• Marketing
  • May 4, 2022

Press Release, May 1, 2022

Backbase lands senior leadership from Wolters Kluwer to further accelerate growth

Senior sales leader, Mark Geneste, will assume overall sales leadership and join Backbase’s global management team

AMSTERDAM (May 1, 2022) – Backbase, the Engagement Banking category leader, announced the arrival of Mark Geneste as EVP Sales, adding seasoned talent at a time of major growth in the business. Geneste will bring 30 years of B2B sales experience to leading Backbase’s sales organization and management team, having most recently served as Chief Commercial Officer at Wolters Kluwer Enablon.

Backbase is in the middle of significant recent growth, surpassing 150 clients and $100 million in ARR in 2021. Leading the paradigm shift to engagement banking – by helping banks move from a channel-first to a customer-first approach – has driven significant growth, creating demand for top technology and sales leadership. With ambitions to create banking apps that serve more than 10% of the world population, CEO and founder Jouk Pleiter is bolstering the leadership team to accelerate growth.

Mark Geneste joins Backbase from Wolters Kluwer, where he was part of the Executive Leadership Team and led global sales and marketing for Enablon, the industry-leading integrated software solutions for Risk & Compliance, Engineering & Operations, and EHSQ & Sustainability. Mark has built high-performing sales organizations for Thomson Reuters, Kempen Capital Management, Dun & Bradstreet, and Wolters Kluwer-Enablon.


“We couldn’t be more excited about the caliber of people, like Mark, joining Backbase right now,” said Jouk Pleiter, Backbase CEO. “This is exactly the right moment for us to bring on senior leaders to unlock the next level of growth for our teams. I’m convinced additions like Mark will position Backbase to build on the growth we’ve seen in new clients and products.”


Geneste will bring further professionalization and experienced leadership as EVP Sales to the global sales organization, helping Backbase continue to grow at a fast pace. He will empower Backbase’s entrepreneurial mindset while engaging and supporting the sales teams on major deals, as well as building strategic C-suite relationships.



About Backbase

Backbase is on a mission to re-architect banking around the customer – to move it out of the channel-first era and into today’s customer-first era.

We make it simple for banks to orchestrate seamless customer and employee journeys across any device, all on one unified platform. From customer onboarding to customer servicing, customer loyalty, and loan origination, we help financial institutions surpass customer expectations at every touchpoint. Built from the ground up as one future-proof platform, our Engagement Banking Platform easily plugs into existing core banking systems and comes pre-integrated with the latest fintechs so financial institutions can innovate at scale.

Industry analysts Forrester, Gartner, Omdia, Celent, and IDC continuously recognize Backbase’s category leadership position. Over 150 financials around the world have embraced the Backbase Engagement Banking Platform – including AIB, Barclays, Bank of the Philippines, BNP Paribas, Islands, Citibank, Citizens Bank, CheBanca!, Discovery Bank, Greater Bank, HDFC, IDFC First, KeyBank, Lloyds Banking Group, Navy Federal Credit Union, PostFinance, RBC, Société Générale, TPBank, Vantage Bank Texas, Westpac, and Wildfire Credit Union.

Backbase is a privately funded fintech company, founded in 2003 in Amsterdam (global HQ), with regional offices in Atlanta (Americas HQ), New York, Boise, Mexico City, Toronto, London, Cardiff, Dubai, Kraków, Singapore, Sydney, Australia, and Tokyo.


Press contact


Aspectus Group

Annie Han [email protected]

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