How Lorum uses Pitch to scale credibility

Lorum provides global clearing and treasury operations for financial institutions that move and manage money globally. Their buyers are technically sophisticated, compliance-driven… and very good at spotting generic outreach. Since that’s the bar every sales deck has to clear, Lorum needs a presentation system where any rep can produce a bespoke, on-brand deck in minutes. That system is Pitch.

For Jelle van Schaick, Marketing & Growth at Lorum, the challenge is delivering credibility consistently, at pace, and across a growing sales team: “We’re selling trust before we’re selling anything else,” he says. “And a presentation is often the first structured opportunity for us to demonstrate that we understand how our clients operate.”

Here’s how they use Pitch to gain trust at scale.

In high-stakes industries, your deck is a trust test

Lorum runs a largely outbound sales motion. When a prospect responds, the next thing they ask for is a deck, and that moment is the first real test.

“Our buyers are sophisticated. Within a few slides, they can tell whether we understand their use case or whether we just put our logo on something generic,” says Jelle.

Passing that test requires precision over volume. A Lorum deck runs 15–20 slides: light on copy, heavy on illustrations, designed to be scanned but specific enough to show real understanding. For each prospect, Lorum maps out the exact money flow for their specific setup. This is the kind of detail that proves competence before a meeting has even taken place.

“For me, a good deck moves the deal forward,” says Jelle. “They aren’t just a sales asset — they’re a credibility signal. And the quality of the deck reflects the quality of the business.” In financial infrastructure, that matters more than ever.

Turning a credibility standard into a repeatable system

The harder problem isn’t knowing what a good deck looks like. It’s delivering that standard across a growing team, multiple markets, and various verticals, without every request funneling back to marketing.

In more open-ended tools, brand consistency becomes a constant battle. “Someone could add a single slide and something would always be slightly off — a layout would break, a font would shift,” says Jelle. Fine at low volume. A liability at scale.

The solution was a master template in Pitch: designer-built, brand-locked, and structured so any rep can find the relevant deck for their use case, tailor it to the prospect, and send something that clears the bar (no designer needed). Variables let them personalize slides, swapping in the prospect’s name, logo, and contextual details either individually or in bulk — updating the deck throughout, automatically.

“The template does a lot of the heavy lifting,” says Jelle. “Now anyone can jump in, adjust a few variables, and have a tailored sales deck ready in minutes.” The team saves 15–20 minutes per prospect, per day. It’s one of the reasons Lorum’s sales cycles can close in as little as 30 days, in an industry where deals frequently extend beyond 12–18 months.

From call transcript to personalized deck in minutes

The template with its built-in variables was only the starting point. Jelle created an automated workflow that removes many manual steps. Now, when an account executive finishes an intro call, an AI note-taking tool processes the transcript. That output feeds into an automation layer that extracts the key variables: prospect name, company, use case, the specific problems they raised, the solutions most relevant to them. Those variables populate a CSV file, which is imported directly into Pitch via its batch create feature. The result is a fully personalized deck, ready to send, with little manual work between the call ending and the deck landing in a prospect’s inbox.

It’s a workflow that would be impossible without a presentation tool built around a proper variable system and batch creation capabilities — and one that will only get more automated as Pitch evolves and Lorum’s tools become increasingly connected.

A rebrand with a clean slate

In 2025, a rebrand gave Lorum a rare chance to start afresh. For Jelle, “it was a moment to hit pause, start from scratch, and make sure everything we create now is built to a standard we’re proud of.”

Pitch became the environment where that standard lives. With the master template as the foundation, Jelle could give the team a set of assets (sales decks, product use-case decks, internal presentations) and trust that whatever came out the other end would be on brand. No layout drift, no rogue fonts, no one-off slides undermining everything they’d built.

In financial spaces, especially, how you show up on paper signals whether you can be trusted with someone’s money. This project didn’t just refresh Lorum’s brand; it gave the team a system to protect it.

What the switch looks like

For any leader still fighting the brand consistency battle, Jelle’s take is simple: “If more than one person on the team is producing decks, the consistency problem just gets worse over time. But that’s easily solved with Pitch. So make the switch.”

Ultimately, Pitch isn’t a design tool or a nice-to-have for Lorum. It’s the system that makes credibility scalable, ensuring every rep, on every call, in every market, shows up the way the business needs them to.

Want to know more about Pitch? Take a product tour, or feel free to reach out.