Why Understanding Your Value Proposition Is Critical When Expanding Internationally

Understanding your value proposition is critical when expanding internationally because it guides market entry, positioning, partnerships, and trust, ensuring consistency while adapting offerings to diverse regulatory, cultural, and customer contexts.

Value Proposition as the Foundation of Global Expansion

“If you don’t understand the value you bring, you won’t succeed… no matter where you go.”

This insight captures the core lesson shared by Monika Liikamaa, co-founder and co-CEO of Enfuce, a leading global card issuer and payment processor operating across multiple markets.

Building an International Fintech Career

Monika’s career is deeply rooted in international fintech. From building global networks during the Nokia boom to scaling multiple financial businesses worldwide, she has operated at the intersection of technology, regulation, and cross-border growth.

Her experience highlights how clarity of value becomes increasingly important as complexity rises.

Scaling Fintech Across Borders Requires Precision

Expanding a fintech business internationally introduces challenges such as:

• Regulatory diversity
• Varying customer expectations
• Different levels of market maturity

A clearly defined value proposition helps teams prioritize efforts, communicate effectively with regulators and partners, and avoid dilution of purpose across markets.

Leadership, Trust, and Co-Execution

Monika emphasizes the role of co-leadership and trust in scaling globally.

Clear value alignment between co-CEOs and leadership teams enables:

• Faster decision-making
• Consistent execution
• Resilience during expansion

When leadership shares a unified understanding of value, organizations can move with greater confidence.

Cultural Roots Shape Global Mindset

Monika’s dual Finnish–Swedish background shaped her entrepreneurial mindset early on, fostering adaptability, openness, and a long-term perspective.

These cultural influences reinforce the importance of understanding both internal values and external market realities when expanding internationally.