Behalf appoints FinTech veteran Rob Rosenblatt as CEO

By Pavithra R

Behalf, an alternative financing provider on a mission to increase sales and improve cash flow for both merchants and their business customers, has announced the joining of Rob Rosenblatt as CEO. Mr. Rosenblatt, former Kabbage and Flywire executive, has served as Behalf’s President for the past 6 months.

Rosenblatt will lead the company in expanding its offerings for e-commerce and omnichannel retailers and suppliers. With Rosenblatt taking over as CEO, customer-facing functions will be housed in New York City, while analytical and R&D capabilities will remain in the Company’s Ra’anana, Israel offices.

Rosenblatt, previously the Head of Lending & General Manager of Lending Operations for alternative lender Kabbage, spearheaded unprecedented growth for the company, roughly double that of major competitors. Rosenblatt is also a member of the Board of Directors of PEX Card, a provider of prepaid cards for employees of small-mid size companies. He holds Master of Business Administration (MBA) from Harvard Business School and a bachelor’s degree from the University of Albany. 

“Consumers have enjoyed a broad range of financing solutions offered by retailers and e-tailers for many years. Now is the time for every major business seller to make net terms and extended financing solutions available to their customers in order to facilitate commerce. Behalf is ideally suited to help accelerate the adoption of these solution,” said Rosenblatt.

Founded in 2012, by entrepreneurs Benjy and Shai Feinberg, Behalf is on a mission to empower commerce for businesses large and small with on-demand cash flow solutions. The FinTech offers affordable “terms-as-a-service” and financing for businesses enabling them to take control of their cash flow. Behalf was founded on the belief that affordable access to capital is essential to growing any business, large or small. With Behalf, B2B sellers outsource their net terms and extended financing programs and receive payment upfront, without the need to assume credit risk. Buyers benefit from access to net terms and financing, providing them with added purchasing power. The firm is backed by Spark Capital, Sequoia Capital, Visa, MissionOG, Viola Growth, Vintage Investment Partners, Maverick Ventures, and Victory Park Capital.

“There is real demand for Behalf’s financing solutions in B2B commerce. Now is the ideal time for Rob and the entire Behalf team to seize the opportunity and focus on growing the company,” said Michael Heller, Behalf’s Executive Chairman, and an Operating Partner at Oak FT/HC and MissionOG.