Sigridur Sigurdardottir

Chief Customer Officer, Tesco Bank


Sigga is a digital change agent, driving innovation-led transformation and influencing change. She has partnered with the start-up, digital and fintech community to lead efforts to design a customer-centric ‘bank of the future’ through mobile-first business models. Sigga has served on numerous industry bodies, including City UK Fintech Delivery Panel, the Financial Services Trade and Investment Board Fintech Senior Steering Committee, and the Business in the Community Race Equality Board.

1. Best piece of advice you’ve been given

My mother told me that I should follow my dreams and she encouraged me to travel and see the world. Although I came from a lower income household, I found ways very early on to create enriching experiences through that advice and encouragement. For example, when I was 16 I went to work on a strawberry farm in Norway over a summer and a couple of years later I went to work in a Nokia cable factory in Oulu in Finland. Since then, I have lived, studied and worked in 4 continents and the most amazing places including Reykjavik (my hometown), Myrtle Beach, New York, Barcelona, Sydney, Singapore and London and gotten to know beautiful and different cultures and people. I have learned to enjoy the journey rather than the destination.

2. Worst piece of advice you’ve been given

That you have to somehow make trade-offs between work and life. Early in my career I was very focused on working hard and often put in very long hours, sacrificing time to enjoy the moment. For me, family is my number one passion and after we had our children my values and purpose as well as prioritisation became really clear. I have learned that you can balance and put focus and priority on your family while having a rewarding career.

3. What would you tell your younger self?

Be bold, be brave, take risks and have fun. Learning to be vulnerable and put myself out there while not being perfect at something took me time to learn. For example, I was petrified of public speaking for a very long time and avoided it at all costs. I finally took the plunge and just decided to confront my fear by doing much more of it. While terrifying in the beginning, I slowly, with lots of practice, got better and more comfortable with it.

4. What excites you most about the future of your industry?

I am excited by the transformation of our industry through the power of customer led insights, data, AI and technology.  At Tesco’s we are focused on serving shoppers a little better every day and I am very excited by how we can use data and technology to provide valuable and seamless products and experiences to our customers.

5. Who or what is your biggest inspiration?

I am inspired by all the Icelandic women that went on strike in 1975 and started the women’s movement, paving the way for us who came behind. I am inspired by Vigdis Finnbogadottir, the first female president in the world, who as a single mom, won the Icelandic presidential election in 1980. I am also inspired by Jacinda Arden, the current prime minister of New Zealand and her focus on empathy and kindness as a leader.

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