COMPANY INFO
Finally is a financial services company founded in 2018 by Felix Rodriguez, Glennys Rodriguez, and Edwin Mejia. It has approximately 220 to 233 employees and is headquartered in Miami, Florida. The company offers an AI-powered finance automation platform designed to help small and mid-sized businesses manage bookkeeping, accounting, and financial processes more efficiently. Their mission is to remove the stress of bookkeeping by automating the entire process, making it easier and more efficient for business owners. The official website is https://finally.com.
Finally is a Miami-based financial services company providing an AI-powered finance automation platform tailored to small and mid-sized businesses. Founded in 2018, Finally’s mission is to streamline bookkeeping, accounting, and financial operations so business owners can focus on growth.
The Finally leadership team brings together deep expertise in finance automation, enterprise SaaS, operational efficiency, and product innovation. The company’s founders and executives combine backgrounds ranging from AI and engineering to enterprise sales, financial management, and legal strategy. Their cohesive management team structure has proven critical in scaling the company, driving robust revenue growth, and forging strategic partnerships within the financial software ecosystem.
Felix Rodriguez, as Founder & CEO of Finally, drives the company’s strategic vision and technological roadmap, orchestrating the expansion of Finally’s AI-powered finance platform and overseeing key growth initiatives in bookkeeping, payroll, bill pay, and tax. Under his leadership, Finally achieved product-market fit, successfully closed a $200M funding round in 2024, and established major software integrations that have fueled rapid adoption among SMBs.
Felix co-founded Finally after experiencing firsthand the challenges of small business bookkeeping. His entrepreneurial journey includes launching and exiting multiple technology startups, and his participation in the 500 Startups accelerator provided valuable insights into scaling SaaS enterprises. Felix’s expertise in AI SaaS development and financial operations, combined with his leadership experience, make him central to Finally's current and future success.
Glennys Rodriguez, Co-founder & COO, manages Finally’s day-to-day operations, overseeing client onboarding, service delivery, and continuous process optimization. Through her leadership, the company reduced onboarding times by 50% and implemented operational frameworks that scale alongside rapid growth.
With a BBA in Finance from Florida International University, Glennys previously led operations at Cloverhill Enterprises and Yes Local, managing sizable teams and owning P&L outcomes. Her skill set spans operational efficiency, AI-driven workflow optimization, and strong SMB client management, each key to Finally’s ongoing market momentum.
Edwin Mejia, as Co-founder & Head of Business Development, leads Finally’s go-to-market strategies, strategic sales direction, and partner ecosystem development. Edwin has driven a 300% year-over-year revenue increase by bringing in enterprise clients and forging integrations with industry-leading financial software, directly influencing Finally's expansion into new markets.
Edwin holds a BS in Marketing from the University of Miami. His prior experience includes leading sales teams at Turn 2 Interactive and Bet-David Consulting, where he excelled in growing client portfolios. His expertise in SaaS sales, partnerships, and business development underpins Finally's market growth.
Chris Toomey, as CTO, oversees technology strategy, product architecture, and engineering operations. Chris led the design and launch of Finally’s AI-driven accounting engine and cloud infrastructure, achieving near-perfect uptime while supporting a rapidly increasing client base.
Chris joined Finally in 2019 with over a decade of engineering leadership experience from fintech startup ClearLedger and Google, where he worked on cloud services. Holding an MS in Computer Science from Stanford University, Chris specializes in AI/ML deployment, scalable architectures, and DevOps.
Natalie Carter, as CFO, shapes Finally’s financial strategy, manages capital allocation, and oversees fiscal compliance. She has played a key role in securing $200M in funding and has implemented cash flow optimization strategies vital to Finally’s global expansion efforts.
Before joining Finally in 2022, Natalie was VP of Finance at AcctiMax, guiding a $100M Series C raise. Her earlier Big Four experience at Deloitte and CPA licensure inform her strengths in fundraising, financial reporting, and corporate finance. She holds an MBA from Wharton and a BS in Accounting from the University of Florida.
Jordan Lee drives all aspects of Finally’s marketing, including global strategy, brand positioning, and demand generation. Jordan’s initiatives have boosted lead generation by 400% and monthly recurring revenue by 150% over two years, establishing Finally as a leading brand in finance automation.
Previously Head of Growth at Intuit’s QuickBooks, she led digital campaigns acquiring over 1M trial users. Jordan holds an MA in Marketing from Northwestern (Kellogg) and a BA in Communications from Loyola University Chicago. Her expertise lies in SaaS growth, digital advertising, and brand strategy.
Sanjay Patel, as Chief Product Officer, defines the product vision and roadmap, launching features such as real-time reconciliation and tax automation, resulting in a 25% increase in customer retention.
Sanjay joined Finally following key product leadership roles at Ramp and Square. His educational background includes a BS in Industrial Engineering from Georgia Tech and an MS in Product Design from MIT, supported by a track record in fintech product strategy, user experience, and agile product management.
Megan Cho leads Finally’s talent strategy, culture-building, and organizational development. She scaled the company from 50 to over 225 team members while maintaining a 90% retention rate and advancing diversity and inclusion.
Previously VP of People at Brex, Megan oversaw HR through rapid growth. She holds an MBA from Harvard Business School and a BA in Psychology from UC Berkeley, bringing deep expertise in HR operations, talent strategy, and leadership development.
Alex Martinez oversees all revenue-generating functions, leading sales and customer success efforts. Alex’s tiered sales model and enterprise focus contributed to a 250% increase in annual recurring revenue, cementing Finally’s market leadership in financial SaaS.
He joined Finally in 2022 from HubSpot, where he was GM of the Financial Services vertical. Alex holds an MBA from Columbia Business School and a BS in Economics from UCLA. His experiences center on SaaS revenue operations and international business development.
Rita Singh, as General Counsel, manages legal compliance, intellectual property, and regulatory matters, ensuring Finally’s adherence to complex financial industry standards and robust corporate governance.
Before joining Finally in 2023, Rita was Senior Legal Counsel at Reddit and previously worked on VC and tech M&A at Orrick Herrington & Sutcliffe. She earned her JD from Yale Law School and holds a BA in Political Science from University of Michigan, with a focus on privacy law and tech transactions.
The Finally leadership structure brings together visionary founders, specialized functional executives, and a multidisciplinary C-suite with deep domain experience in technology startups, finance, marketing, and operations. This management team’s collaborative and agile approach underpins Finally’s rapid scaling, culture of innovation, and ability to deliver best-in-class AI finance solutions for SMBs. Together, the Finally executives ensure the company remains at the forefront of AI-powered finance automation and industry leadership.
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