Roberto Rubio

Roberto Rubio is the Founder and CEO of Fluid, the AI-powered cashier for licensed iGaming and e-commerce operators. He leads strategy, fundraising, and the long-term product vision — and is convinced the next generation of payment experiences will be defined by machine learning and native design as much as by orchestration.

His career spans more than two decades across technology, banking, early-stage startups, and iGaming, and rests on a dual training in law and business. Early roles included engineering and product work at Schibsted — one of Europe's largest digital media groups — and Barclays, where he saw firsthand how rigid bank infrastructure shapes the user-facing payment experience. He is also co-founder of Frank & Partners, a Marbella-based boutique law firm advising founders on legal, tax and corporate matters.

That combination — bank infrastructure, iGaming product experience, and structuring companies as a lawyer — 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 and 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.