Meet Thomas Maisey, CMO at Cachet

Can you share a bit about your journey before joining Cachet? 

For the past 10 years, I’ve been generating demand for solutions that make life easier, fairer, and better. I’ve led marketing and communications across a range of sectors and stages.

It hasn’t been a typical path! I helped scale a UK FinTech to 800,000 users and an eight-figure exit. I multiplied revenue 3x for a CivicTech platform active in 11 European countries. I also helped shape global media strategy for CHANEL, working on campaigns across international markets.

What has shaped your approach to marketing?

Good question! Honestly, I’d say the journey itself. Every case added something. Different markets, different messages, different growth-stage challenges. I’ve had to lead with brand, with performance, with partnerships—whatever the context called for.

Steve Jobs said creativity is just connecting things. That most people offer linear solutions because they draw from a narrow set of experiences. I’ve made a point of collecting more dots.

Now I bring those dots into every challenge. They help me see angles others miss and build strategies that fit the moment. That’s what start-ups like Cachet need to scale smart and punch above our weight.

What drew you to Cachet?

It was the clarity of the problem. Insurance hasn’t caught up with how people earn and move today. That’s true whether you’re a gig worker juggling platforms or a scooter company managing rider risk across borders.

Cachet is tackling that with a clear, scalable model. I saw a chance to build in a meaningful space, where the need is growing and the competition isn’t solving it well. That mix of mission and opportunity is what pulled me in.

How do you see Cachet’s role in shaping the future of this space?

We’re building infrastructure for trust in platform-based economies.  Adaptive coverage, predictive risk insight, and bring insurers into the sector with confidence.
That’s how I see our role: the bridge between two worlds. We help platforms scale more safely and sustainably through insurance enablement.

What are some of the biggest challenges in marketing a company like Cachet?

We’re in a space people don’t think much about—until it’s too late.  So the challenge is helping platforms see risk early, and showing how our approach helps them prevent problems before they happen.

It’s also a complex category. We’re not just InsurTech. We sit at the intersection of insurance, mobility, and platform work. That means our messaging has to work across different audiences, business models, and levels of understanding.

And then there’s trust. A lot of platforms have been burned by generic products or overpromising startups! So our marketing has to convey depth and establish relevance. Proving we understand the platform space and the risks they face. Inspiring a sense that we’re building for their success over the long term.

What’s one thing about working at Cachet that has surprised you so far?

The dogs! I’ve never worked in an office where I’m greeted by a different dog almost every day. A lot of the team are dog owners, and being able to bring them in really lifts the atmosphere.

Beyond that, it’s exactly the kind of place I was hoping for. It’s energetic, cross-functional, and genuinely collaborative.

What’s one thing you’re proud to have achieved in your first year?

More than one, to be honest. It’s been a big year!

We expanded into new markets, including Germany and Belgium, either launching or marketing new verticals. We secured major partnerships, including Taskrabbit and Bolt Rewards. Both bring Cachet-enabled benefits to platform workers where it matters—right inside the services they already use.

And our work has been recognised too. Cachet made the Europas Top 100, placed second in the FinTech of the Year category at the Estonian Startup Awards, and was just named one of the 50 awardees in the European Startup Prize for Mobility.

All of it validates the mission that brought me here. It shows we’re delivering on the shift to sustainable mobility and flexible work.  And that we’re making life easier, safer, and fairer for platforms—and for the people behind them.

If you could describe the future of Cachet in three words, what would they be?

Three words to describe Cachet’s future? Trusted. Transformative. Essential.