We set out to improve the loyalty and rewards experience for consumers.
Dfinitiv was founded with a simple but ambitious goal: to create a consumer-first experience that made discovering and engaging with offers and rewards effortless - across a wide range of loyalty programs.
Our breakthrough came when we realized enterprises were struggling with the same challenges we had already solved:
fragmented, outdated, experiences
inconsistent partner integrations
too much friction for customers
We recognized a symmetrical opportunity and pivoted to a B2B model - transforming SmartCXP™ into a white-label, mobile-native commerce experience platform for enterprises.
Today, SmartCXP™ can power branded, high-engagement customer experiences for large enterprises by integrating seamlessly with affiliate networks, content platforms, and ad servers - supporting scalable, personalized engagement across the entire shopping journey.
Meet our Board
Our Board of Directors comprises world-class leaders, each bringing unparalleled innovation, strategic vision, and deep market insight to Dfinitiv. At the helm is our Co-Founder and CEO, Joe Fitzgerald, a technology innovator renowned for building enterprise solutions and solving the industry’s toughest challenges.
He is joined by Tim Wentworth, CEO of Walgreens Boots Alliance who contributes strategic leadership and operational expertise honed by decades at the helm of major public companies.
Rounding out the board’s strength is Irwin Gross of Mountain Wood Capital, formerly of Sequoia Heritage and Wilson Sonsini, who offers deep insights into market trends and intellectual property strategy, along with a proven ability to unlock value through investment and strong governance.
Together, this powerhouse trio provides us with an unparalleled depth of expertise and a clear strategic vision — equipping us to revolutionize loyalty ecosystems and drive massive new revenue streams from commerce media.
Dfinitiv is a world-class team of innovators, engineers, and business builders with a proven track record of scaling startups, driving enterprise transformation, and shaping the future of customer engagement. With decades of combined experience leading technology ventures, launching category-defining platforms, and building elite teams, our leadership blends strategic vision with deep technical expertise to deliver lasting impact for our partners and clients.
The Leadership Team Powering Dfinitiv
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Joe Fitzgerald
CHIEF EXECUTIVE OFFICER
A seasoned entrepreneur and executive, Joe has led three startups to successful exits and holds over 20 patents. He’s held senior roles at Red Hat and HP, with a proven track record of scaling businesses and driving innovation across the enterprise tech landscape.
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Oleg Barenboim
CHIEF TECHNOLOGY OFFICER
Oleg is a visionary engineering leader and inventor with 33+ patents, best known as co-founder of ManageIQ (acquired by Red Hat). His experience at IBM, HP, and Red Hat reflects deep expertise in building scalable platforms and leading high-impact engineering teams.
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Bronagh Sorota
VICE PRESIDENT OF ENGINEERING
Bronagh is an experienced engineering executive and startup founder, known for scaling enterprise solutions and automation platforms. She’s held senior roles at Morgan Stanley, Red Hat’s Ansible, and VAlign Software, with deep technical and leadership acumen.
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George Villano
VICE PRESIDENT OF BUSINESS DEVELOPMENT
George is a business development leader with a strong track record in executive recruiting, sales strategy, and team building. As a Partner at Carter Mackay, he’s helped scale high-performing go-to-market teams and drive growth across startups and enterprises.
If you have a passion for creating awesome experiences, leveraging the latest technology across AI, cloud, mobile and web join us.
Join us as we revolutionize personal finance, one user at a time. Together, we can reshape the way people think about money, inspire better financial decisions, and enable dreams to flourish.