By: 5 January 2023

Mark Appel has more than 30 years of experience with tech companies such as Apple, Twinfield and, most recently,

Backbase appoints new CMO to support growth

Banking software firm Backbase has appointed Mark Appel as its new chief marketing officer.  

Appel will lead Backbase’s marketing organisation and support growth that has seen it reach €200m in revenue. 

Founded in 2003 and headquartered in Amsterdam, the Netherlands, Backbase digitises the customer-facing operations of banks to improve user experience. 

The software firm has secured a chief marketing officer in Appel who has more than 30 years of experience with tech companies such as Apple, Twinfield and, most recently, 

Mark Appel

Mark Appel

On his new role, Appel 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.” 

Jouk Pleiter, founder of Backbase and its chief executive officer, commented: “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. 

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

Appel’s appointment follows the recent addition of Markwin Geneste as chief commercial officer and Roland Booijen as general manager of ecosystems.  

Backbase raised €120m in growth equity funding from Motive Partners in June, valuing the company at €2.5b. 

Image: Backbase  

Josh Poyser
Josh Poyser is an editor at FinTech Intel. He has written about fintech for several years and appeared at FinTech Connect 2023 on the 'Unlocking Success: The Art of Fintech PR' panel.