In just one leap of faith, Brenda Rideout entered the new world of fintech in the 90s, kick-starting a nearly 20 year tenure at one of Canada’s most innovative financial institutions, Tangerine Bank, where she is now CEO. Learn how her personal passion, several influential women, and a desire to be bold has helped shape Brenda’s impressive career.
By Shelley White
Tangerine Bank CEO Brenda Rideout has never been afraid to take a risk.
“When new opportunities presented themselves, I raised my hand for them,” she says of her impressive career path. In March, Brenda became the first female CEO of a major Canadian financial institution, a remarkable milestone in an industry where women in top jobs are still few and far between.
Brenda recalls the leap of faith she took when she first joined ING Direct in 1999 (which rebranded as Tangerine in 2014). She was at Shoppers Drug Mart at the time, when she heard that ING Direct founder Arkadi Kulmann was looking for a director of software development to give the bank an Internet presence in Canada. After a meeting with the iconoclastic CEO, Brenda was inspired by his vision of branchless, Internet banking.
“That was in the 90s, so there were organizations that had static websites, but nobody had a truly transactional website,” says Brenda. “So I went home that night to tell my husband, ‘You know what? I’m going to leave my nice, secure job at Shoppers to go work for this direct bank and help Canadians save their money.’”
It was a bold and risky move, but Brenda liked the idea of being able to create something innovative from scratch. “It was a startup, so I wouldn’t have to worry about legacy systems,” she says. “I would have the opportunity to build and shape from a technology standpoint.”
Technology had been a passion for Brenda ever since high school. Growing up the youngest of six kids in a “typical, middle-class family” in Toronto, Brenda took an introduction to computers course and learned early programming languages like BASIC and FORTRAN. She was instantly hooked.
“My parents were encouraging me to become a nurse or a teacher, so you can imagine their surprise when I told them I wanted to study computers and program,” she says. “They didn’t know what that was. There was no such thing as the Internet at that time, let alone videogames and the gadgets we have today.”
After high school, Brenda studied computers at Seneca College, then began working as a programmer. Craving opportunities for advancement, she took a job with Imperial Life Insurance Company, where she worked her way up into management. It was at Imperial Life that Brenda met her first mentor, Carole Briard (who would go on to become Chief Information Officer at Bank of Canada).
“Carole played a key role throughout my career,” says Brenda. “There were very few [women in technology at the time], and that connection with another female leader who was trying to advance in technology was very important. To this day, we are still very close.”
“There were very few women in technology at the time, and that connection with another female leader who was trying to advance in technology was very important.”
Brenda also believes in continuous learning. She holds a number of technology certificates, and completed an Executive Program at Queen’s University in addition to a Masters Certificate in Innovation at Schulich School of Business.
A strong advocate for the advancement of women in the Canadian workforce, Brenda has led the women in leadership program at Tangerine for several years. She says that mentoring can be a valuable way for women to support each other.
“I think that lack of confidence and fear of failure can hold us back, myself included,” she says. “I definitely reach out to my female network. And it’s not about just seeking a mentor to say you have a mentor, but being willing to ask for help.”
The late Mona Goldstein, Toronto marketing guru and CEO at Wunderman, was another important mentor in Brenda’s life. After successfully taking on several operational-type roles at ING Direct, Brenda was asked to head up marketing for the company, a position she found daunting.
“It’s not about just seeking a mentor to say you have a mentor, but being willing to ask for help.”
“It was not necessarily in my wheelhouse and I certainly felt inept at times, wondering, ‘What am I doing here?’ My confidence was wavering,” says Brenda. “But Mona provided me some tremendous insight and encouragement and was one of the smartest, most inspirational women I’ve ever met.”
As a mom with a high-profile career, Brenda says work-life balance could be a challenge, especially when her son was young. In the tech world, working after hours is a necessity. Because it was hard to control her afternoons and evenings, Brenda says she felt strongly that she needed to control her mornings.
“I needed to connect with my son in the morning, so I would have breakfast with him every morning, I’d give him a hug, I’d put him on the bus. In banking, it’s quite common to have breakfast meetings starting at 7:30am, and I really had to be strong about saying no to early morning meetings,” says Brenda. “If you say no often enough, and say, ‘I’m happy to meet with you later in the day, but I’m not coming in for a breakfast meeting,’ people get used to it.”
Brenda says she still makes mornings with her family a priority.
“My son is 14 now and we still have breakfast every morning, although I think it’s more for me than him now. It’s getting harder to get that hug,” she laughs.
When she’s not carving a path for women in leadership roles, Brenda says she craves time in the outdoors with her family – hiking, golfing, skiing and walking their two dogs.
“I also enjoy cooking and baking,” she says. “If my husband will get the ingredients, I’m more than happy to put on some music and cook in my kitchen.”
Brenda attributes her career success to a strong work ethic and ample curiosity. “And having family and friends and mentors – people you can talk to and trust – is a must,” she adds.
Her advice for women hoping to emulate her success? Don’t be afraid to toot your own horn, and raise your hand when opportunities arise.
“Joining ING Direct was a risk,” she says. “But the journey has been amazing.”