How Inetina Ebitonmor is breaking barriers and empowering the next generation of female leaders 

Inetina Ebitonmor is a seasoned financial markets leader with nearly two decades of experience navigating global capital markets. In this interview with Segun Adebayo, she speaks about her role in shaping investment strategies across sectors and what African women must do to break barriers and build influence.

You’ve spent nearly two decades navigating global financial markets. Looking back to when you first started in 2005, what initially drew you into finance, and what kept you committed to the industry all these years?

I began my career in January 2005 at Investment Banking and Trust Company (IBTC), later Stanbic IBTC Asset Management under the Standard Bank Group, as an Assistant Banking Officer. Drawn by a keen interest in how capital markets could unlock client growth while managing risk, I quickly progressed into the Investment & Asset Management division in 2007 as a Sales & Relationship Manager. There, I focused on mutual funds and equity portfolios for oil & gas cooperatives and high-net-worth individuals, achieving a 500% growth in assets under management in just 18 months through tailored investment solutions, optimal service, and proactive client engagement.

Over the past 18+ years, what has kept me committed is the ever-evolving nature of financial markets – no two cycles are ever the same. From January 2009 at Stanbic IBTC Bank (Standard Bank Group) I served as Global Markets Sales Manager – Client Coverage and later in September 2017 as Director – Financial Markets Sales – Client Coverage. In these leadership roles, I guided corporates, institutional clients, and C-suite executives across multiple sectors and regions, helping them navigate complexity, optimize risk exposures, and achieve sustainable growth.

You said that early in your career, you grew assets under management remarkably in just 18 months. How did you achieve that?

That early growth stemmed from truly listening to my clients and understanding both their investment profiles and risk appetite. At Stanbic IBTC Asset Management, I focused on mutual funds and managed equity portfolios for Oil & Gas cooperatives and high-net-worth individuals. By tailoring investment solutions to align with clients’ objectives, mitigating risks, and proactively adding value through insightful guidance, I helped clients preserve capital during volatile market periods while capturing growth opportunities. This approach not only drove a 500 per cent increase in assets under management within 18 months but also built lasting trust and demonstrated my commitment to creating measurable client impact.

How have client relationships influenced the way you approach problem-solving in financial markets?

Part of my career strength lies in balancing technical expertise with strong communication, analytical, and people skills. In financial markets, success is never just about executing transactions – it’s about understanding each client’s business model, objectives, and risk exposures. That perspective shapes the way I approach problem-solving.

I stay closely engaged with clients, providing real-time market updates, actionable insights, and proactive recommendations. This consultative approach not only helps clients protect value, optimize revenue, reduce volatility, and make more informed decisions but also builds trust at the C-suite and institutional level. Over time, those trusted relationships have evolved into long-term partnerships that drive revenue growth, strengthen balance sheets, and deliver sustainable business outcomes.

You’ve also led digital transformation initiatives like increasing the adoption of digital FX platforms. What excites you most about the role of technology in shaping the future of financial markets?

What excites me most about technology in financial markets is its ability to enhance speed, transparency, and client engagement while enabling more informed, risk-aware decisions. Leading the digital FX platform transformation in West Africa, which focused primarily on FX flow transactions, I increased client adoption by 60% and halved transaction turnaround times. This improvement boosted FX transaction volumes by 25 per cent, streamlined processing, and enhanced overall efficiency and productivity for clients.

Digital execution helps clients optimize efficiency, transparency, and risk management by reducing operational errors, providing real-time market access, and enabling better monitoring of FX positions and exposures. The impact on their bottom line is tangible: lower transaction costs, reduced slippage, smarter cash flow management, and fewer operational losses, all contributing to improved profitability and protected margins.

Delivering an average of 30 per cent plus year-on-year average revenue growth for over a decade is no small feat. Could you share a behind-the-scenes moment where a risk you took or a strategy you designed made a turning-point difference for a client?

