Eugene Krimkevich

From 2022 - 2026 I built the platform onboarding and account management function at Parafin - a leading embedded capital provider - from the ground up. During that time I personally launched and oversaw dozens of successful embedded capital programs across companies like DoorDash, Amazon, Gusto, and Worldpay. During my tenure, origination across the portfolio grew more than 10x and Parafin achieved a $100M annualized revenue run rate.

I've sat at the table for every part of this process: understanding MSA terms, scoping integrations, executing high-stakes launches, and running the playbook to drive long-term origination growth post-launch. I've seen first-hand what separates programs that see 100% YoY growth from those that stall — and it often comes down to key decisions being made (knowingly or unknowingly) well before launch day.

Many platforms looking to launch an embedded capital program for the first time are at an information disadvantage because it simply isn't their core domain - they may lack an in-depth understanding of different capital products, how to market them effectively, how to think about underwriting and risk tradeoffs, and what it really takes to scale a program over time. My goal is to close that gap: giving platforms the practices, pattern recognition, and direct guidance they need to make smart decisions, launch effectively, and build programs that actually grow and build deep merchant trust.

I work with a small number of clients at a time to keep engagements substantive. If you're evaluating an embedded lending program, preparing for a launch, or trying to understand why an existing program is underperforming, I'd love to connect.