Wagestream Welcomes Prelini Udayan-Chiechi as New CMO Amid Rising Demand for Financial Wellbeing Services
Wagestream, a prominent player in the financial wellbeing sector, has officially announced the appointment of Prelini Udayan-Chiechi as its new Chief Marketing Officer (CMO). Udayan-Chiechi, who brings over 25 years of extensive marketing experience, will report directly to CEO and Co-Founder, Peter Briffett.
With an impressive background in technology and high-growth marketing, Udayan-Chiechi has successfully driven growth strategies for several distinguished companies such as Zendesk, Bazaarvoice, Lithium Technologies, Adobe, and IBM. Her involvement as a Strategic Advisor to Northzone, a leading European venture fund, also highlights her strong credentials and commitment to innovative financial solutions.
This pivotal appointment comes at a crucial time when Wagestream is experiencing a burgeoning demand for its services, particularly in the U.S. market. Having already established its headquarters in Washington, D.C., the company plans to enhance its footprint in New York City, including a new office in Soho, along with increased investment for its go-to-market teams.
Wagestream's growth has been nothing short of remarkable, showcasing over 250% increase in the U.S. last year. The company expects to support more than one million American members by the close of 2025, with notable businesses such as Crate & Barrel, Floor & Decor, New Balance, and Burger King already partnering with the platform to offer financial benefits to their employees.
Peter Briffett commented on Udayan-Chiechi’s onboarding by stating, “Prelini has a proven track record of growth and impact at leading high tech organizations. We are on a journey of bringing fair financial services to all employees, and with Prelini's experience, coupled with her dynamism, personality and strong leadership, we have no doubt of the value we will continue to drive for our clients and members.”
Elaborating on her new role, Udayan-Chiechi expressed her enthusiasm, noting, "Wagestream's mission is to deliver better financial wellbeing to employees who are often underserved by traditional finance. With an unparalleled suite of products, ranging from flexible pay and savings to loans and pensions, Wagestream can effectively deliver on its mission and social charter, bringing financial security and stability to the lives of billions of people around the world. I couldn't be more excited to join and lead the team at this pivotal phase of its journey."
Wagestream continues to make significant strides in the sector, processing more than 10 million transactions monthly and managing over $3 billion in payments through its platform. The company was recently recognized in The Times Tech100 list for 2025, which further solidifies its reputation within the industry.
Currently, Wagestream has enrolled three million members across 1,200 employers worldwide, including locations in the U.K., Europe, and the U.S., making it the most widely-used financial wellbeing provider globally. The platform reportedly garners over 12 million visits each month, enabling members to manage their earnings, learning opportunities, savings, and borrowing needs—all within one mobile application.
As a B corporation, Wagestream is committed to leveraging its social charter to provide equitable financial services, underpinning its dedication to societal welfare and employee financial security. The company benefits from backing by influential investors, including Northzone, QED, Balderton, Smash Capital, BlackRock, and the British Business Bank, further establishing its position in the financial wellbeing landscape.
With an impressive background in technology and high-growth marketing, Udayan-Chiechi has successfully driven growth strategies for several distinguished companies such as Zendesk, Bazaarvoice, Lithium Technologies, Adobe, and IBM. Her involvement as a Strategic Advisor to Northzone, a leading European venture fund, also highlights her strong credentials and commitment to innovative financial solutions.
This pivotal appointment comes at a crucial time when Wagestream is experiencing a burgeoning demand for its services, particularly in the U.S. market. Having already established its headquarters in Washington, D.C., the company plans to enhance its footprint in New York City, including a new office in Soho, along with increased investment for its go-to-market teams.
Wagestream's growth has been nothing short of remarkable, showcasing over 250% increase in the U.S. last year. The company expects to support more than one million American members by the close of 2025, with notable businesses such as Crate & Barrel, Floor & Decor, New Balance, and Burger King already partnering with the platform to offer financial benefits to their employees.
Peter Briffett commented on Udayan-Chiechi’s onboarding by stating, “Prelini has a proven track record of growth and impact at leading high tech organizations. We are on a journey of bringing fair financial services to all employees, and with Prelini's experience, coupled with her dynamism, personality and strong leadership, we have no doubt of the value we will continue to drive for our clients and members.”
Elaborating on her new role, Udayan-Chiechi expressed her enthusiasm, noting, "Wagestream's mission is to deliver better financial wellbeing to employees who are often underserved by traditional finance. With an unparalleled suite of products, ranging from flexible pay and savings to loans and pensions, Wagestream can effectively deliver on its mission and social charter, bringing financial security and stability to the lives of billions of people around the world. I couldn't be more excited to join and lead the team at this pivotal phase of its journey."
Wagestream continues to make significant strides in the sector, processing more than 10 million transactions monthly and managing over $3 billion in payments through its platform. The company was recently recognized in The Times Tech100 list for 2025, which further solidifies its reputation within the industry.
Currently, Wagestream has enrolled three million members across 1,200 employers worldwide, including locations in the U.K., Europe, and the U.S., making it the most widely-used financial wellbeing provider globally. The platform reportedly garners over 12 million visits each month, enabling members to manage their earnings, learning opportunities, savings, and borrowing needs—all within one mobile application.
As a B corporation, Wagestream is committed to leveraging its social charter to provide equitable financial services, underpinning its dedication to societal welfare and employee financial security. The company benefits from backing by influential investors, including Northzone, QED, Balderton, Smash Capital, BlackRock, and the British Business Bank, further establishing its position in the financial wellbeing landscape.
Topics Financial Services & Investing）
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