Digital Assets · FinTech · Africa & EMEA

Commercial
leadership for
the digital-asset
economy.

I help exchanges, desks, and fintechs turn complex digital-asset infrastructure into commercial growth — and I build the tools and stories that get deals done.

James Ademuyiwa portrait
James Ademuyiwa · UK, EMEA
~10 yrs
In FinTech & blockchain
$2.5M+
Portfolio managed at Fireblocks
500K+
Users scaled at Busha
Global Talent
UK visa recipient
PhD
Candidate — DeFi & emerging markets
01About

I've spent close to a decade at the commercial edge of FinTech and blockchain — selling, building, and researching the systems that move digital value.

Today I lead enterprise sales for Fireblocks across Africa and EMEA, helping crypto exchanges, OTC desks, asset managers, and payments fintechs adopt institutional-grade digital-asset infrastructure.

Before that I co-founded a startup, helped grow one of Africa's leading crypto exchanges past half a million users, and began teaching the next generation of FinTech builders with The Economist. I'm also a hands-on builder who ships his own products, and a PhD researcher studying how people really behave in decentralised finance across emerging markets.

James Ademuyiwa
Between the numbers and the narrative.
02What I do

Four ways I create value.

/ commercial

Enterprise sales & GTM

Full-cycle enterprise selling and go-to-market — from pipeline and discovery to close — with a value-based, consultative approach built on peer proof.

/ infrastructure

Digital-asset fluency

Deep working knowledge of custody, wallets, and the institutional stack — translating technical depth into board-level business value.

/ building

Products, shipped

I design and build my own web and mobile applications end-to-end, which keeps me close to how real products actually get made.

/ research

Research & teaching

A PhD in progress on user behaviour in DeFi, and executive education work that brought blockchain to future finance leaders.

03Experience

A decade across the crypto commercial stack.

2025 — Now
Enterprise Account ExecutiveFull-cycle sales of the Fireblocks suite across seven digital-asset sub-segments in Africa & EMEA.
Fireblocks
2024 — 2026
Executive Education InstructorTaught blockchain & crypto to FinTech professionals, part-time alongside my commercial role.
2U · The Economist
2021 — 2024
Co-Founder & Head of BlockchainTook the MVP to market, raised pre-seed, and onboarded 1,000+ early users.
Scalex
2020 — 2021
Business Development ManagerAnalysis & partnerships that helped grow the exchange past 500,000 users.
Busha
2017 — 2019
Senior Business AnalystData-driven insight and commercial frameworks across marketing, finance & sales.
SureGroup
04Beyond the desk

Curiosity is the throughline.

Away from the deal desk, my world revolves around my family — I'm a husband to an amazing wife and a father to a beautiful daughter. Beyond that, I'm usually exploring a city, standing inside an immersive installation, or at the Emirates watching Arsenal. I like understanding how things work — whether that's a market, a machine, or a screen the size of a building.

Immersive art installation
Outernet, London — looking up
Times Square, New York
Times Square, New York
Emirates Stadium, Arsenal
Emirates Stadium — COYG
London street
On the move, London
View from Empire State Building
Above Manhattan
Emoji light installation
Light & colour
Modern workspace
Where the work happens

Let's build something in digital assets.

Hiring for a senior commercial role, building in the space, or just want to compare notes on the future of finance? I'd like to hear from you.

Emailjamesademuyiwapr@gmail.com
Phone+44 7724 529520
Based inUK, EMEA