Adyen Co-Founder Urges Europe to Embrace Its Ambition

Washington DC, United States Jul 23, 2026 ALN: In 2018, the company I helped build, Adyen, went public in Amsterdam, becoming Europe’s most valuable fintech at the time. I joined in 2007 as employee number 009. I would have preferred 007, but that position had already been taken.

Over the next 11 years, I watched Adyen grow from an ambitious startup into a global payments leader. It remains one of the achievements I am most proud of, and I remain deeply grateful to the team that made it possible. The journey of Adyen is emblematic of the broader evolution of the European fintech landscape, which has seen a dramatic transformation over the past two decades. From a nascent sector to a powerhouse of innovation, Europe has produced a plethora of successful financial technology companies that have reshaped how consumers and businesses interact with money.

After that, I stepped away. I travelled, joined boards, invested in companies, and spent more time on hobbies (still not great at Tennis). But eventually, I realised I missed building. I missed the energy of creating something from an idea. I missed working alongside ambitious people chasing a difficult goal. Most of all, I missed the sense that a small group of people could change an industry. This desire to build and innovate is a common thread among many entrepreneurs, especially in a landscape as dynamic as Europe's, where the opportunities for disruption are abundant.

Then, in March 2024, I met my co-founder, Shah Ramezani. When you know, you know. What struck me immediately was his energy, conviction, and belief that stablecoins could fundamentally improve how money moves around the world. A little over a year later, we launched Noah with a simple mission: to build the infrastructure for money that moves at the speed of the internet. The concept of stablecoins has gained traction in recent years, particularly as the digital currency landscape evolves. These digital assets, pegged to stable assets like fiat currencies, promise to bring stability to the often volatile world of cryptocurrencies and enhance the efficiency of financial transactions.

Looking back, the lesson I learned at Adyen is not that Europe lacks ambition. The lesson is that Europe hides it. Adyen’s success was never built on hype. We focused relentlessly on customers, execution, and product. That discipline remains one of Europe’s greatest strengths. Many of the continent’s most successful technology companies were built the same way. This focus on substance over style is a hallmark of the European entrepreneurial spirit, which often prioritizes long-term value creation over short-term gains.

But that strength can also become a weakness. Europe didn’t confuse ambition with arrogance. It confused humility with silence. We are taught to build quietly, to under-promise and over-deliver, and to let the work speak for itself. There is value in that mindset. Great companies require substance. Great products matter. Yet talent, capital, and customers do not rally around products alone. They rally around belief. The best people want to join a mission. Investors want to back founders who can articulate a future that does not yet exist. Customers want to understand not only what a company does, but why it matters. This highlights a critical aspect of entrepreneurship: the ability to communicate a vision effectively is as important as the product itself.

Too often, European founders assume that if they build something exceptional, the world will notice. It rarely works that way. This is where Europe can learn from the United States. American founders are often far more comfortable talking about the future before it arrives. Sometimes they overdo it. Sometimes the vision gets ahead of reality. But they understand something important: people invest in possibilities before they invest in outcomes. The American entrepreneurial culture encourages bold claims and ambitious visions, often leading to a more vibrant ecosystem of startups and investments.

Storytelling is not about exaggeration. It is about creating belief. The most effective founders can describe a future so clearly that talented people want to help build it. They attract momentum long before they achieve scale. This is particularly relevant in today's fast-paced digital economy, where the ability to articulate a compelling narrative can differentiate a startup from its competitors. In an age where attention spans are short and competition is fierce, effective storytelling can be a game-changer.

Ironically, many of Europe’s perceived disadvantages are actually advantages. Because our home markets are fragmented, European companies are forced to think globally from the beginning. Companies such as Adyen, Wise, and Revolut did not have the luxury of building a billion-dollar business in one domestic market before expanding internationally. Going global was never a later phase. It was day one. This inherent necessity to think globally can foster innovation and adaptability, traits that are crucial in a rapidly changing global market.

The same is true of capital. European founders often operate with fewer resources than their American counterparts. While frustrating at times, it creates a level of discipline that can become a powerful competitive advantage. Companies that learn to earn growth often outperform those that simply buy it. This discipline can be seen in various sectors, where European companies have developed sustainable business models that prioritize profitability and long-term growth over rapid expansion fueled by venture capital.

Europe already produces exceptional founders. It already produces world-class technology. It already produces global companies. Storytelling is not hype. It is not a substitute for execution. It is how companies attract talent, capital, customers, and momentum before the outcome is certain. The companies that define categories are rarely those with the best products alone. They are the ones that combine great execution with a compelling vision of the future. This combination of execution and vision is crucial for the success of any startup, particularly in a competitive landscape where differentiation is key.

Europe does not need more ambition. It needs to stop hiding it — and start telling its story. By embracing a culture of open communication and bold vision, European founders can unlock their full potential and create a thriving ecosystem that not only competes with but also leads the global technology landscape. The journey forward involves not only innovation and execution but also the courage to share those aspirations with the world, inviting others to join in the pursuit of transformative change.

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