Payments should never be the reason a player leaves your site.

Fluid was built from firsthand experience with the deposit funnel iGaming operators inherit. We’re a small, sharp team of payments and iGaming specialists rebuilding the cashier into something that actually earns its keep.

Why we built Fluid.

The cashier is the most expensive piece of UX an iGaming operator owns and historically the least loved. Players who clear registration, KYC, the bonus offer, and game selection fall off in the deposit funnel — at the exact moment the operator has paid the most to acquire them. The standard answer was a hosted cashier from a legacy orchestrator: an iframe on a third-party domain, a static method drop-down, and a generic decline experience.

Fluid is built around the idea that the cashier should be the operator’s, not the orchestrator’s. Component-based, brand-native, AI-tuned per player, and connected to every PSP the operator already runs. The orchestration is still there; the player-facing experience is the operator’s product.

We’re a small team. We move fast, we ship in days, and we care about the deposit-conversion rate of the operators we work with the way most vendors care about their own ARR. That’s the bar we set.

Leadership

Founder & CEO

Roberto Rubio

Roberto founded Fluid to rebuild the iGaming cashier around the player rather than the orchestrator. He leads product direction, the operator-partner relationships, and Fluid’s commercial growth across Europe and North America.

Investment

Backed by investors who know iGaming and payments.

In March 2025 Fluid closed a strategic seed round led by SpikeUp Media, with participation from Xace — the iGaming-specialist financial institution — and Corfai Capital, the specialist iGaming and fintech advisory led by Ben Robinson. The round funded product expansion, additional engineering hires, and Fluid’s push into the European and North American operator markets.

Read the full funding announcement.