Backbase expands with seasoned industry executives to drive transformation in Private Banking and Wealth Management across key markets

Amsterdam, 1 October - Backbase, the global leader in AI-powered banking technology, announces three strategic appointments to strengthen its wealth management executive team across key markets. The company has hired Joseph Sullivan as Senior Director of Strategic Accounts in the United States, Kai Jebens as Regional Sales Director in Singapore, and Piotr Wybieralski as Senior Sales Director in Switzerland, based in Geneva.

The appointments position Backbase to capitalize on accelerating increased demand for digital transformation in the wealth management sector, with the market projected to reach $181.6 trillion in assets under management by 2029.

Executive appointments with proven track records

• Joe Sullivan joins Backbase with over two decades of experience across wealth management, private banking, capital markets, and fintech. His previous roles include Director of Capital Markets & Investor Solutions at BondLink and Director of Wealth Management & Private Banking at 42 North Private Bank. He has also held Senior Director positions at FINTRX and Interactive Brokers. Joe began his career at J.P. Morgan Private Bank and has built a proven track record in digital transformation, advisor enablement, and delivering high-impact solutions for high-net-worth and institutional client segments.
• Kai Jebens brings significant Asia-Pacific market experience, having held senior positions at Northern Trust, BNY Mellon, FIS, Intercontinental Exchange, and Bloomberg. Most recently, as Head of Client Development for Southeast Asia at Northern Trust, he led business development with sovereign wealth funds, pension funds, and asset managers across the region. His experience spans custody, fund accounting, data services, and digital solutions for institutional clients.
• Piotr Wybieralski combines academic expertise with practical market experience in European financial services. He is a seasoned banking technology professional with over 20 years' experience at technology providers including Swisscom, Avaloq, SIX Financial Information and Thomson Reuters. Piotr brings deep expertise in European financial services, specializing in core banking transformations, regulatory initiatives, and market data projects across both sales and technical implementation roles.

Market-driven hiring strategy

Each appointment targets markets experiencing significant growth and digital adoption pressure.

• The United States represents the world's largest wealth management market, with assets under management projected to reach $92.5 trillion in 2025 and expected to grow to $101.6 trillion by 2029, where wirehouses and independent RIAs seek competitive digital differentiation.
• Singapore serves as Asia's leading wealth management hub within the APAC market valued at $34.38 trillion in 2025, growing to $50.80 trillion by 2030. The HNWI segment shows strongest growth at 9% annually, with 80% of affluent clients adopting digital wealth management services and private banks commanding 77% market share.
• Switzerland, the world's largest offshore wealth management center with projected growth of 3.6% CAGR through 2028, where private banks demand sophisticated technology solutions that meet stringent compliance requirements while enhancing client experience.

Wealth management institutions need platforms that can scale personalized relationships, not just digitize processes. Our new team brings the market knowledge and client relationships essential to helping institutions transform their operations while preserving the high-touch service that defines exceptional wealth management.

_{Lennart Asshoff
Product Director - Wealth, at Backbase}

Building on established momentum

Backbase serves wealth management institutions globally, including private banks and asset managers seeking to differentiate through superior client experiences. Recent client implementations have demonstrated measurable improvements in client satisfaction scores, advisor productivity metrics, and operational cost efficiency. The platform's modular architecture allows institutions to modernize progressively without disrupting existing operations. Backbase was recognized with the Global Private Banker Award for “Outstanding Wealth Management Technology Implementation by a Vendor - Front Office”.

With wealth management firms now managing over $305 trillion globally and facing the largest intergenerational wealth transfer in history, the strategic appointments of Sullivan, Jebens, and Wybieralski position Backbase to capitalize on unprecedented market opportunity through proven platform capabilities and deep industry expertise.