About Us
Rich Longo
Rich is the Managing Partner of Transform FinTech LLC, a boutique advisory firm specializing in go-to-market strategy, pricing optimization, M&A due diligence, and growth acceleration for financial technology vendors, banks, and credit unions.
With more than two decades of experience at the intersection of financial services and technology, Rich has held leadership roles in both established fintech providers and high-growth startups. He contributed to the growth and successful exits of Robinhood, NXTsoft, and Trinovus, and has also held senior positions with global leaders such as Temenos Americas, Infosys, FIS, and Mambu, where he drove initiatives in core banking, digital banking, payments, open banking, and embedded finance.
Rich also brings extensive M&A and private equity experience, having provided due diligence and value-creation advisory services for firms including Flexpoint Ford, Veritas Capital, Nordic Capital, and Hg Capital. His work has supported transformative acquisitions and growth strategies for assets now under their ownership, such as Zafin, Candescent, Baker Hill, NContracts, and Venminder.
In addition, Rich has served on multiple boards, including FinTechOS and Array, where he continues to shape strategy, growth, and innovation in the fintech ecosystem.
He is widely recognized for his ability to bridge the gap between financial institutions, technology vendors, and investors. His expertise spans contract negotiations, SaaS valuation drivers, vendor evaluations, strategic planning, and competitive positioning.
At Transform FinTech, Rich partners closely with financial institutions, technology providers, and private equity investors, delivering board-level strategic guidance and hands-on execution to accelerate growth, maximize valuation, and reduce risk in high-stakes decisions.
Rich is known as a thought leader in the industry through both published articles and television interviews with FinTech Finance and Bloomberg.
- Strategic Planning (Organic and Inorganic)
- Market Positioning
- Product Positioning
- Competitive Analysis
- Partnership Strategy & Execution
- Indirect Distribution Planning
- Preparing & Executing a Funding Round
- Private Equity Advisory Services
- Building Investment Thesis
- Running Due Diligence
Mark Jaundoo
Mark is a Partner for Digital and Strategic Advisory Services at Transform FinTech.
Mark most recently was the Chief Digital Officer at a Super Regional Bank in the Southeast. With over 20 years in corp strategy, digital bank build and transformation, he has been driving growth with firms such as City National Bank, IberiaBank, Sabadell and has consulted for top institutions like UMB Bank and PenFed. leadership. He has deep, practical experience across core banking, digital banking platforms, payments, and origination systems, and regularly runs vendor evaluations, RFPs, and technical/commercial due diligence for acquirers and strategic partners.
At Transform FinTech Mark co-designs deliverables tailored for executive and investor audiences — investor-grade diligence decks, value-creation roadmaps, go-to-market playbooks, and pricing/packaging models. He combines rigorous market analysis with hands-on operational expertise (vendor selection, implementation oversight, partner ecosystem design) to reduce execution risk and accelerate time-to-value for both buyers and sellers.
- Strategic Planning (Organic and Inorganic)
- Market Positioning
- Product Positioning
- Competitive Analysis
- Partnership Strategy & Execution
- Indirect Distribution Planning
- Preparing & Executing a Funding Round
- Private Equity Advisory Services
- Building Investment Thesis
- Running Due Diligence
Herber De Ruijter
Herber is the lead advisor for Product and Technology Strategy and Due Diligence at Transform FinTech
He is an experienced fintech and enterprise-SaaS leader who has as a business operator, built and scaled digital banking, product pricing, CRM and analytics platforms and teams. He has driven product strategy, business development, and digital transformation programs across corporate and retail banking—holding senior product and digital leadership roles at firms such as Backbase, Zafin, Technisys (Galileo Technologies) and iGTB.
Known for a design-centric, outcome-focused approach, Herber brings more than two decades of experience in product strategy, go-to-market, and customer-facing fintech solutions. He publishes on product strategy and software engineering topics (Medium) and frequently participates in industry events and demos (Finovate, conference panels).
- Strategic Planning
- Market Positioning
- Product Strategy
- Competitive Analysis
- Architecture and Product Due Diligence
- Product and Platform Blueprinting
- Go to Market Review and Planning
- Developing Product and Technical demo playbook
- Building Investment Thesis
- Running Due Diligence
Fiaz Sindhu
Fiaz is the lead advisor in Fintech Transformation, Innovation, GTM and Vendor Evaluations at Transform FinTech.
He is a fintech trailblazer with over two decades of leadership, driving innovation across banking, payments, and embedded finance. At FIS, he led the Community Banking & CU segment, overseeing one of the company’s largest P&Ls and fueling growth through strategic product launches. Fiaz has a knack for blending traditional finance with cutting-edge tech, having spearheaded FIS’s patented digital core, digital asset custody with NYDIG, and tokenization with Avalanche.
His work in Banking-as-a-Service (BaaS) and embedded finance has empowered companies to seamlessly integrate financial services into diverse platforms. Before FIS, Fiaz managed high-stakes projects at Accenture for clients like American Express, Bank of America, among others - and played a key role in launching the FXall platform (now Refinitiv). He also holds a patent for rapid deployment of enterprise systems in cloud environments, showcasing his ability to innovate at scale. A thought leader, Fiaz has shared insights with outlets such as American Banker and Finextra, earning recognition across the industry. Based in Jacksonville, Fiaz currently advises fintech companies and brings deep expertise to PE/VC firms and fintech CEOs, excelling in due diligence, go-to-market strategies, and scaling investments. He bridges legacy systems and emerging tech, making him a trusted partner for growth and transformation.