#21 Besart Shala - Breaking Through Germany’s Banking Fortress: The IbanFirst Story

How do you win trust and business in one of Europe’s most conservative markets?

In this episode of Go to Germany Stories, Andrea Vaugan sits down with Besart Shala, Country Manager for Germany at Ibanfirst, to explore how Ibanfirst has built a strong presence in Germany, now accounting for 10% of the company’s global revenue.

We discuss the “sales secret sauce” behind their growth, how to break through the walls of a traditional banking market, and why everything had to happen in German rather than English.

From building a local team and culture from scratch to earning trust through personal connections (and even football!), this episode offers an honest, behind-the-scenes look at scaling a fintech across borders.

🎧 You’ll learn:

• Why trust and proximity are key in Germany’s B2B landscape

• How to build a local culture that still feels connected to HQ

• The balance between autonomy, ownership, and alignment

• Lessons for every startup expanding into conservative markets

👉 Tune in to hear how Ibanfirst turned a tough market into one of its biggest success stories.

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