Meet Our Executive Team

Laurent Bertrand

Co-Founder and Chief Executive Officer

Robert Lonsdorfer

Co-Founder and Chairman

Cedric Gouliardon

Group Chief Operating Officer and General Manager Asia

Greg Samuel

Group Chief Financial Officer and General Manager Middle East and South Africa

Sylvain Thiebaut

Chief Technology Officer

Shannon Cullum

Group Chief Marketing Officer and General Manager Up

Laurent Bertrand

Co-Founder and Chief Executive Officer

Laurent is one of the founders of BetterTradeOff, a Singapore FinTech company established in April 2015. He became CEO in July 2019. He oversees the global business operations and sets the strategic direction for its next phase of growth into a global innovative company that makes a lasting difference in the lives of others. Laurent brings over 20 years of international experience in delivering large-scale transformation through tech, notably in Wealth Management and Private Banking. Prior to BetterTradeOff, he established and headed Data and Analytics for UBS Wealth Management APAC while leading large transformation programs for front office and owning the product management for multiple key topics like client information, regulatory reporting etc. Laurent has served as Chief Operating Officer working to establish the first branch in Asia of a Swiss Private Bank, strategy consultant for BCG and Head of IT for L’Oreal. Laurent has a Masters in Business Administration from INSEAD, a Master of Science in Engineering Physics from KTH Royal Institute of Technology and a Master of Science from CentraleSupélec in Aerospace. Laurent is actively involved in voluntary work with the Rotary Club of Queenstown, Singapore. He believes in the old proverb: “give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime”. Laurent, Robert and Vincent founded BetterTradeOff with the ambition to increase Financial Inclusion by allowing everyone, everywhere, irrespective their wealth and financial experience, to access good advice and plan for their and their family’s financial future with confidence. During his leisure time, he enjoys spending time with his family, skiing and playing golf.

Robert Lonsdorfer

Co-Founder and Chairman

Robert has been a founding shareholder of BetterTradeOff since April 2015, and was appointed Director in June 2016. He was the company’s Managing Director from January 2018 to July 2019. He oversees the board activities and global strategic partnerships to prepare for BTO's international expansion. Robert is a thought leader with longstanding executive experience for world-class international companies across multiple sectors and geographies. Prior to BetterTradeOff, he was a global Managing Director at UBS, Group Chief Information Officer at Emaar Middle East, Chief Strategy Officer at IDMS, just to name those. Robert has a Master of Computer Sciences from CNAM in France. Robert is a firm believer in the use of disruptive technologies to reinvent business models independently of the industry they operate in. During his leisure time, he enjoys playing golf and spending time with his family.

Cedric Gouliardon

Group Chief Operating Officer and General Manager Asia

Cedric joined BetterTradeOff in October 2018; he was one of the first seed investors in the company in July 2016. He oversees the administrative and operational functions of the company and provides executive leadership and strategic direction for the development and execution of key initiatives across Asia, Europe and the Middle East. As a seasoned executive with over 20 years of international experience in the technology and telecommunications industries, Cedric is a strong business leader with a proven track record in building the capabilities of a driven and diverse team, and leading multicultural teams. His previous role was Chief Technology Officer at multinational Internet firm MyRepublic, where he built and led the teams that develop the next-generation network supporting the company’s innovative product and service offerings to consumer, enterprise and carrier segments across Singapore, Indonesia, Australia and New Zealand. He previously held senior executive positions in the telecom and tech industries in Europe and Asia. Cedric holds a Master’s in Telecom Engineering from Télécom Paris and an MBA from INSEAD. He enjoys playing golf, skiing and spending quality time with his wife and three sons.

Greg Samuel

Group Chief Financial Officer and General Manager Middle East and South Africa

Greg joined BetterTradeOff in May 2018, and is an investor since December 2017. He has primary responsibility for managing the company’s finances, including financial planning, and management of financial risks. He holds a second portfolio as the General Manager of Middle East and South Africa, and is responsible for bringing the company’s solution to these markets. He is a visionary with extensive business strategy and management experience, and has a strong track record of successfully driving strategic execution for companies in the expansion phase. He has worked in multiple leadership positions across various industry sectors, allowing him to develop innovative, effective and actionable strategies. He previously helmed senior roles in Project Management, Finance Controller and Planning and Analysis, Sales & Marketing and General Management, in FMCG, manufacturing, financial services and construction sectors. Greg graduated from the University of South Africa with a Bachelor of Commerce (B.Com), Accounting and Finance.

Sylvain Thiebaut

Chief Technology Officer

Sylvain joined BetterTradeOff in September 2016, and is an investor since June 2018. He is responsible for all aspects of the company’s technology and IT, and leads the technology team to deliver product innovations that support the execution of the company’s vision and strategy. Sylvain brings 15 years of experience in the .net industry and is an expert software architect. Prior to BetterTradeOff, he was the R&D Team Manager and Software Architect at Betclic Everest Group, where he was in charge of driving innovation for engineering, as well as studying and implementing frameworks for the engineering team to scale the business. Sylvain also played an active role in the conception of new mobile applications and platform at Betclic. His expertise in architecture and software development first developed during his time as a senior .net consultant at Arolla, and as a Project Manager and Software Engineer at Knowmore. Sylvain graduated with an MBA from Montpellier Business School and an MSc Computer Science from ESIEA. He enjoys reading about engineering and Sci-Fi, cheese and wine tasting, as well as traveling.

Shannon Cullum

Group Chief Marketing Officer and General Manager Up

Shannon has worked in the world of marketing and communications for over 25 years, including 9 as a CEO with leading multinational ad networks Saatchi & Saatchi and Mullen Lowe. He's held executive positions in Canada, the U.S, Europe and Asia Pacific, while living in cities as diverse as Toronto, Chicago, Jakarta, Shanghai, Bangkok, Moscow and Singapore. And consulted across a diverse range of marketers and brands, including: Procter & Gamble, Unilever, The Coca-Cola Company, Google, Toyota, Levis, Danone, Uniqlo and FWD Insurance; while working on hundreds of multimedia brand campaigns, spanning 30 plus countries and over 20 consumer categories.