COO @ WeFlex. Formely COO & Co-Founder @ Paid.
Natasha Morrison is COO at WeFlex, an electric-vehicle finance company enabling ride-hailing drivers to transition to EVs, where she leads operations, customer experience/support, finance, and logistics for a growing fleet of approximately 2,500 EVs and a team of 60 people onshore and offshore. Prior to that, she was Co-Founder and COO at Paid, a procurement SaaS business where she led fundraising, finance, ops, sales, and customer success and grew the team from 5 to 20.
She began her career as a finance lawyer in New York and London at Shearman and Sterling, then transitioned into investment banking at HSBC, where she ran an oil and gas advisory and finance team and a multi-billion-dollar loan book.
Natasha has experience working in very small teams all the way through to operating in huge organisations. Her varied background in law, banking, fintech, and operational leadership shapes her pragmatic, resilience‑focused approach to people and process, with a strong focus on operational resilience, burnout prevention, and employee success.