Lioran Pinchevski

Lioran "Lio" Pinchevski is founder and CEO of Finaloop, the ecommerce accounting platform based in New York with R&D roots in Tel Aviv. A former PwC partner who also ran a seven-figure DTC brand, he is known for building Finaloop after watching online sellers drown in delayed, inaccurate books.

PwC partner by day, DTC founder by night

Pinchevski spent about a decade in senior roles at PwC, including U.S. and international tax and M&A accounting work. He holds dual degrees in accounting and law and further tax study at the University of Michigan Law School. On the side he built startups, including Sppare.me, a sperm-freezing DTC brand he has said scaled to high seven figures in sales.

Why ecommerce accounting broke for him

Running that brand showed how multi-channel ecommerce - marketplaces, Shopify, shipping, and inventory - breaks generic bookkeeping. In a TechCrunch interview he said every online seller needs accounting for compliance and visibility, yet digital-first founders hate the work. Finaloop combines ledger, bookkeeping, and inventory tracking with automation across sales and payment channels, and ships with ecommerce-specialist accountants as part of the service.

On solving an immediate operator problem

Announcing further funding in 2024, he kept the pitch on real-time visibility for smaller ecommerce companies rather than general-purpose SMB accounting. The product thesis stays close to SKU-level COGS and channel complexity that generic tools miss.