Aubrey Amatelli
39
CEO
PayRio
When Aubrey Amatelli left JPMorgan to become an executive at a smaller fintech business, she learned firsthand of the security and infrastructure she was losing, as well as the independence she was gaining — but discovered that “independence” can cut both ways.
“I learned very quickly that smaller companies don’t necessarily operate like a JPMorgan and that also comes with the mistreatment of women,” she says. “It definitely was the hardest year in my career, but I exceeded because I had the skills.”
The new, adversarial environment was a wakeup call for Amatelli. She chose to disclose the mistreatment — and was “let-go” the next day. The severance package she received helped her launch PayRio, a cannabis-focused payment processing company that specializes in seed-to-sale solutions.
“I was too afraid to go and work for someone else again,” says Amatelli, who spent more than a decade working in finance before branching out on her own. “I wanted to be a female leader and make the change that I think needs to be made in the market.”
Under her leadership as CEO, PayRio has grown from three employees at its launch in May 2022 to its current team of 25 — more than half of whom are women.
“I launched PayRio with the goal to bring feminine energy to the technology payments space, in an industry bursting at the seams with potential feminine power,” she says. “Our goal is to help that feminine power breakthrough and thrive.”
Q&A
Tell me a little about founding PayRio and what prompted the focus on cannabis?
I founded PayRio on the heels of my successful career as an executive in fintech, which included over a decade with JPMorgan — the largest financial institution in the world. After moving to a role as a CRO at a fintech startup, I got the appetite to start my own company, in industries that I am actually passionate about (i.e. Cannabis, CBD, Alternative Medicines). I wanted to apply my payments knowledge to industries that I cared about and that I knew were historically underrepresented. I feel that my knowledge is incredibly valuable in the spaces we operate in, especially today. As a CEO of a growing team and a single mother to three children, my life is a blend of leadership, innovation, and personal growth. My journey reflects not just a career progression but a commitment to fostering change and promoting diversity and inclusion in the industry.
How has your prior experience aided you in serving the cannabis industry? Was there a significant learning curve?
A decade ago, my professional journey began at JPMorgan as a Business Development Associate in merchant services, a role that marked the start of a fulfilling career. Through dedication and hard work, I climbed the ranks to become an Executive Director Commercial Banker, focusing on Technology and Disruptive Commerce in Silicon Valley.
Now, I’ve shifted my focus towards making a meaningful impact in underrepresented sectors, particularly the cannabis industry, while also advocating for female leadership in both cannabis and tech. I feel like my payments knowledge has been incredibly valuable as I look to both educate and empower businesses in the cannabis industry.
Cannabis payments are the most volatile that I have ever dealt with. I would say there is a big learning curve in regard to navigating this landscape COMPLIANTLY, as cannabis payment solutions experience downtime/shutdowns more often than not. My knowledge of payments has allowed me to vet the best solutions in the space and bring these solutions to the market.
To me, your academic background doesn’t exactly say “merchant services,” what was it about the field that clicked with you?
While my academic background may not be centered around ‘merchant services’… my time at JPMorgan was unparalleled. I often refer to this company as the ‘Harvard of Education’ in payments. My experience was exactly that.
How has PayRio grown/evolved since it was founded?
Today, PayRio stands at the forefront of the cannabis industry as a female-led payment processing pioneer, specializing in solutions that span the entire cannabis supply chain—from seed to sale. Our mission is critical: to normalize and stabilize payments for high-risk sectors, ensuring that businesses, whether they are dispensaries, delivery services, seed merchants, or e-commerce platforms, have access to compliant, fair, and reliable payment solutions. When we were founded, we were a small team of 3. Today, we are nearly 25 strong…all sharing the same mission to help businesses in need. We have also expanded beyond cannabis dispensaries, supporting not only the cannabis industry, but also the emerging psychedelic industry as well. We also have a robust eCommerce division, where we can serve ANY vertical, but focus on: Cannabis seeds, Psilocybin spores, CBD, Cannabinoids, Ancillary Cannabis, Peptides, Kratom, Kanna, etc.
What makes your role and position unique?
It is rare to have a female founder in cannabis, and even more rare in payments. By 2021, women were estimated to account for only 22% of executive positions in the cannabis industry. According to a 2021 report from Findexable, women account for 19 percent of executives in fintech companies. Our company is over 50% women. We are trying to change the way that payment companies are perceived.
How/do you think your involvement in this industry is going to positively impact your community?
I launched PayRio with the goal to bring feminine energy to the technology payments space, in an industry bursting at the seams with potential feminine power. Our goal is to help that feminine power breakthrough, and thrive. The cannabis flower we all support and love comes from the female plant, which is restorative and receptive by nature. This same energy has a significant impact on technology. Women in tech are also tied directly to increased revenue and innovation. Women contribute superior problem solving and help close the skills gap. As the relationship between women, cannabis, and tech grows, so will the Cannabis industry – a common mission for us all.