A Canadian FinTech and Zoho Leader

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

2013 2014 – 2019 2019 – 2022 2023+

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

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.

Pamela Lopreato

Customer Success Lead

Jonatas Welter

Customer Success Manager

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.

Isabela Palmero

Customer Success Manager

Halima Sheikh

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.

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.