EXCELLENCE AWARDEE: WealthTech Service Provider of the Year

Cloven

Massimo Ianniruberto

Founder

Massimo Ianniruberto founded Bluroot in 2014 when he was a student at Queen’s University. He had always been passionate about using technology to solve problems, and this passion led him to the creation of Bluroot – a top CRM consulting company in Canada. As a consultant, Massimo worked with top wealth teams in Canada. Based on their common problems, the idea for Cloven, a CRM for Canadian financial advisors, was born. Since then, Massimo has led Cloven’s explosive growth and has become a contributor to the wealth community through his involvement in Advocis’ TIC, and his popular channel @MassLovesCRM.

Founder

Massimo Ianniruberto

facebook.com/8twelvemortgage

@8twelvemortgage

As an independent, forward-thinking girls’ school we are committed to preparing girls for a lifetime of learning, leadership and engagement in our global community. We believe in girls. At Ruyton Girls’ School we foster the individuality of each girl in a caring and safe environment, nurturing her intellectual, physical, social and emotional qualities that are essential to flourish. Powerful learning is central to the Ruyton culture, building on our strong academic reputation. We focus on advancing the learning of every girl through the engagement of intellectual curiosity, building their knowledge and skills about how to learn, and supporting them to achieve their personal best and be exemplary citizens. We believe in real-world learning beyond the classroom, collaborating with the wider community to promote growth, discovery and sustainability. We empower our girls to lead lives of purpose with courage, character and compassion. Through the development of values and action-focused learning they are inspired to pursue equity and justice for self and others. By embracing diversity and raising their voices, our girls effect positive change and make a difference.

Enhancing productivity with automation To further streamline the advisory practice’s software stack, Cloven includes a comprehensive digital Productivity Suite at no extra cost. This suite features essential tools like e-Sign, Calendar Booking, Online Forms, and more, all embedded directly within the CRM. These tools are designed to simplify and integrate seamlessly into the advisor’s workflow, eliminating the need for multiple standalone applications. Cloven’s robust capabilities are powered by Zoho, a trusted global platform known for its reliability and scalability. Additionally, Cloven benefits from the expertise of the team behind BluMortgage, Canada’s leading Mortgage CRM. This combination of trusted technology and industry expertise ensures that Cloven is not only powerful but also tailored to the specific needs of the Canadian wealth management industry. “Our collaboration with Zoho and the expertise from BluMortgage have been instrumental in shaping Cloven into the comprehensive and user-centric solution it is today,” says Massimo Ianniruberto, Cloven's founder. “We are committed to continuously evolving Cloven to meet the ever-changing needs of wealth professionals in Canada.” Cloven’s combination of out-of-the-box integrations and Productivity Suite has addressed a major need in the wealth industry. This is evidenced by Cloven’s over 100 percent growth since the beginning of 2024 alone.

Tom Hall

Co-Founder

Tom Hall joined Bluroot in 2018 with the mission to help transform Bluroot from a consulting firm to a technology company. In this capacity, Tom helped build the technological backbone of Cloven and allowed it to be the innovative product that it is today. Tom also leads Bluroot’s other product, BluMortgage, a CRM for mortgage brokers.

Co-Founder

Tom Hall

Song Song

Director, East Team

Song Song is Director of EverBright Finance’s East Team. Prior to joining the company, he gained 12 years’ experience in banking, including in leadership, lending and operations risk control roles. His most recent position was at BNZ as Regional Manager in SME Acquisition. Song’s experience and knowledge of the banking industry give him a great understanding of clients’ financial goals and how to take them there. Song specialises in several areas, such as business and commercial lending, property finance, cash flow lending and budgeting, residential home lending, investment property lending and business planning. His proficiency in these areas enables him to provide tailored financial solutions to his clients.

Director, East Team

Song Song

@8twelvemortgage

The advisor CRM market has evolved considerably over time, with most CRM providers focusing on their enterprise customers leaving small and mid-sized practices with no guarantee of real value from their CRM. Implementations can take 9–12 months, training is complex, and achieving a return on investment can take years. Currently, this tension is becoming more and more apparent – systems of traditional CRM providers have grown cumbersome and legacy enterprise clients are looking to move to more contemporary SaaS-based solutions. Companies are now focusing on the fundamentals, streamlining business processes, and emphasizing value streams. When a CRM system is overly complex, costly, or bloated, it is likely to be reconsidered in favour of alternative solutions. Staying ahead as a financial advisor means leveraging tools that streamline operations and enhance client relationships. Enter Cloven, a CRM meticulously designed to meet the unique needs of Canadian wealth professionals. Combining cutting-edge client management and marketing features with seamless industry-specific integrations, Cloven delivers a modern, all-in-one solution tailored for advisors in Canada. Wealth professionals often face challenges in managing client data across numerous systems, leading to significant inefficiencies. To tackle this issue, Cloven provides drag-and-drop import tools and pre-built integrations with Office 365 and G-Suite. In 2023, Cloven launched the BlueSun import widget, allowing advisors to import data effortlessly with just one click. Cloven also integrates with products like SideDrawer, ensuring a seamless and fully integrated CRM experience. With accurate data consolidated in one place, wealth professionals can significantly boost their productivity using Cloven’s pre-built automations. These automations include follow-ups for term life policy renewals, reminders for KYCs & annual reviews, and a portfolio summary generator to send to your clients. This means Cloven users can spend less time on routine tasks and more time offering meaningful value to their clients. By streamlining data management and reducing reliance on multiple systems, Cloven helps minimize inefficiencies and enhances overall operational effectiveness.

Cloven: how to generate more value through your CRM As advisors are wearing more hats than ever before, they can streamline operations with a CRM software that helps them do more with less