In this episode of Cedar Insider, we sit down with Nir Atar, VP of Growth here at Cedar Money, to explore his journey, how he defines success in a fintech built for global commerce, and an unexpected but interesting hobby that fuels his creativity.
What does “growth” mean to you beyond numbers and metrics, especially at a fintech like Cedar Money?
For me, growth isn’t just revenue or user counts. It’s about genuinely improving people’s lives. At Cedar, that means freeing our business owners from the headaches of slow, opaque payment processes, so they can focus on what matters: moving merchandise on time, hitting market seasons, and scaling their businesses with confidence.
Yes, growth shows up in dashboards and KPIs. But it shows up even more in empowerment, giving businesses the tools and transparency they need to operate efficiently and expand globally. And by doing that, we’re not only growing Cedar Money; we’re facilitating broader economic activity and opening new pathways for commerce across markets.
What excites you most about driving Cedar’s growth across multiple African markets and global corridors?
The most exciting part is solving a real problem at scale. We didn’t start with the technology first and then hunt for use cases. We first pinpointed the challenges businesses face: FX volatility, opaque compliance rules, fragmented local infrastructure, and cultural nuances both between and within countries. Then we built solutions deliberately to address each pain point.
Seeing merchants in Nigeria, Ghana, Kenya, and beyond gain access to seamless payment corridors, and knowing we played a part in unlocking their potential, thrills me. And the best part? The knowledge that with every transaction we streamline, we’re creating real economic impact for businesses and communities across the continent and beyond.
What’s the most important lesson you’ve learned about leading high‑performing teams at a fast‑growing startup?
It all comes back to one word: people. In a remote-first environment like Cedar Money, trust is your hardest-won asset. That requires clear, open communication; transparency around goals and setbacks; and a willingness to tackle tough conversations head-on and resolve them without creating friction.
Integrating new members into an already established team means respecting cultural differences and individual complexities, especially when attempting to build a company culture that inspires your team.
The truth is, when teams feel seen, heard, and valued, they bring their best ideas forward.
How do you collaborate with product, engineering, and marketing to build toward the same North Star?
First, we start with one clear vision and speak it in every team’s language, whether it’s code, design, or go‑to‑market. Then we reverse‑engineer that vision into concrete steps each team owns.
Active listening is as important as clear direction. I encourage open dialogue and surface potential roadblocks early, even if it feels uncomfortable. In a small company, skipping tough conversations can seriously slow you down.
It’s also vital to bring the diverse stakeholders into the process when the plan is still a ‘rough draft.’ This way, we build buy‑in, and it allows them to communicate with each other, understand each other's problems, and synchronize their efforts.
It’s not easy, but keeping the environment friendly and transparent makes everyone feel safe to collaborate and innovate.
What makes growing a global fintech company different from growing, say, a SaaS company or e‑commerce brand?
I haven't personally built a SaaS company or an e-commerce brand, so I can't speak to those from experience. But I can share what I believe makes growing a global fintech company unique.
Building a global fintech company hinges on building deep trust at every level. This is crucial because of all the complexities involved, like regulations, currency volatility, geopolitical dynamics, and infrastructure challenges. Trust needs to be there across the entire value chain.
You build this trust through how you present yourself externally: your website, your app, and all your communications. And with clients, you build it by serving them well the first time and then going on to consistently deliver exceptional results. Being transparent is also key. If something goes wrong, it’s essential to talk about it openly instead of trying to hide or run from it. That's a core principle for us.
The real currency in our business isn't FX services; it's trust. If clients and the industry don't trust us, we cannot succeed. This trust is directly tied to how reliable our services are and the integrity of the people who work at Cedar. All these elements—transparency and consistent execution—help cultivate trust and have to be built into the business itself.
Can you share a bold growth idea or bet you made that paid off (or didn’t), and what you learned from it?
I would highlight my decision three years ago to join a company in Israel, focusing on African merchants who struggle with dollar scarcity, and attempting to solve these challenges with stablecoins at a time when stablecoins were often linked to speculation. What I wanted was to build something real that solved a clear market need. I understand why some might see it as "bold," though.
A huge lesson I learned was how important it is to understand client behaviour. While it's crucial to teach clients about your business, it's just as vital to learn from and adapt to their existing habits. Often, the path of least resistance is the most effective.
For example, in my previous company, we mostly communicated with our clients via email, which allowed for more thought-out replies. However, upon entering a continent (Africa) where much of business communication occurs on WhatsApp, adhering strictly to the email-only approach would have been a hindrance.
What’s something unexpected about you that doesn’t show up on your LinkedIn?
I carve avocado seeds and create miniature artworks. I infuse epoxy resin stones, which I prepare and craft by myself, into the avocado seeds. Also, using some elements from nature—fruits, acorns, or leaves—I create luminescent artworks. Everything from galaxy stones to jewelry boxes for friends.
This started when a friend sent me a video of avocado carving. She knows I enjoy creating things. And since then, I’ve rolled leaves into art depicting the galaxy, made manta‑ray sculptures from natural elements, and infused acorns with glow‑in‑the‑dark pigments.
Finish this sentence: “When I look back at my time at Cedar, I want to be remembered for…”
…building a team culture where everyone feels heard and purposeful, and helping the company grow sustainably.
For the team, I'm aiming to foster a culture of empathy and purpose where team members feel seen, valued, and inspired to do their best work.
When it comes to company growth, I'm thinking beyond just the numbers. I'm focused on building quality relationships with our clients and partners, as well as maintaining the integrity of our operations. I also hope that my legacy would include meaningfully improving the way African businesses connect globally. This means breaking down barriers and creating seamless pathways for their financial transactions and business operations.
Ultimately, I want to empower local businesses and their leaders so they can really focus on what they do best and have more time for themselves and their families.
Stay tuned for more Cedar Insider conversations, where we pull back the curtain on the people powering Cedar Money and shaping the future of cross‑border commerce.
