Tuum Appoints Renato Cassinelli as Head of Marketing to Drive Strategic Growth

Core banking platform Tuum has appointed Renato Cassinelli as its new Head of Marketing to lead the firm’s transition to an in-house marketing function. The move signals a strategic shift as the company seeks to capitalize on recent analyst recognition and a growing client roster that includes both traditional financial institutions and digital-first fintechs.

What was announced

Tuum has named Renato Cassinelli as Head of Marketing, a role that will see him oversee the company’s brand, positioning, and pipeline development. Cassinelli joins with more than 15 years of experience in B2B fintech and SaaS marketing. His arrival marks the end of Tuum’s marketing partnership with Aperture, which had supported the function since early 2023. The company is now bringing its marketing operations fully in-house to take direct ownership of its strategy during its next phase of expansion.

The appointment comes during a period of increased market visibility for the platform. Tuum was recently recognized as a Major Player in the IDC MarketScape for Digital Core Banking Platforms 2024 and received the Best Challenger Core Banking Platform title at the Banking Tech Awards. The platform is currently utilized by several high-profile institutions, including LHV Bank, Zenus Bank, OP Pojhola, and Multitude Bank. As the company scales, the marketing department will focus on sharpening Tuum’s positioning across specific verticals, including Lending, Banking-as-a-Service (BaaS), Electronic Money Institutions (EMIs), and Islamic Banking.

The companies involved

Tuum is a next-generation core banking provider that offers a modular platform designed to replace or augment legacy financial systems. The company has positioned itself as a flexible alternative to traditional core banking suites, allowing banks to deploy specific modules for lending or specialized services like Islamic banking. By serving a diverse range of clients—from established regional players like OP Pojhola to international digital banks like Zenus—Tuum has built a reputation for supporting varied regulatory and functional requirements.

The company’s growth has been characterized by a move toward "referenceable" success, where existing implementations serve as proof points for its cloud-native technology. By moving away from its previous agency-led marketing model, Tuum is asserting its maturity as a standalone enterprise. This transition reflects a broader trend among successful fintech scale-ups that reach a level of commercial traction where internalizing strategic functions becomes necessary to maintain consistency across multiple global markets and complex product verticals.

What this means

Bringing marketing in-house is a significant "coming of age" moment for a fintech scale-up. It suggests that Tuum has reached a level of complexity where external agency support can no longer provide the deep, vertical-specific nuance required for sectors like Islamic Banking or BaaS. In a core banking market where legacy providers are under intense pressure from cloud-native challengers, the competition is shifting from pure technology to brand trust and "referenceability." Tuum’s decision to double down on its internal engine indicates a belief that its narrative is now a primary driver of growth, challenging other mid-tier core providers to prove they can scale their own market presence with similar speed.