Our team has built and scaled insurance and digital marketplace platforms and brings experience from leading financial services and technology organizations. We value integrity, accountability, and intellectual curiosity — and we’re not afraid to challenge how things have always been done. We believe technology should simplify decisions, increase transparency, and empower people with the clarity and choice to purchase insurance with confidence.
Matt Rihtar
Matt Rihtar is the Founder and CEO of Simplfii, with nearly 20 years of experience building and scaling insurance platform businesses. His background spans auto and home insurance, with deep experience in performance marketing and creating high-intent customer acquisition channels. He has also been involved in the successful sale of several prior companies, bringing firsthand experience across mergers and acquisitions. Before launching Simplfii in 2023, Matt held senior leadership roles at Bankrate and other leading insurance marketplaces, where he helped insurers and agencies reach millions of consumers through data-driven marketing and acquisition strategies. Today, he leads Simplfii’s strategy and product vision, focused on building a transparent, AI-enabled insurance comparison platform that connects consumers with a nationwide network of carriers and licensed local agents.
Lauren Greenwald
Lauren Greenwald is the Chief Operating Officer of Simplfii, leading the company’s operational execution across revenue operations, business intelligence, and cross-functional planning. She brings a strong track record of building scalable systems that support growth, accountability, and data-driven decision-making. Before joining Simplfii, Lauren held leadership roles within insurance at UE and DMS, where she partnered with marketing, product, and analytics teams to optimize revenue workflows, reporting, operational efficiency and financial planning & analysis to drive growth. At Simplfii, Lauren oversees day-to-day operations and internal performance, ensuring teams, data, and processes stay aligned as the platform scales. Her focus is on turning insight into action and building the operational foundation needed for long-term growth across consumers, agents, and carrier partners.