A Canadian FinTech and Zoho Leader

We work with Canadian financial services leaders through our industry-specific CRM products, BluMortgage and Cloven.

Where It All Began

Like any good startup story, Bluroot’s story starts on a University campus (Queen’s in this case).

Massimo’s passion was cool new tech, and helping people. He found that intersection as a Zoho partner.

Zoho Consulting

Massimo worked with 100s of businesses- helping them solve their unique business problem with Zoho products.

Massimo noticed that businesses in the same industry had the same problems, but he was creating a unique solution each time!

Launch of BluMortgage

In 2019, Tom joined the firm to help build an off-the-shelf CRM for mortgage brokers, named BluMortgage.

Over the next 3 years, BluMortgage grew to be the #1 Mortgage Broker CRM in Canada.

A Product Company

In 2023, Bluroot dedicated themselves 100% to being a product company.

This meant that they no longer did Zoho consulting, and instead focused all their efforts in growing BluMortgage, and their new Financial Advisor CRM, Cloven.

Massimo Ianniruberto


Massimo is our president and founder of BluRoot. During his time in this role, he has worked with leaders in the insurance, mortgage and real estate industries. In his free time, he enjoys watching basketball and playing Gran Turismo.

Tom Hall


Tom leads our CRM for mortgage brokers, BluMortgage. He also manages our Zoho products, BluText and WES, making sure they are cutting edge. In his free time, you can find Tom playing chess and watching football.

Trevor Hilton

Head Developer

Trevor is our Head Developer. He leads the development team in building features and integrations to ensure a great and fully integrated user experience for our clients. In his free time, Trevor likes to produce music.

Maryah Diulia

Marketing Manager

Maryah is our Marketing Manager. She creates and implements marketing strategies, campaigns and social media content. She loves space-related stuff, unicorns and soccer. When younger she used to sing on talent shows at her school and won 1st place in 2013!

Nadia Shiwdin

Customer Success Manager

Nadia is our Customer Success Manager. She helps with BluMortgage Implementation, client management and retention, and supports operations. When she’s not working, you can find her climbing rocks, biking around town, or playing with her dog.

Bilal Choudhry


Lynda Khouildi

Customer Success Manager

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.


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.