Ruca had his first incursion into the payments industry back in 2012. Back then, he co-founded cashtag, a mobile P2P payments app invested by Seedcamp, the biggest European startup accelerator. Confronted with such a fragmented industry—built on top of arcane legacy systems—he later set himself up to build a new payments infrastructure from the ground up, connecting the entire value chain through a modern and flexible payments platform (Switch) where he now serves as CEO.