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IRVINE, CA – March 24, 2026 – LendAPI, a pioneer in high-speed embedded finance solutions, is proud to announce the appointment of Bennett Krieger as the company’s first Head of Go-To-Market (GTM). With a career spanning over a decade in sales, marketing, and strategic business operations, Krieger joins the executive leadership team to spearhead LendAPI’s newly formed sales organization and accelerate its global market presence.
A Proven Leader in FinTech Sales
Krieger joins LendAPI following an impactful nine-year tenure at Equifax, one of the "Big Three" credit bureaus. As the Director of FinTech Lending, he was instrumental in scaling their FinTech lending sales division, providing critical data insights and infrastructure to the nation’s most innovative lenders. His deep understanding of credit ecosystems and regulatory environments makes him uniquely qualified to lead LendAPI’s expansion.
"We are thrilled to welcome Bennett to the team. His wealth of industry experience and reputation as a world-class sales executive are exactly what we need as we scale," said Timothy Li, CEO of LendAPI. "Bennett will be the architect of our fast-growing GTM strategy, ensuring our partners have the tools they need to dominate the digital lending space."
Driving the Next Phase of Innovation
LendAPI is entering a high-growth phase, focusing on the rapid deployment of embedded financing, Point of Sale (POS) financing, and Buy Now, Pay Later (BNPL) solutions. The platform provides a state-of-the-art, "plug-and-play" infrastructure that allows banks, credit unions, and retailers to launch sophisticated financial products in record time—often reducing time-to-market from months to weeks.
"I’ve followed LendAPI’s trajectory for some time, and joining the executive team at this juncture is a phenomenal opportunity," said Bennett Krieger, Head of GTM. "The embedded finance sector is ripe for disruption. I believe LendAPI’s platform and its ecosystem of partners will be the primary driving force of innovation in the industry for years to come."
About LendAPI
Founded in early 2024, LendAPI is a leading provider of digital lending and identity verification infrastructure. The company’s mission is to democratize access to financial product creation through its flexible, private-labeled platform.
Diverse Portfolio: LendAPI currently supports over 30 institutional clients across personal loans, credit cards, real estate financing, commercial lending, and mortgages.
Retail Excellence: Recognized as a premier partner for large-scale retailers, LendAPI offers a fully customizable, white-label experience that integrates seamlessly into existing consumer journeys.
Speed to Market: By combining advanced orchestration with a low-code environment, LendAPI empowers lenders to innovate without the traditional overhead of legacy systems.
For more information, visit www.lendapi.com or follow us on LinkedIn.