Meet Cake: this is Jelle

By Jelle Van Medegael

We’re a fully remote team of about 25 people spread across 3 countries, all working together to build Cake and improve the financial well-being of every consumer. Meet the people behind Cake in this blog series. Today, it’s up to Jelle.

Name: Jelle Van Medegael
Role: User Engagement
Making Cake since: July 2021
Location: Leuven, Belgium

Tell us about your workspace picture

Welcome to the idyllic town of Bertem, the village of my parents’ house! I have to tell you right away that you won’t find me here very often anymore, because in September 2020 I moved to the “big” city of Leuven. I now live there with 2 friends, who fortunately don’t work from home since we only have 1 desk. 

As you can see in the picture, my desk has an elevated status in my workplace. It is a sit-stand desk! Since we all work from home at Cake, we don’t have those spontaneous walks like others do in an office. I find it important to get enough exercise on a daily basis, so setting the desk high keeps me active. Standing up helps me stay more focused, too. 


The observant viewer will also have noticed the e-reader on my desk. For me, books are never far away. I try to take some time to read every day, although some books are easier to pick up than others. In my collection, you’ll find mainly fantasy and detectives in the fiction section, and books about psychology, science, and marketing for non-fiction. The Kingkiller Chronicle and Influence are my respective favorites!

What do you do at Cake?

At Cake, I am responsible for User Engagement. That’s a fancy way of saying that I make sure people keep using our app and use it more. 

We already have tens of thousands of users, so we are constantly analyzing how our users use the app and what new features they would like to see. I work with that data to make sure they get the right messages and notifications at the right time, and that everyone knows how to use our new features to even better manage their finances. So I work a lot with Sophie, our Head of Marketing, but also with Product Designers like Henry and Emilie

In Belgium, it is also a legal requirement to renew the link between your bank account and our app every 90 days. I make sure that our users are informed of this in time so that nobody forgets to renew the link and they can continue to use Cake. 

In addition to that, I also take care of the listing of our app in the App Store and on Google Play. As with the posts, we are constantly testing what works well, to make sure we can reach as many people as possible and keep them well informed. 


So if you already use Cake and you get a notification or an email from us, chances are I contributed to it. Be sure to let me know at jelle@cake.app if you have anything to say about them! 🙏

Why Cake and not another company?

After working for a few years at some SMEs, I entered the start-up world last year. I liked working at larger companies, but I found it to take more effort and a longer time to get anything substantial done there. Start-ups are by nature more flexible and used to switching quickly, and I love working in such a fast-paced environment. Especially with a team like Cake’s, where everyone is fully committed to making Cake the best financial app in the Western Hemisphere. 

And then, of course, what Cake does. I used the Cake app before I started working for Cake (although I wasn’t as much of a fanboy as some others on this blog). So I already had a good idea of the app’s huge potential. Personally, I’m pretty involved with my finances, but the existing banking apps don’t really allow me to do much with that data yet. Cake wants to change that, and being able to help with that is great.

What is your first impression after your first weeks at Cake?

After completing the traditional “Tour de Cake” and getting to know the team, it quickly became apparent that everyone at Cake is driven to make it a success. Even though we are physically separated, you feel that this shared motivation makes for a very close atmosphere. 

Everyone is also really open about what they do at Cake. And they are doing quite a lot, by the way; I remember being amazed during the first week at what we were all working on. The product especially has a lot of people working on it, which is promising for the future. 🤩

Now that I’ve spoken to almost everyone at least once (2 managed to escape from me by going on vacation) I already feel completely part of the team and I can’t wait to meet everyone in real life!

What’s your favorite cake?

I’m a sucker for chocolate, so anything chocolate-related has a good chance with me (except a chocolate pizza, that’s almost as out of place as a pizza with pineapple). I do have a special place for the ultimate chocolate dessert, the moelleux, but I’d never say no to brownies or a marble cake either.

Any topping on the Cake?

In addition to standing up straight and reading, I am also a big supporter of perpetual learning. Being curious and keeping your mind open to new ideas is a huge strength, especially in a world and an industry that is constantly changing. That has in no small part led to what I do today. 

As such, I’m a perpetual student and I often occupy myself with extra courses in my spare time. This summer, I got my Bachelor’s degree in Marketing after 4 years of evening classes. Now I have started the Digital Psychology and Conversion Optimization courses at the online university CXL, which specializes in digital marketing. 

And I would also like to learn to play drums and take a cooking course, so like Cake, I will be busy for a while. 🍰


Our CEO Davy loves quotes, so in the words of Mahatma Gandhi: “Live as if you were to die tomorrow, learn as if you were to live forever”.

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