Barry de Leeuw has spent the last decade working with enterprise banks across Europe, helping financial institutions navigate complex transformation journeys, from modernizing digital channels to rethinking how they engage customers across segments. He led the Backbase's Solutions Engineering team for Europe and now serves as EMEA Business Partner Director, supporting sales and customer operations across four regions covering Western Europe, Southeast Europe, the Middle East, and Africa. Along the way, he's been in the room with CTOs, CDOs, and business leaders at 100+ banks working through the same challenge: how to move from AI ambition to real results when you're running a bank with legacy systems, lean teams, and real margin pressure.