London based institutional crypto liquidity provider B2C2 has announced that it has appointed Elizabeth Rossiello, founder of BitPesa and AZA Finance, as Chief Operating Officer (COO). The appointment comes as B2C2 accelerates its push into stablecoin liquidity provision, positioning as the nexus between fiat and digital asset markets.

Elizabeth Rossiello founded BitPesa in Nairobi in 2013 and grew it into AZA Finance, a regulated cross-border payments business that processed more than 15 million transactions worth over $9 billion. Her leadership has been recognised through her inclusion in American Banker’s 2025 Most Influential Women in Payments list and Innovate Finance’s Standout 45 Women in Fintech Powerlist. She was also named a Bloomberg New Economy Catalyst in 2021.

She brings more than a decade of experience building regulated payments infrastructure across Europe and Africa. Her appointment comes as B2C2, which is majority-owned by Japanese financial group SBI Holdings, looks to expand its capabilities across stablecoin FX and payments amid growing adoption of stablecoins and their potential to transform cross-border transactions.

B2C2 provides liquidity to institutional digital asset markets globally, connecting participants across the digital asset ecosystem as demand for stablecoin liquidity and infrastructure continues to evolve.