CEO of Vodacom Financial and Digital Lifestyle Services

Mariam Cassim’s career is a story of grit, resilience, and a commitment to creating opportunities, especially in the financial and digital spaces. As CEO of Vodacom Financial and Digital Services, Cassim has led the transformation of a struggling division into a multi-billion-rand business. Her academic journey – graduating as a Chartered Accountant and earning an MBA with Cum Laude honours from the University of Cape Town – was shaped by hard work and the sacrifices of her parents, who valued education despite financial challenges.

In this interview, Cassim shares her passion for financial and digital inclusion across Africa, discussing the personal and professional hurdles she’s faced as a woman in a male dominated industry.

Tell us a bit about yourself – your name, title, and professional background?

I’m Mariam Cassim – a wife, mom to two kids under 13, a daughter, a mentor and a fun-loving friend. Professionally, I’m the CEO of Vodacom Financial and Digital Services.

Could you share some insights into your academic background and the degrees you’ve earned?

I’m a qualified Chartered Accountant and hold an MBA from the University of Cape Town’s Graduate School of Business, where I graduated Cum Laude. It sounds impressive, but it wasn’t an easy journey. I grew up in a modest household where my parents made significant sacrifices to ensure my siblings and I
received a good education. While they did their part, it was up to us to excel academically if we wanted to go further. Through hard work, I earned bursaries and scholarships that helped me navigate my academic path.

What key experiences have shaped your career journey?

I began my career in audit, which was part of the journey to qualify as a Chartered Accountant. After qualifying, I pursued a path in corporate finance and M&A, spending the first half of my career in that field. It provided a solid foundation, giving me a deep understanding of business valuation, financial analysis and the key drivers that matter to shareholders. However, over time, I found myself drawn to the excitement and hands-on nature of being involved in a business operationally. I then decided to pursue an MBA when my first child was just four months old, and upon graduation, I shifted my focus entirely to business operations.

My journey led me to join Vodacom Financial and Digital Services when I was seven months pregnant with my second child. I took on the challenge of transforming a lossmaking entity into the multi-billion-rand business it is today, contributing significantly to Vodacom’s revenue diversification strategy. Balancing the demands of motherhood and leadership was not easy, but it became a pivotal time in my life, shaping my perspective on both business and personal growth.

Why are you so passionate about financial and digital inclusion and what challenges have you faced?

As the CEO of a fintech business within a telco, I’m committed to advancing financial and digital inclusion across Africa. My journey has had its share of challenges, both as a woman in a predominantly male industry and as someone who grew up in a financially disadvantaged household. I experienced firsthand how the lack of access to financial services served as a barrier for my parents, limiting their opportunities. This background has profoundly shaped my perspective and strengthened my resolve to make financial inclusion a reality for others.

In my career, being a woman in a male-dominated industry has come with its own set of obstacles. From navigating unconscious biases to proving my expertise repeatedly, I’ve found myself needing to stay resilient and focused on the larger purpose I serve. Early on, I realised that the way forward was to build a network of mentors and advocates who understood and valued my contributions.

On a broader scale, bringing financial inclusion to Africa has required us to overcome significant challenges, such as limited infrastructure, digital literacy and mistrust toward financial services. It’s been a journey of learning, listening, and cocreating solutions that make a tangible difference in people’s lives. For me, this mission is both personal and professional: by expanding access to financial services, we’re enhancing convenience and empowering millions of people.”

Can you list some of the offerings from your portfolio of solutions that are close to your heart and why?

Several of our products are particularly close to my heart due to their transformative impact. Our consumer fintech solutions stand out by offering easy, fully digital access to funding, removing traditional barriers and eliminating the need for cumbersome paperwork. Our insurance products are equally meaningful, providing essential security that helps consumers recover quickly after losing an asset. I’m also proud of our SMME solutions, which empower small businesses through cashless payments and accessible funding options to fuel their growth.

What is your favourite professional memory?

At just 25, whilst working for an investment management company that had investments in multiple industries including telco, I received the incredible opportunity to attend the Mobile World Congress
in Barcelona- one of the largest telco and tech conferences in the world – because my boss couldn’t attend and generously passed his invitation to me.

At that time, I knew very little about the telco industry, but I accepted the invitation with immense excitement and determination to learn.

I remember being in absolute awe of the speakers and the deep knowledge that they had.

Fast forward ten years, I was invited back to the same conference, this time as a speaker, discussing the intersection of the telco and financial services industries. That moment was full-circle achievement for me, not just because I returned as a speaker, but also because no-one would’ve anticipated the rapid integration between these two industries. This was proof that if you dare to dream big enough and believe in it, the universe will conspire to make it a reality.

What’s harder being a mom or CEO?

Definitely being a mom – at least at the office, people listen! But seriously, both roles are challenging
in their own ways. As a mom, the stakes are incredibly personal because you’re shaping a human being’s life, values and future. As a CEO, the responsibility is to steer a company toward success, impacting
many lives and livelihoods. While being a CEO requires strategic decision-making and leadership, motherhood demands patience, empathy, and resilience. The truth is, each role makes me better at
the other, so it’s less about which is harder and more about how they enrich and challenge me in different ways.

How do you balance both?

Balance is a myth. It’s more about integration. I set clear priorities and boundaries, ensuring I’m present in the moment, whether at home or work. I also rely on a strong support system both in my personal life and professional setup. Planning and time management are crucial, but so is the ability to adapt when things don’t go as planned. Being able to compartmentalise helps me give my best to each role without letting one overwhelm the other.

Do you have any pet peeves?

I have a low tolerance for negativity and a “can’t-do” attitude. I believe in finding solutions rather than dwelling on problems. I also dislike complacency because growth only happens when we challenge ourselves and push beyond our comfort zones.

Outside of your formal work setup, what do you enjoy doing?

Apart from my adventurous side, like riding thrilling and daring roller coasters with my kids, I also find a lot of joy in perfecting my culinary skills. Cooking is my creative outlet and a way to unwind. It’s a grounding experience that helps me relax after a high-pressure week. And then, of course, having a set
exercise routine also assists with stress relief and keeping healthy.

What do you want to be remembered for?

I want to be remembered as someone who led with empathy and vision, someone who inspired others to reach their full potential, both personally and professionally. Giving back is ingrained in my DNA and being remembered as someone who made a positive impact on society is something I strive for daily.