Tricia Martinez

Founder and CEO of Wala

Tricia is a serial entrepreneur and behavioral economist who has devoted her life to solving problems for underserved consumers around the world. Her experience ranges from cash transfer solutions in Africa to small business microfinance, to the development of an investment fund for underserved markets. Prior to Wala, Tricia built a cash transfer technology that provided universal income to subsistence farmers in Uganda and tracked the investment and financial well-being of its recipients. While spending her career in the financial inclusion space working directly with consumers in Sub-Saharan Africa, Tricia has been exposed to the deeply rooted complexities and barriers in the financial systems. With her background in behavioral economics, Tricia decided to take a different approach and began testing incentives models as a means to influence financial behavior. From there, Wala was born. Tricia completed her Masters of Public Policy with a concentration in Behavioral Economics from the University of Chicago.