CEO of Xero Sukhinder Singh Cassidy Joins NBF 2025 Lineup

We’re proud to announce that Sukhinder Singh Cassidy, an experienced CEO, entrepreneur, and board member, will take the stage at Nordic Business Forum 2025 in Helsinki this September.

This means that our lineup for the event is now complete! You can check the full Main Stage agenda on our website.

An Experienced CEO and Entrepreneur

Over her 25-year career, Sukhinder has held leadership roles at Google, Amazon, Yodlee, Joyus, and StubHub. She currently serves as CEO of Xero, a fast-growing cloud accounting platform serving over 3 million small businesses worldwide. Since joining in 2022, she has driven significant transformation across Xero’s global operations, leading it to AUD 27 billion in market value.

Previously, she led StubHub’s global operations and executed its $4 billion sale to Viagogo. Sukhinder is also the founder of theBoardList, a platform that connects CEOs with over 40,000 diverse board candidates, and serves as lead independent director of AI lending platform Upstart. She has previously served on the boards of companies like TripAdvisor, Urban Outfitters, Stitch Fix, and J.Crew.

Her leadership philosophy is also captured in her Wall Street Journal best-seller, Choose Possibility, where she explores how to manage risk-taking to unlock professional growth.

Scaling Culture without Losing Soul

At NBF 2025, Sukhinder will present her keynote: “Scaling Culture without Losing Soul: CEOs’ Dilemmas from the Frontlines of Growth and Change”.

In this candid and practical session, she’ll explore how leaders can scale their organizations without compromising the culture that made them successful. Drawing from her experiences at Google, StubHub, and Xero, Sukhinder will share real-world stories and insights on navigating growth, speed, and ambiguity. She’ll unpack the leadership choices that shape culture under pressure—and show how to lead with both ambition and integrity when everything is in motion.

Join NBF 2025 to Learn from Sukhinder Singh Cassidy

“Sukhinder has led through the kind of scale and change most leaders only read about—and yet she speaks about it with such clarity and honesty. I’m especially looking forward to hearing her take on how to grow a business without losing the culture that made it great in the first place,” says Priit Liiv, CEO of Nordic Business Forum.

Nordic Business Forum 2025 is happening on September 24–25 in Helsinki with a focus on the theme Moving Forward. With Sukhiner exploring the future of culture and leadership, our inspiring lineup of speakers will also provide valuable insights into Foresight, Growth, and Culture.

Take this opportunity to learn from Sukhinder and join us at NBF 2025!