Meet Koya Matsuno

We were lucky to catch up with Koya Matsuno recently and have shared our conversation below.

Hi Koya , really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?

Looking back, I think the first spark of my purpose came while working on microfinance projects in Ghana and Central America during my time at UCLA. I was deeply inspired by how local communities—often overlooked by traditional systems—were coming together to create sustainable financial networks. There was a strong sense of entrepreneurial energy in these markets, a kind of raw ambition and problem-solving spirit that really moved me. It made me realize I wanted to be part of something that helped money flow more efficiently and fairly, especially in places full of potential but often starved of opportunity.

But I also realized something else: I didn’t yet have the hard skills to make the kind of impact I envisioned. That led me to investment banking at JP Morgan, where I dove deep into IPOs, privatizations, and other equity offerings. It gave me a front-row seat to how capital markets work—but more importantly, it equipped me with tangible tools I could one day bring back to the kinds of communities I first worked with.

It wasn’t until I helped take a tech company public across borders that something clicked. I realized I didn’t just want to be an advisor; I wanted to be on the business side—helping to build and scale solutions myself. That led me to join a food-tech startup, where I saw firsthand how technology can amplify impact in ways finance alone can’t.

Then the pandemic hit. Like many people, I had time to reflect. I kept coming back to Ghana—the people I met, the systems they were building, and the reason I joined banking in the first place. That clarity led me to start what has now evolved into VunaPay—a platform focused on unlocking financial potential for smallholder farmers across Africa through instant payments and cooperative digitization.

My purpose has always been about bridging financial innovation and local entrepreneurship. It just took a few pivots—and a lot of listening—to find the path that felt right

Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?

I’m currently the COO and co-founder of VunaPay, a fintech startup transforming how smallholder farmers in Africa access and manage their finances. We work directly with agricultural cooperatives—starting with coffee, dairy, and maize in Kenya—to enable instant payments and digital financial services tailored to the realities of rural farming communities.

What drives me is the idea that improving how money flows can unlock real change. In many of these communities, farmers often wait weeks or months to get paid for their produce. That delay creates a cycle of cash crunches, high-interest borrowing, and lost opportunities. With VunaPay, cooperatives can pay farmers instantly via digital payments, while also digitising their operations and unlocking access to additional financial products like credit, savings, and insurance.

What’s unique about our approach is that we don’t try to force a digital overhaul. Instead, we build tools that work with existing systems—whether that’s manual weighing scales or the way records are kept on paper. We’ve seen how small, thoughtful innovations can lead to big shifts when they’re grounded in the way people already work and live.

Right now, we’re focused on expanding into new regions, deepening our partnerships with financial institutions, and rolling out new features—like AI-powered support tools for cooperatives and embedded insurance offerings for farmers. It’s an exciting time as we continue to grow, learn, and build a product that truly responds to the needs on the ground.

At the core, VunaPay is about empowering farmers with the financial tools and dignity they deserve—so they can grow not just crops, but resilient livelihoods.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Looking back, one of the most impactful things in my journey has been the ability to navigate different cultures and environments. I grew up in the UK, US, and Japan, and now live and work in Kenya. Being exposed to different ways of thinking and living taught me to listen deeply, adapt quickly, and find common ground with people from all walks of life. Whether you’re building a company or just trying to be a better teammate, that kind of cultural empathy is invaluable. For anyone early in their journey, I’d encourage leaning into experiences that push you outside your comfort zone—travel, volunteer, work in new settings. You’ll learn just as much about yourself as you do about others.

The second is something I picked up during my time in investment banking: grit and stamina. It was a demanding, high-pressure environment where expectations were sky-high. While it wasn’t always easy, it gave me a deep work ethic and a mental toughness that I still rely on today. Startups—especially those operating in emerging markets—can be just as intense. So it’s important to build your resilience and learn how to stay calm and clear-headed even when things feel chaotic. That said, remember to protect your well-being and pace yourself—grit doesn’t mean burnout.

Lastly, I’ve always loved the outdoors—whether it’s hiking, running, or just being in nature. It keeps me grounded and reminds me how small we are in the grand scheme of things. There’s something humbling about being outside, away from screens and meetings. It gives me clarity and perspective, especially when things feel overwhelming. For anyone chasing big goals, I’d say: make space for stillness. It’s often where the best ideas and decisions come from.

Who has been most helpful in helping you overcome challenges or build and develop the essential skills, qualities or knowledge you needed to be successful?

I’ve been incredibly fortunate to be surrounded by people who’ve helped me grow not just professionally, but as a person.

The VunaPay team has been a constant source of inspiration. Even in the most challenging times, they’ve stayed committed and purpose-driven. Their dedication reminds me why we’re building this. It’s not just about the product, but the people and the impact we want to create together. Working with a team that truly believes in the mission makes all the difference.

My co-founder, Gatwiri, has also been a huge part of my journey. She’s someone I deeply admire, a true leader with vision, empathy, and resilience. She leads by example and brings out the best in the people around her. I’ve learned so much just by working alongside her, and I’m constantly reminded of how lucky I am to build this venture with someone I can both trust and look up to.

Lastly, I have a lot of respect for the fellow entrepreneurs and agripreneurs who came before us and paved the way. Hearing their stories, learning from their wins and mistakes, and knowing they faced similar obstacles gives me courage when things get tough. The ecosystem is full of people who are generous with their time and wisdom and that kind of support is priceless.

At the end of the day, none of this happens alone. It’s the community around you that lifts you up and helps you keep going.

Contact Info:

• Website: https://www.vunapay.com/
• Linkedin: https://www.linkedin.com/in/koya-matsuno/