A Canadian FinTech and Zoho Leader

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

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.

Steph Brennan

Senior Consulting Associate

Steph is a Consulting Associate. In this role, she does a wide range of activities, such as implementing new CRM solutions and, training and supporting our clients. In her free time, you can find her making artwork.

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!

Shaira Mayers

Senior Consulting Associate

Shaira is a Senior Consulting Associate working in our Customer Success department. She implements BluMortgage system projects, manages clients’ onboarding process and supports operations. She loves plants and knitting and she used to be a professional gymnast, ranking in the top 10 in a World Wide competition.

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.

Our Values

Team First

Not every task supports your numbers directly. Sometimes we have to support someone else. We are strongest when our work supports each other’s success.


Be clear and open with your work both among our team and to our clients.

No Waste / Purpose-Driven

Begin with the end in mind. Take deliberate actions and be mindful of possible outcomes.

Whatever you do, be the best

In your area of expertise, strive for excellence. We aren’t perfect but we aim to be 1% better every day.

Thrive in Ambiguity / Be Curious

Be excited to learn new things. New challenges are chances to grow and expand our abilities.

Win or Learn

Failure is a part of life. We embrace failure as an opportunity to learn new things and get 1% better.