Behalf Taps Former Kabbage Executive as New CEO

Small business financing and payments company Behalf has a new man at the top. The company announced that Rob Rosenblatt, who has been serving as Behalf president for the past six months, will now take over the role of Chief Executive Officer of the eight-year old firm.

“Consumers have enjoyed a broad range of financing solutions offered by retailers and e-tailers for many years,” Rosenblatt said in a statement. “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 solutions.”

Rosenblatt will replace company co-founder Benji Feinberg, who had served as the company’s CEO since its founding in 2012. Rosenblatt’s appointment will mean that Behalf’s customer-facing functions will be based in New York City, with the firm’s R&D capabilities continuing to be housed in Behalf’s offices in Ra’anana, Israel.

Before coming to Behalf in February of this year, Rosenblatt was Head of Lending and GM of Lending Operations for Kabbage. He was also previously Chief Customer and Chief Marketing Officer for Flywire. Rosenblatt is currently on the board of directors of prepaid card provider PEX Card.

Behalf helps small businesses manage cash flow and expenses by enabling them to quickly and affordably finance almost any business purchase. The company uses its own proprietary credit scoring methodology to guide its purchase financing, and pays vendors directly on behalf (hence the name) of small businesses while collecting repayments on behalf of the vendor. With Behalf, B2B sellers are able to get paid upfront, without needing to worry about credit risk, as well as enjoy larger average order sizes. Buyers benefit from ready access to financing, including avoidance of the financing fee if repayment is made during the grace period.

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

Behalf has raised $310 million in funding from investors including Viola Growth, Spark Capital, MissionOG, Visa, and Sequoia Capital Israel.

Photo by Ian Panelo from Pexels