— ABOUT DFINITIV
We Set Out to Improve the Loyalty & Rewards Experience
Dfinitiv was founded with a simple but ambitious goal: to create a consumer-first experience that made discovering and engaging with offers and rewards effortless — across a wide range of loyalty programs.
Our breakthrough came when we realized enterprises were struggling with the same challenges we had already solved: fragmented, outdated experiences, inconsistent partner integrations, and too much friction for customers. We pivoted to helping enterprises deliver an awesome commerce experience.
Consumer-First Origin
We started by building the loyalty experience consumers actually wanted. That deep understanding of what makes offers feel effortless and relevant is baked into everything SmartCXP™ does.
Enterprise Pivot
We recognized a symmetrical opportunity: enterprises were struggling with the same fragmented experiences, inconsistent integrations, and customer friction we had already solved.
Platform Today
Today, SmartCXP™ powers branded, high-engagement customer experiences for large enterprises by integrating seamlessly with affiliate networks, content platforms, and ad servers — supporting scalable, personalized engagement across the entire shopping journey.
The Team Powering Dfinitiv
A world-class team of innovators, engineers, and business builders with a proven track record of scaling startups, driving enterprise transformation, and shaping the future of customer engagement.
Joe Fitzgerald
A seasoned entrepreneur and executive, Joe has led three startups to successful exits and holds over 20 patents. He has held senior roles at Red Hat and HP, with a proven track record of scaling businesses and driving innovation across the enterprise tech landscape.
Chief Executive Officer
Oleg Barenboim
A visionary engineering leader and inventor with 33+ patents, best known as co-founder of ManageIQ (acquired by Red Hat). His experience at IBM, HP, and Red Hat reflects deep expertise in building scalable platforms and leading high-impact engineering teams.
Chief Technology Officer
A business development leader with a strong track record in executive recruiting, sales strategy, and team building. As a Partner at Carter Mackay, he has helped scale high-performing go-to-market teams and drive growth across startups and enterprises.
VP of Business DevelopmentGeorge Villano
World-Class Strategic Leadership
Our Board comprises world-class leaders bringing unparalleled innovation, strategic vision, and deep market insight — equipping us to revolutionize loyalty ecosystems and drive massive new revenue streams from commerce media.
Tim Wentworth
Former CEO of Walgreens Boots Alliance. Tim contributes strategic leadership and operational expertise honed by decades at the helm of major public companies.
Board Member
Board MemberIrwin Gross
Mountain Wood Capital, formerly of Sequoia Heritage and Wilson Sonsini. Irwin offers deep insights into market trends and IP strategy, along with a proven ability to unlock value through investment and strong governance.
— INDUSTRIES WE SERVE
Commerce Experiences for Enterprises Beyond Retail
Airlines
Loyalty programs, IFE, airport kiosks, booking journeys
Hotels & Hospitality
Guest loyalty, lobby displays, in-room, mobile check-in
Financial Services
Banking apps, advisor portals, card-linked offers, statement surfaces
Rail & Transportation
Guest rewards, station kiosks, onboard entertainment, mobile ticketing
Brokerages & Private Wealth
Advisor dashboards, client portals, cross-merchant insights, portfolio surfaces
Short-Term Rentals
SmartConcierge™, local maps, AI chat, merchant offers