Dani Barajas

Dani Barajas is the founder and CEO of Luso, a platform to modernize financial services from the inside out, beginning with the acquisition and transformation of a nationally chartered bank.

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1. Vision and Ambition

Owning a bank is a bold goal. What first sparked that ambition and how has your vision evolved as you’ve faced the realities of building toward it?


Owning a bank is a lofty goal, but it isn’t about control or prestige; it's about accountability.

I spent over two decades solving complex problems across banks and fintechs. I learned first hand how a reliance on a patchwork of outdated technology and workaround solutions prevents proactive risk management and stifles innovation in an industry that *theoretically* earns money by intelligently taking risks.

Why is it that I can track details of my uber ride and my amazon deliveries, but cannot access the basic data I need to do my job?

What started as a vision for modern tech infrastructure evolved into a disciplined plan to rebuild an OCC-supervised bank and use it as a platform for developing the tools the industry lacks. Operating a bank allows us to act as our own client, aligning the incentives to address complex edge cases, system interdependence, regulatory constraints, evolving customer expectations, and fierce competition in an industry with no margin for error.




2. Navigating Regulation

Banking is one of the most regulated industries. What’s been your biggest surprise or challenge so far, and how do you see the landscape shifting for new entrants like yours?


I respect the role regulators play and recognize how much they are seeking thoughtful innovation, just like the other stakeholders in the industry.

That said, I have been surprised by some of the 2025 policy shifts by the OCC and FDIC. While intended to increase transparency and simplify the regulatory burden, many banks are also overseen by the Federal Reserve through their bank holding company, so in practice they are facing potentially diverging or conflicting expectations at the moment.

This could be especially challenging for new entrants since the bar is set higher for regulatory approvals relative to the ongoing oversight of existing players.

Business and financial plans must be very carefully calibrated for the shifting regulatory landscape while also enticing investors and motivating the teams that will need to execute on that vision.




3. Balancing Vision & Execution

Building something this ambitious takes capital, time, and conviction. What’s one decision that tested your conviction and what did it teach you about balancing long-term vision with day-to-day execution?


Deciding not to bid on a potential bank target was one of the hardest calls I’ve made. We had the team, the plan, and regulatory engagement, but the economics and timing were not aligned. Walking away felt like a setback, but it was an opportunity to reset and recommit to what matters. Vision isn’t just about what you pursue, but what you’re willing to pass on in service of something bigger.

The lesson? Audacious goals + high stakes mean the “Move Fast and Break Things” startup model does not apply.

It also clarified the kind of investors and platform we need to partner with, because funding, expertise and flexibility will not be enough to succeed with something this audacious. Building a solid foundation will differentiate our business and enable sustainability.




4. Investor Alignment

Pursuing a goal this bold requires investors who think differently. How do you keep them aligned when your vision pushes against convention and what kind of investor mindset makes that possible?


The key to a successful partnership is to align on principles from the onset, not just outcomes. Focusing on short-term returns or metrics is the approach taken by many results-oriented companies, but that conventional approach hasn’t solved the challenges in the banking industry despite decades of substantial investment.

“If you want to go fast, go alone. If you want to go far, go together.”

It’s becoming cliche because of its universal truth!


I’m building an investor syndicate that is mission-driven and committed for the long-term. More than a source of funding and advisory, these industry veterans fundamentally understand the complexities and are as vested in the solutions as they are on returns. This curated community paired with a clear governance framework creates the foundation for the transparency and agility fundamental for success given the rapidly evolving regulatory and tech landscape.

Being able to have honest conversations about tradeoffs while preserving operating autonomy means time and energy are focused on what drives real value.




5. Lessons for Founders

Your journey blends creativity with constraint. What’s one lesson you’d share with founders tackling regulated or legacy sectors?


The regulation we have today exists for a reason; despite any negative consequences, there’s good intention behind them.

Take the time to understand what the rules attempt to solve for, and treat these risks as a design input rather than applying industry “best-practices” or looking for ways around the constraints.

Creativity thrives when challenged and focused; treating compliance like a back office expense means firms rarely leverage the opportunity to integrate these insights into their core business strategy.







Bio

Over a 25-year career in financial services, Dani Barajas has built, scaled, and transformed financial institutions with operational grit and strategic vision. Starting as a bank teller, she helped stabilize AIG during the 2008 financial crisis at the Federal Reserve Bank of New York, led M&A at Evercore and HSBC, shaped strategy at Citigroup, and scaled banking operations and products at Novo.

As Founder and CEO of Luso, Dani is acquiring and rebuilding a nationally chartered bank to create the kind of financial institution the market has been missing, defined by emerging technology, risk mastery, and innovation-driven growth.

Dani holds a master’s in international economics from Johns Hopkins SAIS and is a CFA Charterholder.



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