Blog Post
Dec 18, 2025
Dec 18, 2025
JustiFi Increases Net Revenue 272% YoY, Names Brett MacKinnon CEO Effective January 1st
JustiFi Increases Net Revenue 272% YoY, Names Brett MacKinnon CEO Effective January 1st
ST. PAUL, MN – December 18, 2025 – JustiFi, an embedded fintech platform serving vertical SaaS companies and franchise networks, today announced that Brett MacKinnon will assume the role of Chief Executive Officer effective January 1, 2026. Closing out 2025 with record growth, JustiFi has achieved a 272% year-over-year increase in net revenue and onboarded thousands of additional small businesses to the platform.
Joe Keeley, JustiFi's co-founder and current CEO, will transition to the role of Strategic Advisor. Keeley co-founded JustiFi five years ago with Casey Kipfer and the Rally Ventures team. Prior to JustiFi, Keeley founded and grew College Nannies, Sitters & Tutors, the nation's largest in-home franchised childcare company. Under Keeley's leadership, JustiFi successfully secured millions in investment capital and developed an enterprise payments and fintech platform. Today, JustiFi serves dozens of large platform customers, processing well over a billion dollars annually.
"Building JustiFi from the ground up has been one of the most rewarding chapters of my career,” said Keeley. “My goal was to take the company from zero to one, and we’ve far surpassed that - scaling to well over one billion. JustiFi is in a tremendously strong position, and there’s no one better suited to lead the company forward than Brett. His operational rigor, deep enterprise sales experience, and genuine passion for building exceptional products make him the ideal leader for JustiFi’s next phase of growth. I look forward to continuing to support the team as a Strategic Advisor."
"Building JustiFi from the ground up has been one of the most rewarding chapters of my career. My goal was to take the company from zero to one, and we’ve far surpassed that - scaling to well over one billion."
-Joe Keeley
Brett MacKinnon joins as CEO from his role as Chief Operating Officer at JustiFi, where he has been instrumental in scaling the company's operations and go-to-market strategy. Prior to JustiFi, MacKinnon served as SVP & General Manager at NBC Sports Next, where he helped scale SportsEngine to serve over 45,000 business customers and 16 million users.
Under Brett's operational leadership, JustiFi has scaled processing volume by 139% while expanding its managed programs and strategic partnerships to deliver comprehensive payment solutions for platforms and their customers. Key initiatives include deploying card-present payment capabilities to thousands of customers nationwide with end-to-end device lifecycle management, launching digital wallet payments with Apple Pay and Google Pay, enabling bank account payments through Plaid integration, and deepening strategic partnerships to drive continued innovation and growth.
"What excites me most about the CEO role is the opportunity to double down on what matters: helping our platform partners build better products for the businesses communities depend on."
-Brett MacKinnon
"What excites me most about the CEO role is the opportunity to double down on what matters: helping our platform partners build better products for the businesses communities depend on," said MacKinnon. "We've proven that when platforms have control over their embedded finance strategy, they can move faster, differentiate more effectively, and deliver more value to the small business customers they serve. Joe built an incredible foundation—a team that thinks like operators, solutions that solve real problems, and partners who share our commitment to SMB success."
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
ST. PAUL, MN – December 18, 2025 – JustiFi, an embedded fintech platform serving vertical SaaS companies and franchise networks, today announced that Brett MacKinnon will assume the role of Chief Executive Officer effective January 1, 2026. Closing out 2025 with record growth, JustiFi has achieved a 272% year-over-year increase in net revenue and onboarded thousands of additional small businesses to the platform.
Joe Keeley, JustiFi's co-founder and current CEO, will transition to the role of Strategic Advisor. Keeley co-founded JustiFi five years ago with Casey Kipfer and the Rally Ventures team. Prior to JustiFi, Keeley founded and grew College Nannies, Sitters & Tutors, the nation's largest in-home franchised childcare company. Under Keeley's leadership, JustiFi successfully secured millions in investment capital and developed an enterprise payments and fintech platform. Today, JustiFi serves dozens of large platform customers, processing well over a billion dollars annually.
"Building JustiFi from the ground up has been one of the most rewarding chapters of my career,” said Keeley. “My goal was to take the company from zero to one, and we’ve far surpassed that - scaling to well over one billion. JustiFi is in a tremendously strong position, and there’s no one better suited to lead the company forward than Brett. His operational rigor, deep enterprise sales experience, and genuine passion for building exceptional products make him the ideal leader for JustiFi’s next phase of growth. I look forward to continuing to support the team as a Strategic Advisor."
"Building JustiFi from the ground up has been one of the most rewarding chapters of my career. My goal was to take the company from zero to one, and we’ve far surpassed that - scaling to well over one billion."
-Joe Keeley
Brett MacKinnon joins as CEO from his role as Chief Operating Officer at JustiFi, where he has been instrumental in scaling the company's operations and go-to-market strategy. Prior to JustiFi, MacKinnon served as SVP & General Manager at NBC Sports Next, where he helped scale SportsEngine to serve over 45,000 business customers and 16 million users.
Under Brett's operational leadership, JustiFi has scaled processing volume by 139% while expanding its managed programs and strategic partnerships to deliver comprehensive payment solutions for platforms and their customers. Key initiatives include deploying card-present payment capabilities to thousands of customers nationwide with end-to-end device lifecycle management, launching digital wallet payments with Apple Pay and Google Pay, enabling bank account payments through Plaid integration, and deepening strategic partnerships to drive continued innovation and growth.
"What excites me most about the CEO role is the opportunity to double down on what matters: helping our platform partners build better products for the businesses communities depend on."
-Brett MacKinnon
"What excites me most about the CEO role is the opportunity to double down on what matters: helping our platform partners build better products for the businesses communities depend on," said MacKinnon. "We've proven that when platforms have control over their embedded finance strategy, they can move faster, differentiate more effectively, and deliver more value to the small business customers they serve. Joe built an incredible foundation—a team that thinks like operators, solutions that solve real problems, and partners who share our commitment to SMB success."
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