Our Leadership Team

Rob Rosenblatt
CEO & Board Member

Rob joined Behalf in 2020. Previously, Rob served as Kabbage’s General Manager of Lending and head of Operations. Prior to that, Rob served as Chief Customer and Marketing Officer at Flywire, a cross-border payments company; head of Customer Loyalty and Innovation for Chase Card Services; and head of E-Commerce for Citi Cards. Rob also served as American Express’ head of Cobranding & Rewards Alliances, where he built the firm’s line of cobranded rewards cards.

Tal Geffen
Chief Operations Officer & GM Israel

Tal joined Behalf in 2017. Tal leads the Product, Engineering and Operations departments, as well as the planning and implementation associated with the scaling-up of the company. In previous roles, Tal co-founded Eco-OS, a company providing business value through data-driven sustainability; served as VP Product and Head of Customer Service at Clicksoftware; and was the Director of Strategic Products at Orsus.

Osher Frimerman
Chief Technical Officer

Osher joined Behalf in 2013. As the CTO, Osher is deeply involved with the development of the product as well as its architecture and the various infrastructures and technologies. Previously, Osher served as a Co-Founder and VP R&D of Yedda, an innovative Q&A web platform acquired by AOL and re-branded as AOL Answers. Before that Osher held a variety of R&D managerial roles over the course of 15 years at Gilat Satellite Networks.

Lud Montejo
Chief Risk Officer

Lud joined Behalf in 2020. Previously, Lud served as head of product and risk at a stealth fintech startup. In prior roles, Lud managed credit for various lending products at American Express and as a consultant for the Dedham Group, advising senior management at top pharmaceutical companies.

Edmund Cheng
Chief Financial Officer

Prior to joining Behalf in 2021, Edmund was the Head of Finance at Wait What, a media company founded by the executives who built and scaled TEDTalk. Prior to that, he led FP&A and finance functions at high-growth, venture-backed companies in fintech and other industries including OnDeck, Dashlane, and LiveIntent. He also spent over 6 years in investment management and in consulting.

Amber DeVolk
Chief Compliance Officer & AML Officer

An experienced builder of Compliance Management Systems (CMS) and Anti-Money Laundering (AML) Programs, Amber joined Behalf in 2017 to assist Behalf in preparing for Bank Partnership. Leveraging her two decades of experience in financial services, she designed and manages Behalf’s Compliance function. Amber’s prior experience runs the gamut from working for a large global bank to helping FinTech start-ups with compliance and legal strategy.

Liran Keren
VP of Engineering

Liran joined Behalf in 2013 as one of its first developers. Today, Liran leads Behalf’s development, quality, dev-ops and tech support teams and has played a critical role in scaling-up the organization’s critical technology platforms. Previously, Liran served as a senior software engineer at Amdocs, a multinational corporation specializing in software for financial services.

Greg Murphy
Head of Business Development & Partnerships

Prior to joining Behalf in 2021, Greg led the strategic partnerships teams at Linear Financial Technologies, which originates SMB loans through enterprise merchants and banks; and Kash, an early Fintech that achieved a successful exit. Prior to that, Greg was a consultant for The Kessler Group, where he developed several industry-leading co-branded credit card and lending programs on behalf of some of the nation’s largest banks and merchants.

Lindsey Harris
VP of Marketing

Prior to joining Behalf in 2021, Lindsey was the Head of Retention in the Direct-to-Consumer (DTC) division of Clorox where she drove revenue growth, CRM strategy and omni-channel adoption for multiple brands. Prior to that, Lindsey led Marketing at DecisionHealth, a B2B company that delivered SaaS products and services to the healthcare industry. Lindsey brings a customer-first philosophy and over two decades of experience across verticals in B2B, B2C and DTC marketing and proven expertise in digital marketing, automation, and customer lifecycle management.