Abba is the Chief Marketing Office at the FinTech start up Habito, a free online mortgage broker. In her role, she heads the advertising, PR, partnerships, CRM, SEO and product functions. Abba regularly speaks on FinTech issues, recently noting that “the explosion of fintech in the past decade has brought deep innovation and change, and in particular, a commitment to services focused on customer experience. Prior to Habito, Abba worked as Director of Strategy at News UK, pioneering the moves towards digital content. She has worked in marketing throughout her career, supporting both Google and YouTube on developing their accelerator programs.