Engagement Banking Platform Backbase Appoints Mark Appel as CMO

Backbase, which claims to be the global “leader” in Engagement Banking, announced the appointment of Mark Appel as Chief Marketing Officer.

Appel will “lead Backbase’s marketing organization, bringing over 30 years of experience with technology and growth companies such as Apple, Twinfield (acquired by Wolters Kluwer), Exact Software, and most recently, CM.com.”

As CMO of CM.com, Appel nearly “quadrupled revenue over a little less than three years, while growing the marketing team from 10 to 80 people.” In his prior role at Exact, Appel “oversaw the transition to SaaS and grew the business tenfold during his 8-year tenure.”

As CMO of Backbase, Appel will be “responsible for supporting the continued growth that has seen Backbase eclipse €200 million in revenue and be named to the 2022 CB Insights’ Fintech 250 list.”

Mark Appel, CMO at Backbase, said:

“I’m excited to bring my experience to Backbase as we pursue our ambitious purpose to improve the daily financial lives of 10% of the world’s population. I look forward to building structures that will continue to drive brand recognition and amplify demand generation at Backbase.”

Appel’s appointment “adds to the depth of Backbase’s leadership team, following the recent addition of Markwin Geneste as Chief Commercial Officer and Roland Booijen as General Manager of Ecosystems, in 2022.”

These additions, along with Motive Partners joining as an investor in June, “continue the pace of professionalization as Backbase grows and matures.”

Mark’s curiosity “for new technologies and inspirational leadership will build on the foundations to rejuvenate our marketing team as a high-performance revenue engine for Backbase.”

Jouk Pleiter, Backbase Founder and CEO, stated:

“Mark represents Backbase’s core values of craftsmanship, entrepreneurship, and can-do, and I’m delighted to work with him.”

As noted in the update, Backbase is “a financial technology company on a mission to re-architect banking around the customer.”

Their whitelabel Engagement Banking platform “empowers banks and credit unions to rapidly digitize their customer-facing operations and create seamless journeys that meet and exceed the expectations of today’s digital-savvy customers.”

With Backbase, banks and credit unions “can put their customers back in the heart of their business.”

Industry analysts Forrester, Gartner, Celent, Omdia and IDC continuously “recognize Backbase’s category leadership position.”

Over 150 financials around the world “have embraced the Backbase Engagement Banking Platform – including Advanzia, Banco Caja Social, Banco de la Nacion Peru, Bank of the Philippine Islands, Berenberg, BNP Paribas, Citizens Bank, ENT, Greater Bank, HDFC, Judo Bank, KeyBank, National Bank of Bahrain, Navy Federal Credit Union, Natwest, Pictet & Cie, Raiffeisen, SchoolFirst Federal Credit Union, Standard Bank, Société Générale, TPBank, Washington State Employee Credit Union and Wildfire Credit Union.”

Backbase was “founded in 2003 in Amsterdam (global HQ), with regional offices in Atlanta (Americas HQ), Boise, Mexico City, Toronto, London, Cardiff, Dubai, Kraków, Singapore, Sydney and Tokyo.”

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