Owner Profile: Richie Serna

Background and Roles

Richie Serna is the CEO and co-founder of Finix Payments, a payment technology and payment facilitation company headquartered in San Francisco, California. Serna co-founded the company in 2016 alongside Sean Donovan with the stated goal of making financial services more accessible by enabling software platforms and marketplaces to embed payment processing into their products.

Before founding Finix, Serna worked as a software engineer at Balanced, which was the first payments API for marketplaces. Prior to Balanced, he worked as a management consultant at Booz & Company (now Strategy&) from 2010 to 2012, served as Finance Director and Co-Campaign Manager for the Emanuel Pleitez Los Angeles mayoral campaign from 2012 to 2013, and held an investment banking internship at J.P. Morgan. Serna holds an A.B. in Government (Cum Laude) from Harvard University.

Under Serna’s leadership, Finix has raised approximately $210 million in venture capital from investors including Sequoia Capital, Visa, American Express Ventures, Bain Capital Ventures, Lightspeed Venture Partners, Acrew Capital, Citi Ventures, and Insight Partners. The company’s $75 million Series C round in 2024 was led by Acrew Capital. Finix serves U.S. and Canadian businesses and has expanded its offerings to include direct merchant payment processing, payouts, recurring billing, and POS hardware sales.

Reputation and Public Record

In May 2025, Satori Enterprise Holdings, LLC filed a lawsuit against Finix Payments, Inc. in the U.S. District Court for the Middle District of Florida (Case No. 6:25-cv-00934). The specific details of the allegations are not fully available in public records at this time. Serna has been featured in media outlets including TechCrunch, Bloomberg, Inc. Magazine, and Visa Perspectives, and has spoken at industry events including Money20/20 and the Montgomery Summit. For more information, see our Finix Payments Review.