Tribe Payments: Leading the fintech charge in Lithuania & the Baltics

With more than 15 years in fintech, Rūta Kairytė has helped shape Tribe Payments from its earliest days. Now Commercial Director for Northern Europe, she’s leading the company’s growth across the Baltics and Nordics. In this Q&A, Rūta shares her story with Tribe, the importance of the Baltics payments ecosystem, and what's next for Tribe.

• What drew you to leading the Baltics for Tribe?

It felt like a natural step. I’m a proud Lithuanian, and having been with Tribe since day one, I’ve seen firsthand how strong the talent and tech culture is here. The Baltics are where our roots are, and I wanted to build on that story and showcase the region’s strengths on a global stage.

• What’s your vision for Tribe in the Baltics?

Our goal is to become the leading payments processor in the region – not just by size, but by trust. Leadership isn’t only about being recognised; it’s about being relied on. We want businesses to see Tribe as the partner they turn to for secure, smooth and future-ready payments, and to feel confident that we’re anticipating regulatory and tech shifts on their behalf.

• Which areas of payments hold the most potential for growth?

Embedded finance and digital assets – from fiat–crypto flows to stablecoins and CBDCs – are reshaping the industry. Marketplaces are also transforming how payments work, and Tribe’s capabilities fit naturally into that evolution.

The Baltics itself is a diverse, fast-growing landscape. Lithuania leads with more than 270 fintechs serving over 27 million customers. Latvia has strong capabilities in payments, data and blockchain, while Estonia’s digital infrastructure and e-Residency programme make it one of Europe’s most innovative markets. There are challenges – talent shortages, cybersecurity risks, regulatory complexity – but collectively the region is cementing itself as a major European fintech hub.

• How would you describe the broader fintech landscape in the Baltics?

The Baltics punches well above its weight. We’ve seen standout fintechs emerge from all three countries, supported by regulators who actively encourage innovation through sandboxes, fast licensing pathways and open collaboration with industry.

We’re also a region that has embraced digital payments early. By 2023, the Baltics generated €3.4 billion in e-commerce revenue, and real-time payments have been widely used since 2017. Open Banking, mobile POS and wallet-based payments have become the norm. It’s no surprise Visa has called the Baltics a “hotbed of payments innovation” – though there’s still plenty of room for further scale and maturity.

• What challenges do SMEs face – and how can Tribe help?

Many SMEs struggle with managing multiple providers for payments, banking and compliance, which creates complexity and slows their ability to grow. They also lack the visibility and control they need over payment flows, especially when expanding into new markets.

Tribe’s role is to remove that friction. We make payments simple, reliable and scalable so SMEs can focus on growing their businesses instead of battling fragmented systems.

• How do you balance local needs with Tribe’s global strategy?

For us, global growth and local relevance go hand in hand. We’ve built strong customer relationships in Lithuania and Latvia, and we’re now expanding that approach in Estonia and the Nordics. Each market has unique cultural, regulatory and commercial nuances, and understanding them is essential.

At the same time, we bring the strength of our global technology and operational excellence into every region. Our experience in Asia-Pacific – where we grew a customer base before opening our Singapore HQ in October 2024 – has shaped how we scale sustainably, and that mindset guides our expansion across Europe.

• What partnerships are most important for Tribe’s Baltic expansion?

Partnerships are central to our strategy. We’re deepening our work with national fintech associations to help shape the ecosystem and ensure businesses have access to world-class payment solutions. 

We’re also strengthening relationships with major card schemes, including Visa, and collaborating closely with central banks to support regulatory alignment and long-term resilience. All of this helps build a payments environment that’s trusted, secure and globally connected.

• How will your experience and leadership approach influence Tribe’s growth in the region?

Having been part of Tribe since its inception, I’ve experienced every stage of our journey. I know the technology deeply and understand our customers’ challenges just as well. My leadership style is rooted in curiosity and a constant drive to improve. I believe in challenging assumptions, asking the right questions and staying focused on solving real problems for our customers. That combination helps us remain agile and grounded as we grow.

• How is Tribe staying agile as the market evolves?

Agility has always been part of our DNA. Our modular technology lets us adapt quickly to new demands, regulatory changes or shifts in customer behaviour without reinventing the wheel. But agility is also about mindset. We listen closely to customers and anticipate trends – from the rise of embedded finance to the increasing importance of real-time payments and strong compliance frameworks – so we can respond quickly and intelligently.

• Why is Kaunas such an important base for Tribe?

Kaunas has been our main technology hub from the very beginning. The engineering culture here is exceptional, and the professionalism and precision of our early teams made it clear this was the right home for our tech. Today we have almost 160 people in Kaunas, and colleagues visiting from across the world are always struck by the energy of the city. It’s a place that inspires creation – and that’s why it continues to be so central to Tribe’s journey.