About Cloven

Learn about us and our journey from simple beginnings to leaders in the fintech space. We have a strong corporate identity that grounds us as we grow.

“The Years of Learning”

Back in 2013, Massimo started the CRM consulting firm, BluRoot. He worked with SMBs to meet their specific CRM requirements. During this time he worked with financial advisors and insurance brokers who achieved great success with their custom CRM solution. Based on this success, the idea was born to build something for the broader market.

During this time, a similar phenomenon was happening among mortgage brokers Massimo was working with.

“This Model Works”

In 2018, Tom joined the firm. Through the lessons that BluRoot had learned over the years, he focused on building out-of-the-box, industry-specific solutions.

He started with mortgage brokers, and from this, BluMortgage was born. BluMortgage is now the #1 CRM in Canada for mortgage brokers.

But the opportunity for financial advisors still lingered…

“Seize the Opportunity”

Based on the huge success of BluMortgage, and the persistent demand for a better CRM for Financial Advisors, it was time to attack the market with full force. This was the inception of Cloven.

Cloven has grown incredibly quick- shaking the “status quo” for Financial Advisor CRMs.

With strong industry ties, and tremendous support from our clients, the sky is truly the limit for Cloven!

OUR COMMUNITY

Our Commitment to the Canadian Financial Industry

A MaRS Discovery District-backed venture

MaRS Discovery District is a not-for-profit corporation founded in Toronto, Ontario.

Proudly Canadian

All staff live and work within Canada. All development work takes place within Canada.

Massimo Ianniruberto

Co-CEO

Massimo is our president and founder of BluRoot. He has worked with leaders across the insurance, mortgage, financial advisory, and wealth industries. He now guides Cloven’s growth and vision. Outside of work, Massimo enjoys watching basketball and playing Gran Turismo.

Tom Hall

Co-CEO

Tom is one of our co-founders. He leads BluMortgage and Cloven, ensuring our CRMs stay innovative and easy to use. He also manages product strategy, keeping client experience front and center. In his free time, Tom enjoys playing chess and watching football.

Maryah Diulia

Sales & Marketing, Manager

Maryah leads both sales and marketing initiatives across BluMortgage and Cloven, working closely with partners, clients, and the internal team. On the sales side, she runs most of our product demos and guides new clients through their decision process. On the marketing side, she drives strategy, campaigns, and content to build awareness and engagement. Outside of work, Maryah enjoys playing board games, and watching fiction tv shows and movies.

Hadia Malik

Customer Success Manager, Team Lead

Hadia manages our entire Customer Success team. She leads onboarding for BluMortgage and Cloven, and oversees training, implementation, and support with advanced features across all products. When she’s not working, you’ll find Hadia hiking or reading.

Joseph Wong

Software Engineer

Joe is our software engineer who oversees our tech stack and builds on the backend of both BluMortgage and Cloven. He ensures seamless data integration and a smooth experience for our clients. Outside the office, Joe enjoys playing poker and other card games.

Rachel Engaño

Customer Success Representative

Rachel supports clients through onboarding and implementation with Cloven. With over a decade in customer service, she brings a wealth of experience to every interaction. After work, she loves spending time with her kids and watching Netflix.

Karen Garcia

Customer Success Representative

Karen helps clients book onboarding calls, supports implementations, and assists with any questions or issues that come up. She enjoys traveling and spending time with her kid.

Rohan Singh

Business Development Representative

As our BDR, Rohan connects with prospective clients, runs demos, and answers questions to help them explore our products When he’s off the clock, you’ll probably find him riding his motorcycle.

Ryan Renz

Customer Success Representative

Ryan supports our clients with questions and issue resolution, focusing on billing as well as customer success. Outside of work, he’s passionate about traveling and exploring the world of cryptocurrencies.

Our Values

Team Over Everything

We like to think of ourselves as a pro sports team. We want to win our championship, and it’s everyone’s responsibility to help us get there.

No BS

It might not feel great in the moment, but being honest- no BS- is always worth it. Don’t shy away from giving the hard truths.

Do It the Right Way (No Waste)

When faced with the Quick & Dirty or the Right Way, always choose the latter. This avoids re-work, which drains the team’s time and morale.

Just Do (BLU) It

Don’t get lost in perfection. It’s not worth it. Identify the part of work that can be done the Right Way (no matter how small) and Just Do It. This provides confidence, and allows for feedback from the team/clients.

Keep Your Head Down

After a loss, don’t make excuses, but embrace Win or Learn. After a win- let’s recognize it- but be back working the next morning. We are on a continuous journey with providing real client value as our compass.

Thrive in Ambiguity

We have tools and resources, but ultimately, there is no manual at Bluroot. Each teammate is trusted to “make the call” and Just Do It.

Merit Matters

We evaluate teammates on their ability to help the team win, nothing else.

Win or Learn

We want to win. If we don’t win, learn the lesson to win next time.

Get Started with Cloven

Are you curious about what makes Cloven the fastest growing Financial Advisor CRM? Take it for a test drive to see for yourself!

Try Cloven for Free

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