Itiviti hires Adebiyi as head of marketing

Fintech firm Itiviti has hired former Murex marketing director Mireille Adebiyi as its new chief marketing officer.

Adebiyi became Itiviti’s Paris-based head of marketing and communications on July 1. She is also part of Itiviti's Executive Management team, reporting to CEO Rob Mackay.

She joined from artificial intelligence firm YSEOP where she was chief marketing officer for 18 months. Adebiyi was also marketing and communications director at Ullink, now part of Itiviti, for just over two years until late 2018.

Adebiyi spent most of her career with fintech firm Murex where she worked for 12 years, latterly as the French company’s global marketing and communications manager.

She told Global Investor she is excited about joining Itiviti partly because it has a unique hybrid model that enables different ways of accessing technology.

She said: “It is not about having the approach where you are either developing internally or buying the technology, rather is it about having a mix of both, which actually reflects how the banks or the hedge funds work where they are faced with the dilemma of having legacy platforms and inject innovation or to find new ways of doing things to capture new business opportunities. That is a struggle that I have seen over the past 17 years in the industry.”

Having worked for YSEOP for 18 months, Adebiyi is an expert in cutting-edge technology such as artificial intelligence.

She said: “One of the things that is exciting about joining Itiviti is that artificial intelligence is already happening and that, while we are an installed vendor, this is not going to limit the ability to explore new technologies.”

The Stockholm-based firm signed in January this year an exclusive partnership agreement with Imandra, the AI pioneer behind the Imandra automated reasoning engine.

The partners said at the time Imandra’s technology will initially be applied to improving the onboarding process to Itiviti’s Managed FIX global connectivity platform, with further plans to expand the AI capabilities across a number of Itiviti software solutions and services. 

Adebiyi said: “The Imandra partnership is quite recent and I see it as one of the proofs of the ability and the willingness to capture new opportunities that innovation can bring. This is not just a vision, it’s already happening. And it’s not only that area, but there will also probably be other areas where we will accelerate the automation approach that Itiviti wants to bring to clients.”

She added: “Having seen some examples where we try to venture into new fields, using experience that already exists, rather than trying to re-invent the wheel, is a smart way to go.”

Itiviti chief MacKay said in May that banks face a generational overhaul of legacy infrastructure to tackle capacity and remote working issues highlighted by the Covid-19 pandemic.

“The capital markets are plagued with legacy technology,” Mackay told Global Investor. “If you build something right with much newer technologies, there are nice growth opportunities available as a result.”