DigniFi has appointed Jefim Piekarz as Chief Product Officer, bringing more than 20 years of experience across financial technology (FinTech), software-as-a-service (SaaS), and digital marketplaces to the company’s executive leadership team.
Piekarz will lead DigniFi’s Product and Engineering organizations, overseeing product strategy, technology development, and innovation. Based in New York, he will report directly to CEO Neeraj Mehta.
His appointment comes as DigniFi seeks to strengthen its product-focused approach and align technology development more closely with customer and merchant requirements. The company provides financing solutions for automobile, powersports, and recreational vehicle expenses, including repairs, maintenance, parts, and accessories.
Piekarz joins DigniFi after holding leadership positions at Octane Lending, Etsy, and LogMeIn. At LogMeIn, he helped launch and scale Xively, an Internet of Things platform that was later acquired by Google for $75 million. His professional background spans financial services, digital platforms, and technology product development.
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According to Mehta, Piekarz will help shape product strategy, establish development priorities, and ensure that the company’s solutions reflect the needs of its customers and partners.
The appointment highlights the growing importance of product and engineering leadership within financial technology. As digital financing becomes increasingly integrated into purchasing and service transactions, companies must balance technology development with usability, operational efficiency, and the needs of different stakeholders.
For businesses operating in point-of-sale financing, digital platforms connect consumers seeking payment options with dealerships and service centers offering vehicle-related products and services. Improving these experiences requires coordination between product design, engineering, and business operations.
Piekarz’s experience across FinTech and digital marketplaces brings a combination of financial services knowledge and broader technology expertise to his new role. His appointment reflects DigniFi’s focus on product development as it continues to evolve its financing platform and serve automotive-related businesses across the United States.