Our Story

Headquartered in Budapest, W.UP was established in 2014 by a group of fintech specialists, each with more than 15 years of experience in financial services and digitalisation from all over the globe.


    Our vision was to help banks embrace the digital revolution and cater to customers’ exact needs whenever and wherever they arise. Over the past few years, we’ve brought together some 150 experts from all walks of banking, data science and software development.


    2021 saw us team up with BSC to create a digital banking powerhouse, Finshape, marking a new chapter in our growth story. Finshape blends BSC’s digital banking platform and our deep personalisation solutions into a driver of digital success for banks in Europe and the APAC and MENA regions. All this with backing from PortfoLion, CEE’s leading venture capital firm.

We believe that the path forward for financial institutions is shifting to hyper-personalised, data-driven experiences. And that it will lead to better outcomes both for them and their customers. Our joint mission is now to become banks’ trusted guides as they embark on this journey and their biggest champions as they turn digital strategies into action – and ultimately, results.

Management and team

  • József Nyíri


  • Tamás Braun

    Sales Director

  • Gellért Vinnai

    Head of Product

  • Balázs Zotter

    Chief Technology Officer

  • Bálint Molnár

    Chief Financial Officer

  • Eszter Kolozsvári

    Chief Sales Officer

  • Fabian Szijarto

    Director, Global key accounts

  • Áron Vitályos

    Hungarian Sales & Account Director

  • Gábor Kelemen

    Head of Product Development

  • Milán Porcs

    Head of International Support

  • Zoltán László

    Head of Marketing

  • Péter Bódi

    Head of Support

  • Ferenc Száraz

    Head of Consultancy

  • Balázs Szabó

    Head of PMO

  • Ildikó Szabó

    Sr. Key Account Manager

  • Alexandra Maróti

    Key Account Manager

  • Zsófia Pokorni

    Head of Human Resources

Finovate Europe 2020

We’ve done it again! We’ve been voted Best of Show winners for third time in a row at FinovateEurope 2020 in Berlin, one the biggest European fintech events of the year. We showcased the newest version of our banking personalisation platform, with exciting real-world applications in a lineup of over 60 demoers from all corners of the fintech world. 


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