Article
Women of Visma: Iveta Bukane
27/3/2025
min read
Life at Visma

Iveta Bukane has been a driving force behind Visma's growth for nearly a decade. As Managing Director of two of our competence centres in Latvia and Spain, she reflects on a journey marked by dynamic challenges and countless opportunities for learning and personal development.
Before joining Visma, Iveta held a variety of roles across industries – from IT to the aviation and automotive sectors. Her experience spans marketing, HR, product development, and general management, and each role has contributed to her broad spectrum of insights and experiences that shape her leadership style today.
This year’s theme for International Women’s Day (IWD) was ‘Accelerate Action’, highlighting the need for urgency in achieving gender equality. What does ‘Accelerate Action’ mean to you, and how does this impact your approach to leadership?
To me, 'Accelerate Action' means acknowledging the persistent gap in gender equality, and committing to impactful measures to close it. As a leader, I apply this mindset by actively seeking opportunities to promote and support women within our company.
“I think some of the biggest obstacles preventing gender equality in tech are stereotypes and unconscious bias. Sometimes people assume women aren't as interested in tech, or as good at it – and both assumptions are completely false.”
I’m proud to be part of an organisation with so many female leaders, paving the way for other women in Visma companies to dream big. It’s important to celebrate the success stories of women leaders, as they inspire others to take initiative and confidently claim their place within an organisation.
I work to close the gender gap by supporting mentorship programmes, leadership training, and fair hiring and promotion practices. I also advocate for a workplace culture where diverse voices are heard and valued – where everyone feels empowered to contribute. For example, our competence centres all represent a wide range of different nationalities, from Latvia having the most at 16 to Romania with at least 4.
What do you think are the biggest barriers preventing gender equality in the tech industry?
Something that seems to be a common misconception, or perhaps concern, among women considering a career in tech is picturing that all you’ll do is coding. Working in tech, and particularly software development, is so much more than that! There are plenty of opportunities in user experience, quality assurance, design, marketing, finance, automation, and many other areas.
The tech industry offers an exciting range of roles beyond just programming. At Visma, around 30% of colleagues in our competence centres are women. And I’m confident that the more we showcase the variety of opportunities in tech – and the creativity and engagement these roles bring – the more women will be inspired to pursue a career in tech.
What role do you think leadership plays in supporting equality, and how should leaders be held accountable for driving real change?
I think leaders play a critical role in supporting equality. They need to be more than just managers; they should be ambassadors of change. This means actively sharing success stories from within the organisation, particularly those of women thriving in various roles.
Leaders should also spearhead a company culture where everyone feels empowered to share their ideas. Recognising and celebrating contributions from all team members is essential for building a healthy, inclusive culture. And when leaders visibly advocate for equality and create opportunities, it sends a clear message and drives meaningful, lasting change. Leaders must be held accountable for their actions and the progress made within their teams and organisations.

Throughout your career, have you faced or witnessed moments where you felt the impact of gender-related barriers? If so, how did you navigate those situations, and how did they shape your own approach to leadership?
I've definitely witnessed gender imbalances in previous roles at companies with long-standing cultures of men dominating leadership. You'd often see women in HR or finance, but rarely in functions like strategic planning, sales, production, or procurement, as these were typically led by men. This created a very distinct dynamic, sometimes limiting access to different perspectives.
“Women leaders bring valuable, fresh perspectives and depth to all levels of an organisation. Diverse leadership teams will enrich any company, ultimately benefitting everyone in it.”
Back then, I could only dream of being surrounded by as many talented women leaders as I am today, at Visma. Those experiences definitely shaped my approach and boosted my commitment to promoting gender balance and equal opportunities for all.
What personal traits of yours do you think contributed to your success?
Thinking outside the box, finding win-win solutions, being persistent, building strong teams, connecting the right people, being reliable, keeping my promises, and respecting diverse opinions and individuals. All of these traits have been instrumental in my success.
How can companies ensure that DEI efforts don’t lose traction over time, or become limited to specific initiatives like IWD, but rather remain a priority all year round?
To me, DEI is rooted in respect for all humans, regardless of background or anything like that. DEI efforts aren’t just about gender equality; they encompass nationality, cultural background, political beliefs, family status, sexual orientation, age, disability, religion, and so much more – basically everything that shapes our unique identities.
When a company truly respects each individual and prioritises building a culture that supports everyone in reaching their full potential, that’s where DEI truly thrives. Creating such a culture is essential, and the key role lies with the company’s leaders and their ability to embrace diversity.
How do you keep spirits high when faced with setbacks in DEI, whether in the industry, media, politics, or beyond?
I stay motivated by being true to myself and continuing to respect every individual, as I always have. We’re never really alone, and remembering that helps me stay focused on the bigger goals of equality and inclusion. While society evolves, we need to stand firm in our core values and make sure that our humanity remains constant.
What advice would you give to someone who wants to make a meaningful impact on the company culture of their workplace?
A company’s culture starts with its leaders. Anyone who wishes to make a meaningful impact on the work environment should seek out leaders who will support their vision and help shape the desired culture through every action they take. As Mahatma Gandhi wisely said, 'Be the change that you wish to see in the world.'
“The most valuable lesson of my career has been to not take life too seriously. We must remain curious and playful to explore new pathways and truly enjoy the journey. As the saying goes, ‘Those who love what they do seldom get tired’. Finding a job that I genuinely love has made a huge difference, and my most recent lesson is about striking the right balance in my priorities to maintain a healthy work-life balance.”
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