For me, it always starts with understanding the client’s business and exposures. Once you grasp that, your focus becomes clear: optimize risk, maximize returns, and support sustainable growth. I’ve found that proactively engaging clients with real-time market updates, forecasts, and clear explanations of complex structures that adds value to their business deepens trust and ensures transactions follow.

With several clients, I consistently delivered on FX flows, supported increased trade volumes, and ensured credit limits were in place ahead of market moves and been seen as value adding. This consultative approach led me to deliver 30%+ YoY revenue growth for over a decade, turning complex challenges into value-adding solutions.

For example, I guided oil & gas, FMCG, and manufacturing clients, who had previously executed only plain vanilla FX trades, to adopt derivative strategies ranging from $2 million to $200 million, enabling them to hedge exposures as required, stabilize cash flows, and strengthen balance sheets. The same approach was adopted with my clients who were already familiar with derivatives transactions.

You were even featured by the BBC for your impact on women’s leadership. How did that recognition make you reflect on the broader purpose of your career beyond financial success?

Being featured by the BBC for my impact on girls’ and women’s well-being, leadership & gender equity was a deeply humbling moment. While my career in financial markets has always focused on delivering results – optimizing risk, driving revenue growth, and advising clients across FX, derivatives, and structured solutions –  it reminded me that success is not only measured in financial outcomes.

This recognition reinforced the broader purpose and ripple effect of my career – mentorship, empowerment, and creating lasting impact. Through Yellow Table Talk, we equip young girls and women with enhanced well-being, leadership, and confidence skills. Focusing on holistic well-being alongside leadership and career growth has been a game-changer, as research shows a strong correlation between well-being and personal, career, and leadership development. These programs help participants make informed decisions, navigate challenges, and enhance their personal and leadership growth, preparing them to become future leaders and change-makers.

Balancing such impact-driven work with family life as a wife and mother of three must be demanding. What personal strategies or philosophies help you juggle these multiple worlds without losing your sense of self?

Some talk about “work-life balance,” but I’ve learned it’s really about integration and intentional choices.

As a wife, mother of three, and a financial markets professional, I focus on what matters most in each moment, delegate where I can, and seek support to ease the load as required.

Whether I’m in a client meeting, or structuring transactions for clients, mentoring young women, or spending time with my family, I strive to be fully present. It’s not about perfect balance – it’s about purposeful alignment, where work, family, and impact-driven initiatives complement and strengthen each other, rather than compete.

You’ve held influential roles in Nigeria, West Africa, and the UK. From your perspective, what unique strengths does Nigeria bring to global financial markets that perhaps the world doesn’t always see?

Nigeria brings unique strengths to global financial markets that are often underappreciated. Its digital innovation ecosystem is among Africa’s most vibrant, with 430+ fintech startups and $1.6 trillion in mobile transactions in 2024. With a population of 230 million, mostly under 25, Nigeria offers scale, talent, and a dynamic consumer base.

Macroeconomic reforms like the 2025 Investment and Securities Act and FX unification are boosting stability, transparency, and capital-raising opportunities. The Nigerian Exchange (NGX) hit historic highs in 2025, with 27% foreign participation, signaling rising investor confidence. Nigerian corporates and financial institutions show resilience and adaptability, and as the West African financial gateway, Nigeria is increasingly a strategic partner for global capital seeking yield, innovation, and frontier market growth.

Many young women aspire to break into finance but often see it as intimidating or male-dominated. What would you say to a 22-year-old woman who wants to follow a path similar to yours?

To a 22-year-old woman aspiring to break into financial markets, I’d say this, start with people, not products. The strongest relationships I’ve built didn’t begin with strategy decks or sales call-they began with listening. 

By prioritizing clients’ real needs over pushing products, I saw trust deepen, client satisfaction increase, as well as revenue growth.

In finance – whether in leadership, credit, strategy, or client management – avoid surface answers. Go deeper. Ask “why.” That’s where the real solutions live, and it’s also how you stand out in a competitive field.

Don’t be intimidated by the perception of finance as male dominated. Your ability to listen, question, and truly understand your client’s business and others m, is not a soft skill- it’s a power skill. Use it boldly.

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