Aida Diarra is shaping the future of digital payments in Africa through her leadership at Visa.
Aida Diarra began her career in the 1990s at Western Union in New Jersey, managing outbound remittances from the U.S. to African countries. This early experience offered her valuable insight into cross-border payments and the challenges of financial inclusion. She later relocated to Casablanca, Morocco, where she gained deeper exposure to the continent’s financial ecosystem.
In November 2018, Diarra was appointed Senior Vice President and Head of Sub-Saharan Africa at Visa, the global digital payments company. She oversees operations across over 50 countries, working through seven regional offices. Her appointment came when digital payments gained momentum but faced challenges such as low infrastructure, minimal digital service penetration, and widespread reliance on cash.
Visa’s Expanding Role in Africa
Visa is a digital payment facilitator connecting consumers, businesses, and financial institutions. In Sub-Saharan Africa, where approximately 85–90% of all transactions remain cash-based (totalling around $800 billion annually) and 261 million people are unbanked, Visa’s strategy has focused on expanding digital access and reducing cash dependency.
To bridge these gaps, Visa has partnered with banks, fintech, mobile network operators, and SMEs. One notable solution is Tap to Phone, which allows smartphones to serve as point-of-sale devices—an innovation to empower small businesses and expand financial inclusion.
Leadership and impact
Since taking on her role, Diarra has guided Visa’s response to the region’s unique challenges. While advancing business goals, she has significantly emphasised social impact, driving initiatives that offer secure, affordable digital payment options in underserved areas.
“Access to secure, convenient, and affordable digital payments is foundational to the future of money movement and the creation of an inclusive economy,” she stated.
Diarra has also prioritised women’s economic empowerment. With Sub-Saharan Africa boasting one of the highest rates of women entrepreneurs globally—estimated at 26%—Visa extended its global She’s Next initiative to the region. This programme provides education, networking, and financial support to women-led businesses. Over 19,000 African female entrepreneurs have benefited, particularly through training on digital tools and e-commerce platforms.
Recognition and influence
Named among the 100 Most Influential African Women, Aida Diarra is a recognised voice in fintech and inclusion. Her leadership bridges the global and local, helping Visa align with Africa’s accelerating shift toward digitisation.
Drawing on her international and regional experience, she continues to navigate complex regulatory environments while championing inclusive financial systems that can uplift millions across the continent.
