Money20/20 Europe Exclusive
In an era where technology defines the customer journey, Jorge Sanchez Barcelo, Chief Marketing Officer at Veritran, is leading a bold charge into a new frontier: one where financial technology fuses with fandom, and CX becomes both frictionless and deeply personal.
Jorge’s professional journey has always followed the arc of digital transformation. From his earlier roles at AT&T and Banorte to now helming marketing at Veritran, a global technology company, his mission is clear: make life easier, better, and more secure for end users – whether they’re banking customers or football fans.
“Our technology without a purpose is nothing. It’s just code,” Jorge says. “We build for people. And that purpose has taken us far beyond banking.”
From Buenos Aires to Global Ambitions
Founded in Buenos Aires almost 20 years ago, Veritran started building mobile applications before the iPhone even existed – when, as Jorge jokes, “phones were just for calls, texts, and the occasional game of Snake”.
“Our guys were visionaries,” he continues. “They were talking about applications when we didn’t even have smartphones. Back then, you had to build a separate app for every phone model because we didn’t have iOS or Android,” he recalls.
Despite those early technical hurdles, the company maintained a singular focus: democratising access to financial services. “Once a person starts managing their own finances, they gain control,” reasons Jorge. “And control is the first step toward growth.”
That mission has proven timeless, and borderless. Today, Veritran has a solid footprint across Latin America and has expanded into the US and Europe.
Why Experience Matters More Than Ever
Jorge is acutely aware that in financial services, trust is everything. A slick PowerPoint is not enough to win over banks.
“When I meet with a financial institution, they don’t want theory. They want proof. They want to see our tech working in the real world. But many banks are reluctant to share their strategies, even with non-competitors.”
This desire to demonstrate capability led Veritran to seek a bold new marketing approach – one that would provide a visible, secure, and non-competitive environment to showcase its tech.
Enter Manchester City: A Blueprint for CX Innovation
The solution arrived via the pitch, not the boardroom. Veritran entered into a partnership with Manchester City, one of the best football teams in the world.
“Manchester City is digitally five to seven years ahead of most clubs,” says Jorge.
Veritran’s technology now supports key digital operations at Manchester City, helping the Club streamline processes such as user registration, membership management, and ticketing. This collaboration reflects a shared commitment to innovation and operational excellence.
What began as a strategic partnership has evolved into a strong example of how financial technology can reinforce digital infrastructure in the sports sector. As more organisations seek reliable and scalable solutions, the model developed with Manchester City demonstrates the value of secure, efficient platforms designed to support long-term digital growth.
Breaking the Sponsorship Mold
Unlike traditional sports sponsorships, which often come with hefty price tags and limited strategic collaboration, Veritran’s deal with City was rooted in partnership.
“Our partnership is beneficial for both companies, we share value,” explains Jorge. “With the brand reach of Manchester City’s clubs we have been able to promote our company worldwide.”
This model has opened the door to future collaborations, not only with sports clubs, but also with entertainment companies in the US who are eyeing similar digital transformations.
Applying FinTech Learnings in New Territories
As Veritran enters new markets, they carry the lessons of regulated finance into less restricted sectors.
“In banking, every innovation has to pass through layers of regulation,” notes Jorge. “But in entertainment or sports, you can think outside the box and start with the experience, not the compliance checklist.”
That freedom has allowed Veritran to experiment with new ideas, such as smile-based stadium access or face-based payments.
“We call it ‘mouthful access’ – just smile, and you’re in. You can’t do that in banking… yet.”
Blending Brand and Utility: A New Era for Embedded Finance
What sets Veritran apart isn’t just its technology stack – it’s the way it applies that stack to create emotional resonance and operational value in new settings. For Jorge and his team, the convergence of financial services and lifestyle touchpoints is the most exciting, and underexplored, frontier.
“When we embed finance into a stadium or a music festival, we’re not just processing payments,” he explains. “We’re creating seamless, branded experiences that extend customer relationships beyond the bank branch or app.”
This philosophy echoes a wider FinTech trend: the shift from siloed services to contextual, embedded finance – delivered where customers already are, not where institutions want them to be.
As financial brands seek new ways to engage digitally-native consumers, Jorge believes partnerships with lifestyle, sports, and entertainment brands offer huge untapped potential.
Jorge notes that younger generations expect everything to be digital, instant, and intuitive. They don’t separate banking from shopping or attending an event, it’s all part of one journey. “If we can integrate services invisibly into those moments, that’s where the magic happens.”
He’s quick to add that the financial industry still has work to do in aligning with this shift – both culturally and technologically.
“It’s not just about APIs or infrastructure. It’s about mindset. The organisations that embrace this new way of thinking – who see CX as a shared responsibility across ecosystems – will lead the next decade.”
With Veritran’s cross-industry collaborations accelerating, Jorge is confident they’re not just shaping financial journeys – they’re reshaping everyday experiences.
Embedding Finance in the Fan Journey
Jorge sees a massive opportunity to embed financial services into sports and entertainment ecosystems, particularly in underbanked regions like Latin America.
“In the UK, stadiums are already cashless. In Latin America, we still have guys walking around selling Coca-Cola for cash from their pockets. We want to change that.”
By introducing digital wallets, biometric payments, and embedded insurance services (e.g., ticket protection at the point of sale), Veritran enables clubs to become financial service providers.
“Imagine buying a match ticket and adding travel insurance in one click. That’s the level of seamless we’re aiming for.”
Pain Points Driving Demand
So what are clients asking for?
Jorge says it comes down to three priorities:
- Integrated Payments Ecosystems
Clients want unified platforms that support seamless payments across channels and partners - Digital Onboarding & Identity
Reducing friction while enhancing security is top of mind – especially in customer acquisition - End-to-End Security Suites
With AI-driven fraud and evolving regulations, security isn’t optional; it’s a strategic asset
Veritran’s flexibility as a tech partner, not just a vendor, allows it to co-create with clients. This often means integrating with their existing partners, such as banks, card networks, or insurers.
What’s Next for Veritran?
According to Jorge, the company is at a pivotal moment. Its technology is gaining traction in new verticals with strong investment appetite – such as entertainment and live events.
“These sectors have the budget and the ambition. No one’s serving them with the kind of Fintech-grade CX we provide.”
The company is also exploring opportunities in public transportation and other infrastructure-heavy sectors where transactions are frequent and still inefficient.
“Everywhere there’s a transaction, there’s an opportunity to simplify.”
FinTech is set to play an expanding role in everyday life whereJorge believes the very definition of FinTech is evolving.
“It’s not just about banks anymore. If you buy a coffee, book a train, or enter a concert – those are all transactions. And if we can simplify them, that’s FinTech too.”
That’s why Veritran sees future growth in collaborative ecosystems where banks, brands, and non-traditional players converge to serve the customer journey holistically.
Why Money20/20?
Jorge credits the annual Money20/20 Europe conference with helping shape Veritran’s partnerships – including the initial connection with Manchester City.
“It’s one of our top five global trade shows. We don’t just send a team – we send our top execs, including our CEO. It’s where deals happen.”
Building with Purpose for the Future
In an industry flooded with features and hype Veritran differentiates by staying grounded in user value.
“Tech for tech’s sake is meaningless. But tech that improves how someone lives, spends, or connects – that’s everything,” says Jorge.
From its Argentine roots to a global stage, Veritran’s journey underscores one enduring truth: In customer experience, the future belongs to those who build it with purpose.
Veritran: A CX FinTech Trailblazer
- Embedded Finance
- Events
- Together in Events
