In conversation with… Rula Samara-Sellers

What do you see as the biggest challenges in building a truly diverse workforce in credit and financial services?

Honestly, it starts with how we define “fit.” Too often, companies hire people who look, think, and act like those already in the room. That keeps things comfortable, but not necessarily innovative. There’s also a pipeline issue, but sometimes it’s more about how we’re looking than who’s available. We need to widen the lens.

Why do these challenges persist, and what role should all leaders play in dismantling them?

They stick around because they’re baked into habits and systems that haven’t been questioned enough. Leaders need to do more than just support diversity—they need to challenge the status quo, sponsor people who don’t have a seat at the table yet, and make inclusion part of everyday decisions, not just big initiatives.

One of this year’s themes is the ‘business case for inclusion’, can you share examples where diversity has driven commercial or operational success?

Our award-winning Vulnerable Customer strategy is a testament to the power of inclusion in driving both commercial and operational excellence. What sets us apart in the industry is our intentional approach: we built this strategy together with a diverse pool of employees and external customers. Their lived experiences, perspectives, and insights were foundational to our success!

What role do you see male leaders playing in accelerating progress on inclusion, and how does attending this event help them do that?

Male leaders have a huge role to play. They’re often in positions of influence, so when they speak up or make space for others, it sends a powerful message. Attending events like this helps them listen, learn, and lead differently. It’s about being part of the solution and growth.

Any advice for the next generation looking to develop their careers?

Be curious, be bold, and don’t wait to feel “ready.” You’re probably more capable than you think. Find mentors, ask questions, and remember, your perspective matters. The industry needs fresh thinking, and you bring that just by being you!

What is the best career advice you’ve ever received?

“Don’t dim your light to make others comfortable.” That stuck with me. It’s easy to shrink yourself to fit in, especially early on. But the real magic happens when you show up fully and unapologetically.

What are you most looking forward to at this year’s Women & Diversity in Credit Conference, and what outcome would you most like to see for attendees post-event? 

I’m excited for the energy, the stories, the connections, the “aha” moments. I hope people leave feeling seen, heard, and empowered to act. Whether it’s starting a new initiative, mentoring someone, or just speaking up more confidently, I want attendees to walk away knowing they’re not alone and they absolutely belong.

See Rula speak at our upcoming Women & Diversity in Credit Conference