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Xele Olaizola Azurmendi has extensive experience in banking, digital transformation, and entrepreneurship, currently serving as a Digital Market Observatory at Kutxabank since January 2012, focusing on fintech, insurtech, proptech, and regtech. Prior to this role, Xele founded 800dukado and Abiatu to promote female trail running and running, respectively. Xele has also held various educational and advisory positions, including board membership at Deusto Business School Alumni and lecturer positions in project management. With a strong foundation in project and organizational transformation, Xele has contributed to multiple initiatives in banking innovation and social entrepreneurship. Educational qualifications include multiple master's degrees in areas such as digital transformation, business innovation, e-business, and fintech from prestigious institutions.