Women in FinTech

Business Spotlight on Laura Keturkė, Head of Product at AAZZUR

Laura Keturkė, Head of Product at AAZZUR, is proof that curiosity, hands-on learning, and embracing unexpected opportunities can carve out a successful career in FinTech. With a deep passion for product design and a focus on user-centric solutions, Laura has emerged as a key player in the sector. Her journey from real estate to a leadership role at a promising startup offers inspiration and practical insights for anyone aspiring to leave their mark in tech.

From Real Estate to FinTech: A Serendipitous Start

Laura’s entry into tech was anything but conventional. After finishing university, she began working as a Broker Assistant in real estate. Her keen interest in technical processes quickly became apparent, leading to a promotion as a Marketing and Product Manager. There, she tackled challenges like developing web databases and refining digital marketing strategies—an experience that taught her the value of merging technical skills with customer needs.

After five years in real estate, Laura sought a new challenge. She found it unexpectedly when her husband was invited to a boot camp retreat with AAZZUR in Vienna. Joining him as a plus-one, Laura was drawn into the startup’s collaborative and fast-paced environment. “I naturally became involved, starting as an intern,” Laura recalls. “I helped with research, marketing, design—whatever was needed. It was an incredible learning experience.” Her dedication didn’t go unnoticed, and following AAZZUR’s selection for the TechStars accelerator program, Laura transitioned into the role of Product Manager. Four years later, she was leading the charge as Head of Product, focused on delivering innovative and customer-focused digital solutions.

Building Products: Teamwork is Key

In her current role, Laura does more than oversee projects—she shapes visions and guides her team in creating products that resonate with users. “The team dynamic varies greatly depending on the company’s size,” she says. “In a smaller setup like AAZZUR, every role is critical, from the Product Manager to the Tech Lead, Designer, Developers, and QAs.” Laura sees the Product Manager’s role as one that requires a blend of strategic thinking and attention to detail. “It’s about seeing the big picture but also breaking it down into actionable steps. Listening to stakeholders and aligning the team towards common goals is crucial.”

For Laura, the collaborative spirit of her team is what makes AAZZUR special. “No matter how well-defined the roles are, it’s essential that we function like a well-oiled machine,” she explains. “Everyone needs to communicate openly and stay open to new ideas to keep delivering the best possible product.”

The Value of Self-Improvement

Laura has a refreshing take on role models. “I’m not a big believer in role models. It’s more important to focus on being the best version of yourself,” she says. Laura believes that comparing oneself to others can be counterproductive. “It’s fine to be inspired by others, but your path should be uniquely yours.”

This philosophy has guided Laura throughout her learning journey. Without a formal tech background, she immersed herself in new concepts, driven by curiosity. With the support of AAZZUR’s founders Philipp Buschmann and Martin Damaske, as well as her husband, she quickly absorbed the technical skills needed for her role. “Developers are usually more than willing to share their knowledge if you ask,” she says. For those struggling in unsupportive environments, Laura’s advice is simple: find a community that encourages curiosity and fosters growth.

Embracing Uncertainty and Learning from It

Despite her experience, Laura admits that new projects or clients can be intimidating. “There’s always a bit of anxiety when you’re working with a new team or project,” she acknowledges. Her approach is to maintain an open mind. “Have a vision, but don’t over-plan every step. Flexibility and honesty about what you don’t know go a long way in building trust and making the process smoother.”

Laura also believes that success in tech is more accessible than many think. “No one enters this industry knowing everything. What matters most is your commitment, motivation, and eagerness to learn,” she advises. Setting achievable goals and maintaining a balance between work and personal life is key to her approach to both career and well-being.

A Final Word of Advice: Chart Your Own Path

To those starting their careers or feeling overwhelmed, Laura offers encouraging advice: “No one expects you to know everything. Ask questions, but also take the initiative to understand the bigger picture.” She emphasises the importance of being clear about your learning style and communicating it to your team. “When you’re upfront about how you learn best, others are more likely to support you.”

Laura’s journey from a curious plus-one at a startup retreat to a leading voice in product development at AAZZUR is a reminder that career paths are rarely straightforward. Her story highlights how embracing unexpected opportunities, staying curious, and fostering teamwork can lead to success. With her hands-on expertise and passion for creating meaningful digital experiences, Laura continues to inspire those around her to keep learning, building, and moving forward.

Laura Keturke, Head of Product at AAZZUR

With experience in banking, financial services and real estate, product design and strategy are Laura’s forte.

She has extensive experience having worked at multiple companies within the financial industry, where she led digital product development and drove agile projects.

She is strong believer in customer-centric and easy-to-use products and prides herself on being very hands-on throughout the development process.