers her job as entrepreneur a neverending learning opportunity. Her secret recipe to balance work and family is long distance running.