National Funding hired Rob Rosenblatt as president of Business Loan Center, the company’s new digital lending division.

“Rob’s appointment to head up this new division demonstrates our growing investment in providing lending solutions that enhance the ability of SMBs to grow and prosper,” Dave Gilbert, founder and CEO of National Funding, said. “His mission is to create high-value offerings that leverage the power of big data and leading-edge underwriting for SMBs via the digital ecosystem.”

Rosenblatt most recently served as CEO of Behalf, an alternative lender facilitating omnichannel commerce between SMB buyers and sellers. Previously, he was Kabbage’s general manager of lending. In prior positions, Rosenblatt headed up cobranding and membership rewards alliances for American Express as well as cardholder loyalty and innovation for Chase.

“I am delighted to be heading up the new Business Loan Center. My experience has shown me that SMBs have a constant need for capital, in particular via digital channels. With the support of Dave [Gilbert], Joseph [Gaudio] and the National Funding team, I look forward to expanding the innovative digital options afforded to SMBs,” Rosenblatt said.

“As a champion of small business, National Funding recognizes that by entering the digital lending space, we will be able to serve significantly more small businesses,” Gaudio, who is president of National Funding, said. “With Rob’s experience, we believe National Funding now has the powerhouse we need to write our next chapter.”