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.
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.
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…
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!
A MaRS Discovery District-backed venture
MaRS Discovery District is a not-for-profit corporation founded in Toronto, Ontario.
All staff live and work within Canada. All development work takes place within Canada.
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.
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.
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.
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.
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.
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.
We evaluate teammates on their ability to help the team win, nothing else.
We want to win. If we don’t win, learn the lesson to win next time.
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