This is a profile image of Federico Ruiz Guiñazú

Federico Ruiz Guiñazú

Leads our payments work in Leap by McKinsey across Spanish Latin America and is the location manager for our Argentina office

Federico is a partner in McKinsey’s Buenos Aires office and leads Leap by McKinsey in Latin America.

Some of his recent client work includes the following:

  • designing digital payments and loyalty solutions for a dominant retailer
  • designing a digital ecosystem for a leading bank in the region
  • building two digital payments solutions in Latin America
  • designing and building a digital payments coalition in Latin America, involving more than 35 banks
  • designing strategy and blueprint and building a digital attacker bank in Colombia
  • building a digital-payments organization from day one, defining strategy, technology, organization, product, and go to market; helped recruit an organization and launch the product to market
  • redesigning the payments strategy for a South American bank facing disruption
  • transforming a large payments company in Argentina, building digital marketing, digitization, and advanced analytics capabilities


Stanford Graduate School of Business

University of Buenos Aires
Lic, economics