Willem Avé

Willem Avé is the Global Head of Product at Square, where he directs the strategy and execution behind the company's software ecosystem. He previously led Square's Point of Sale and Platform product organization, and came to Square through its acquisition of BookFresh, following earlier work at InQuira before Oracle acquired it. In 2025 he made Square's product roadmap public, a rare move in fintech built on the belief that transparency earns seller trust. He speaks regularly on AI in commerce, the shift to a cashless economy, and building software that millions of small businesses run on, including a recent appearance on The Verge's Decoder podcast.