Blog Post
Feb 3, 2026
Feb 3, 2026
JustiFi Appoints Sarah Barber as Chief Financial Officer and Chief Operating Officer to Accelerate Platform Growth
JustiFi Appoints Sarah Barber as Chief Financial Officer and Chief Operating Officer to Accelerate Platform Growth
FOR IMMEDIATE RELEASE
ST. PAUL, MN – February 3, 2026 – JustiFi, an embedded fintech platform serving vertical SaaS companies and franchise networks, today announced the appointment of Sarah Barber as Chief Financial Officer and Chief Operating Officer. Barber brings more than 20 years of leadership experience scaling fintech and payments businesses, with a proven track record of building operational foundations that drive strategic growth and exceptional customer outcomes.
The appointment comes as JustiFi continues its rapid expansion, having achieved 272% year-over-year net revenue growth in 2025 and processing well over a billion dollars annually for platform customers serving thousands of small businesses nationwide.
"As we continue scaling to serve more platforms and the businesses they support, Sarah is uniquely positioned to lead us through our current stage and well beyond," said Brett MacKinnon, CEO of JustiFi. "Her strategic approach to revenue, pricing, and analytics, combined with her experience leading payments operations at scale, makes her the right leader to take us where we're going. She knows how to build the systems and strategies that deliver value when you're moving fast. She deeply understands our customers and the fintech ecosystem. Our customers and their customers will be the biggest winners."
"[Sarah] deeply understands our customers and the fintech ecosystem. Our customers and their customers will be the biggest winners."
-Brett MacKinnon, CEO
Most recently at NBC, Barber led revenue, payments, growth, and strategy across the company's digital and consumer portfolio, including Fandango, Rotten Tomatoes, GolfNow, and SportsEngine. Overseeing end-to-end operations, she helped shape long-term business strategy and delivered millions in profitable growth year after year.
Earlier in her career, Barber held multiple leadership roles at Worldpay (formerly Vantiv), where she partnered closely with merchants navigating the evolving payments landscape while consistently driving financial growth. She also brings broad industry experience across financial services, media, manufacturing, and consulting, giving her a rare, operator-level perspective on how to turn strategy into sustained performance.
"I'm honored to join such a talented and ambitious team at a company solving real problems for platforms and the businesses they serve," said Barber. "JustiFi has built something remarkable—a platform that gives software companies the control and flexibility they need to deliver real value to their customers. My focus is to strengthen our financial foundation, operate with clarity and speed, and help turn bold ideas into meaningful results for our customers and the SMBs communities depend on."
"My focus is to strengthen our financial foundation, operate with clarity and speed, and help turn bold ideas into meaningful results for our customers."
-Sarah Barber, CFO & COO
About JustiFi
JustiFi is the embedded fintech platform built for software platforms and franchise networks serving the SMBs communities depend on. Founded by operators who spent 15 years building multi-billion-dollar platforms, JustiFi gives platforms the control to launch quickly, adapt their strategy as needs evolve, and progressively build multi-product strategies that differentiate their offering—because SMBs aren't one-size-fits-all, and neither is the path to serving them well.
Learn more at: justifi.ai
Media Contact:
Cory Ploessl
Marketing Director
cory.ploessl@justifi.tech
612-281-8966
FOR IMMEDIATE RELEASE
ST. PAUL, MN – February 3, 2026 – JustiFi, an embedded fintech platform serving vertical SaaS companies and franchise networks, today announced the appointment of Sarah Barber as Chief Financial Officer and Chief Operating Officer. Barber brings more than 20 years of leadership experience scaling fintech and payments businesses, with a proven track record of building operational foundations that drive strategic growth and exceptional customer outcomes.
The appointment comes as JustiFi continues its rapid expansion, having achieved 272% year-over-year net revenue growth in 2025 and processing well over a billion dollars annually for platform customers serving thousands of small businesses nationwide.
"As we continue scaling to serve more platforms and the businesses they support, Sarah is uniquely positioned to lead us through our current stage and well beyond," said Brett MacKinnon, CEO of JustiFi. "Her strategic approach to revenue, pricing, and analytics, combined with her experience leading payments operations at scale, makes her the right leader to take us where we're going. She knows how to build the systems and strategies that deliver value when you're moving fast. She deeply understands our customers and the fintech ecosystem. Our customers and their customers will be the biggest winners."
"[Sarah] deeply understands our customers and the fintech ecosystem. Our customers and their customers will be the biggest winners."
-Brett MacKinnon, CEO
Most recently at NBC, Barber led revenue, payments, growth, and strategy across the company's digital and consumer portfolio, including Fandango, Rotten Tomatoes, GolfNow, and SportsEngine. Overseeing end-to-end operations, she helped shape long-term business strategy and delivered millions in profitable growth year after year.
Earlier in her career, Barber held multiple leadership roles at Worldpay (formerly Vantiv), where she partnered closely with merchants navigating the evolving payments landscape while consistently driving financial growth. She also brings broad industry experience across financial services, media, manufacturing, and consulting, giving her a rare, operator-level perspective on how to turn strategy into sustained performance.
"I'm honored to join such a talented and ambitious team at a company solving real problems for platforms and the businesses they serve," said Barber. "JustiFi has built something remarkable—a platform that gives software companies the control and flexibility they need to deliver real value to their customers. My focus is to strengthen our financial foundation, operate with clarity and speed, and help turn bold ideas into meaningful results for our customers and the SMBs communities depend on."
"My focus is to strengthen our financial foundation, operate with clarity and speed, and help turn bold ideas into meaningful results for our customers."
-Sarah Barber, CFO & COO
About JustiFi
JustiFi is the embedded fintech platform built for software platforms and franchise networks serving the SMBs communities depend on. Founded by operators who spent 15 years building multi-billion-dollar platforms, JustiFi gives platforms the control to launch quickly, adapt their strategy as needs evolve, and progressively build multi-product strategies that differentiate their offering—because SMBs aren't one-size-fits-all, and neither is the path to serving them well.
Learn more at: justifi.ai
Media Contact:
Cory Ploessl
Marketing Director
cory.ploessl@justifi.tech
612-281-8966