Rafael Paoliello

Product leader with 19 years of experience.
With strong business acumen, I drive tangible commercial impact. Beyond solving customer problems, I focus on business growth by acquiring more customers (improved purchase funnel conversion by +15%), increasing share of wallet (created cross-sell products from scratch that now represent ~25% of total revenue), and reducing costs (developed partnerships and optimized receivables advancement, saving up to 40% on transactional costs).

I’ve specialized in payments and fintech since 2016, working across B2B and B2C in transactional, subscription-based, and embedded financial products.

A bit about my recent journey:
For over 6 years, I led all Fintech and Payment Products at Sympla, Brazil’s leading event ticketing two-sided marketplace (then serving 15M+ monthly visitors and issuing 3M+ tickets per month). Reporting to the CPO, I built and scaled transactional and embedded financial products from scratch for both B2C and B2B (long-tail and enterprise clients).

I left Sympla to found my own startup. After moving abroad, I stepped back from day-to-day operations and remained involved as an advisor.

Today, I’m at Wellhub (formerly Gympass), a global wellness three-sided marketplace with 5M+ individual subscribers and tens of thousands of B2B clients, from SMBs to large enterprises. I lead global Billing, Accounting, and Invoicing products—from user experience to backend calculators and core infrastructure—for both B2C and B2B.