Swiss fintech 21Shares is hiring a new operating chief. She is a veteran of U.S.-based index specialist Wisdomtree and most recently skied to the South Pole for charity. 

The Zug-based start-up is hiring Lucy Reynolds as its chief operating officer, effective immediately, it said in an emailed statement on Tuesday. Formerly known as Amun, the fintech issues exchange-traded products underpinned with cryptocurrencies.

Reynolds, who spent the last year preparing and completing a South Pole ski trek to raise funds for research into inflammatory breast cancer, is a veteran of Wisdomtree, a U.K.-based exchange-traded fund house. There, she was head of product management in Europe.

At 21Shares, she will work closely together with product chief Ophelia Snyder as well as Chief Executive Hany Rashwan. The firm recently surpassed $100 million in assets.