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Who We Are

At BlueRush, We’re As Unique As You Are

We understand every business has its own diverse range of challenges and client opportunities. We prioritize service that meets every single one. By harnessing the power of our SaaS platform, we create personalized experiences that help form an emotional connection between your customers and your brand.

Our Origin Story

Born on the east side of Toronto, BlueRush evolved into a Canadian SaaS powerhouse. During our 15 year history, we have grown our talent pool from the Montreal to Toronto corridor, building a team of leading creators, developers and management who are focused on providing leading interactive and personalized digital solutions for industry-leading organizations around the world.

Disruptive, data-driven, and determined to make a difference, we offer simple solutions to complex problems. Our goal is to connect individuals digitally in the most human way possible because we believe people are at the heart of every business.

Our Mission

Become the number one platform to create the best solutions for video marketing and customer communications of every kind.

Our Vision

Accelerate the global transition toward
trusted and secure personalized customer

A Culture of Innovation

We’re passionate about innovating. We
pursue, attract, and hire top-tier talent driving progress in digital software, data, personalization and interactivity.

Award winning expertise

Accolades include:

• 2019 FinovateSpring Best of Show
• 2019 IAC Award for Best Financial Services Online Video
• 2018 IAC Award for Outstanding Online Video Campaign

• 2017 Communicator Award for Best Online Video
• 2016 Silver W3 Award for Best B2C Branded Video

Leadership Team

Steve Taylor,


Steve is the former CEO and Founder of Resolver Inc., a SaaS-based governance, risk and compliance company that was sold to Klass Capital in 2015. Steve joined BlueRush as Director in 2017 and successfully closed a non-brokered private placement with Round13 Capital Founders Fund L.P. Shortly thereafter he was appointed CEO of the company.

Steve has over 25 years’ experience driving profitable growth in the Enterprise Software as a Service (SaaS), eCommerce, and digital media industries. He now works to accelerate BlueRush’s SaaS strategy, open up key new channels, and evaluate strategic acquisition opportunities to leverage current and future products in the fast-growing eCommerce technology and services space.

Len Smofsky, 
Chief Experience Officer

Len has over 25 years of experience in visual communications and strategy. Over the last decade his focus has been primarily in the digital area.

Specializing in corporate communications, Len founded one of Canada’s most successful production companies. His company created leading-edge video production, TV commercials, digital strategy and media.

In 2006, Len and Larry formed a partnership to create a new BlueRush with the intent of creating personalized customer experiences using a unique blend of digital media and deep technology capabilities. BlueRush works with clients in the financial services, healthcare, and packaged goods industries leveraging current digital technologies and services, creating great user experiences at all points in the customer journey.

Larry Lubin,
Chairman and President

As original founder, Chairman and CEO of Fitech, now part of CGI, Larry began innovating in sales, software development, and financial services. Many leading applications for Financial Institutions including the Reality Check™ series for Scotia Bank were developed by Larry and his Fintech team.

His vision of an optimized and fully integrated sales and customer experience that leverages the power of technology is at the heart of every solution today.

In September of 2003, BlueRush was created with the mission to create the ultimate customer experience. BlueRush currently works with many of North America’s leading financial services, healthcare and consumer packaged goods companies.

Richard Pineault,
Chief Technology Officer

Richard has been with the company since day one. As a key member of BlueRush leadership, he champions the Product Development team ensuring software security and functionality across all BlueRush projects. His team of developers accomplish what seems like the impossible for our clients every day. With a depth of technical expertise, Richard fortifies our SaaS platforms with the robust level of security that financial institutions demand. He is also a systems architect, playing an integral role in the direction of our two software products, IndiVideo and DigitalReach.

Nicole Ballestrin,

Chief Financial Officer

Nicole Ballestrin brings over 20 years of financial leadership experience across a wide variety of industries including technology and professional services in the public and private sectors. Prior to joining BlueRush, Nicole was CFO at McKinsey & Company Canada and several start-up and growth-stage companies where she built strong finance functions leveraging the right talent, processes, systems, reporting, analytics and external partnerships. Nicole is a CPA, CA, with a Bachelor of Commerce from the University of Toronto.

Brendan Jenkins,
Senior Director of Partnerships

Prior to joining BlueRush, Brendan worked in various sales leadership positions in Financial Services. His broad experience includes Commercial and Consumer Payments, Credit Reporting, and Business Process Outsourcing. Previously he was VP of Sales and Partnerships with Berkeley Payments, Sales Director with American Express in both Commercial Payments and Global Consulting, and with TransUnion as a Sales Director. Having successfully led sales and partnership efforts into large Financial Institutions and Mid-Market businesses, Brendan brings a unique perspective to BlueRush.

Brendan holds a Bachelor’s Degree in Political Science from the University of New Brunswick and a Management Certificate from the York University’s Schulich School of Business.

Get in touch

We believe in a personal, human connection.

Contact us today to see how we can help you engage your clients and elevate your client experience.