Lisa Pulk

Lisa Pulk is co-founder and Chief Product Officer at Fluid, where she defines how the cashier adapts in real time to each player and how operators configure the deposit experience without writing code.

Her two decades in iGaming product include senior roles at Casumo and BetVictor — operators that span the full range of the licensed European casino and sportsbook market. At both, she shaped player-facing checkout flows: payment-method selection, branded confirmations, retry and decline experiences, and the dozens of small UX decisions that compound into the conversion rate every operator obsesses over.

Lisa's product instincts come from being inside operators long enough to know what works in production versus what works in a demo. She is unusually focused on the non-glamorous parts of the cashier — the empty-state copy, the second-deposit nudge, the cap on retry attempts before a player gives up — because that's where the lift actually lives.

At Fluid she is responsible for the product roadmap, the operator-facing configuration layer, and the AI tuning that personalises the cashier per user. She writes about player conversion, deposit-funnel UX, payment-method orchestration from the player's point of view, and what AI can and can't do inside a regulated cashier.