Roberto Rubio 🇳🇴 🇪🇸

Roberto Rubio is the Founder and CEO of Fluid, where he leads strategy, fundraising, and the long-term vision for the cashier UX layer that licensed iGaming operators run on top of their existing PSP stack.

His career spans more than two decades across consumer technology, retail banking, early-stage startups, and iGaming. Earlier roles included engineering and product work at Schibsted — one of Europe's largest digital media groups — followed by Barclays, where he saw firsthand how rigid bank infrastructure shapes the user-facing payment experience. The years at GIG, the iGaming platform group, exposed him to the cashier from the operator side: every PSP integration, every decline, every fall-off in the deposit funnel.

That combination is what Fluid is built on. Roberto's thesis is that the cashier sits at the most expensive point in the funnel — right after acquisition, right before deposit — and that operators have historically rented it from a third-party orchestrator instead of treating it as their own product. Fluid flips that: the orchestration stays where the operator already runs it, and the player-facing cashier becomes a brand-native, AI-tuned, component-based layer the operator owns.

He writes about iGaming payment strategy, payment orchestration vs. cashier UX, founder lessons from running an operator-funded B2B SaaS, and the regulatory and commercial mechanics of the licensed casino and sportsbook market.