Sam Pemberton Ahmed, Founder & Chief Executive Officer, Smartpay Sam Ahmed was once told, 'No, you can’t do that in Japan.' Today, he’s the founder and CEO of Smartpay, Japan’s first embedded finance company - redefining Buy Now, Pay Later with zero fees, zero friction, and a fully integrated bank network covering 97% of the population. In this bold and relentless story of defiance, Sam shares how he challenged cultural norms, rewrote the rulebook with regulators, and built what many said was impossible - right in the heart of one of the world’s most fascinating and complex fintech markets.

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