As Tide’s growth accelerates globally, 2024 has been a landmark year for building exceptional teams and nurturing a unique culture. Looking back, we’ve made significant strides in bringing on new, top talent, while staying true to our mission of becoming a trusted financial partner for small businesses worldwide.
Expanding our global tech talent network
2024 saw us strategically growing our technology capabilities across multiple geographies. We continue to harness and expand our tech capabilities in new talent markets, strengthening our European presence. Bulgaria continues to be a key talent hub, and with community engagement through events like JPrime conference, we are expanding brand visibility among top tech talent. In India, we’ve surpassed our growth targets, reaching 1200 employees two years ahead of our 2026 projection of 1000.
We showed commitment to diversity through initiatives like W.O.V.E.N — our women returnship programme in India — and we increased the proportion of women in senior leadership roles to 38%. The first junior backend engineer cohort comprises 40% women, a strong foundation for diverse tech teams. This dedication to fostering an inclusive workplace was recognised by FICCI (India) with their Women Empowerment Award in the ‘Impactful Care Ecosystem for Employees’ category.
Fostering performance excellence
Our new performance management framework sets ambitious standards and celebrates exceptional achievers, leading to promotions for 20% of Tideans in 2024. In 2025, we will continue to promote a meritocratic culture with continuous feedback, automated reviews and faster decision-making. We will keep investing in managers to further strengthen our leadership pipeline, which matches our external efforts to draw top talent. Internal growth remains a priority. We’ve set up targeted programmes like our Women in Product mentorship initiative to help Tideans progress in their career.
Looking ahead: 2025 and beyond
We’re committed to sustainable and purposeful growth in 2025. We plan to add 1000+ positions across all areas, including product, engineering, marketing, sales, operations and enablement, to support growth in our existing markets: UK, India and Germany, and with a new market on the horizon. To keep the focus on diversity in leadership, for senior roles, we’ll review at least one female candidate at the core interview stage. We aim to cross the 40% mark for women in senior leadership roles.
Technology will play a crucial role in empowering our talent strategy. We’ve integrated AI into hiring and plan to upgrade our HR systems to make more data-driven decisions. Our revised compensation philosophy will take a more tailored approach, focusing on retaining and motivating top performers.
Maintaining a ‘One Team’ mindset is critical to expansion. We’re invested in strengthening connections between our international teams – enabling Tideans to think boldly, operate with high ownership, and act decisively. For instance, we’ve evolved our Product Marketing Manager roles into Country Commercial Managers (CCMs), empowering them to drive revenue for their products within their markets. These CCMs will orchestrate marketing and sales activities while maintaining sharp focus on revenue performance, and leading financial planning and Business Performance Reviews.
The path ahead is exciting. We’re not just building teams: we’re creating an environment where extraordinary people can do what counts, driving Tide’s mission forward while growing personally and professionally.
