Meet your ecommerce accountants

Real humans with real ecommerce financial expertise. The secret sauce to our obsessively-accurate service.

Lio Pinchevski

DTC brand owner, CPA, Ex-PwC Partner

Lio, CEO & founder of Finaloop, spent over 10 years at PwC as a Partner in U.S. and International Tax Services. He holds dual degrees in Accounting (Summa Cum Laude) and Law (Magna Cum Laude) and completed further studies in tax law at the University of Michigan Law School.

Eli Azulai

CPA, MBA, 12+ years in financial analysis

Eli, COO & Co-founder of Finaloop, spent over 12 years in various roles focusing on finance and investment, including several years as a university lecturer in Accounting and Finance. Eli holds a degree in Accounting (Summa Cum Laude) and an MBA from London Business School.

Rayla Rappaport

NYS CPA, MS in Tax, 15+ years in accounting

Rayla, a NYS licensed CPA, spent more than 12 years at PwC, before leaving to join Finaloop in 2020. As a specialist in ecommerce finance, Rayla holds a Masters degree in Taxation from Baruch College and a Bachelor’s degree in Accounting (Summa Cum Laude) from Sy Syms School of Business.

Gil Simchi

NYS CPA, 15+ years in accounting & tax

Gil, a licensed CPA in NYS, joined Finaloop after positions with top firms like Andersen and KPMG, where he gained more than a decade of experience in accounting and tax advisory roles across various industries, including fintech, e-commerce, and international tax.

Zahava Gutenberg

CPA, 8+ years in accounting, specializing in ecommerce

Zahava, a licensed CPA, spent 5+ years in PwC in audit and advisory roles before joining Finaloop where she works exclusively with ecommerce and multichannel brands on reviewing and optimizing their financials, streamlining their processes, and identifying growth opportunities.

Rafi Ganz

Tax Lawyer, 8+ year in tax planning and consulting

Rafi is both a UK chartered accountant (ACA) and chartered tax advisor (CTA). Before joining Finaloop in 2024, Rafi was a director in PwC with a focus on cross-border financing and M&A before becoming global head of tax of a large multinational.

Alon Cohen

CPA and Tax Lawyer, 9+ years in tax and accounting

Alon, VP Product and Automation at Finaloop, is a licensed CPA and lawyer. He spent over 5 years at PwC and a leading law firm, as well as in various academic positions before joining Finaloop in 2021. An expert in accounting & tax, Alon holds dual degrees in Accounting (Summa Cum Laude) and Law (Magna Cum Laude).

Emma Greenfeld

Accountant with 8+ years in Fintech

Emma is a Chartered Accountant (FCA) from the UK, having spent 9 years at PwC and 7 years in the Fintech industry. She holds BSc in Economics from Birmingham University, UK and Maîtrise in Economics, Sorbonne, Paris.

Yuval Josephsberg

MBA and Lawyer, 4+ years in accounting and law

Yuval spent several years working at top law firms specializing in economic and commercial matters. Since joining Finaloop in 2023, Yuval has developed specialized expertise in ecommerce inventory. She received her Bachelor’s degree in Law and Accounting and a Master’s of Business Administration (MBA).

Maor Levy

CPA, 7+ years in accounting

Maor, a licensed CPA and lawyer, spent 4 years at Ernst & Young, where he served as a Manager before joining the accounting team at Finaloop. Maor holds a dual degree in Accounting and Business Management (B.A.) and Law (LL.B.).

Daniel Lidgy

CPA and Lawyer, 6+ years of accounting

Daniel, a licensed CPA and attorney, spent several years at EY and KPMG before joining Finaloop. He holds dual bachelors degrees in both accounting and law.

Meitar Gera

CPA and Lawyer, 6+ years in accounting and tax

Meitar, a lawyer, CPA, and product lead, spent years in legal and accounting firms (yes, also PwC) before leaving in pursuit of high-impact ventures. Meitar led an impact-driven startup before joining Finaloop in 2023. An expert of ecommerce financing, Meitar holds a Bachelor of Arts in Accounting and an LLB degree (Bachelor of Laws).

Shani Matlin

CPA, 6+ years in accounting

Shani, a licensed CPA and Adv, brings a diverse background with 5 years at EY and experience in a leading law firm. With a deep focus on ecommerce finance, Shani has developed specialized expertise in payment processors and optimizing financial operations, helping businesses navigate complex challenges in the digital marketplace.

Itay Mor

CPA, 6+ years of accounting

A licensed CPA, Itay spent several years at EY, where he served as a Manager before joining Finaloop. He holds a Bachelor’s degree in Accounting and Economics.

Shira Wachtel

CPA, 4+ years in accounting and tech

Shira is a licensed CPA with 4 years of accounting experience from Deloitte and KPMG. She worked with some of Deloitte Canada’s largest audit clients before specializing in Financial Due Diligence within KPMG’s Deal Advisory practice. She holds a Bachelor of Commerce from McGill University.

Finance built for where you are now. Ready for where you're going.

Talk to an Expert Get Started

.webp)