Moshe Golomb

Founder & CEO Juice Financial (Praxell, Inc.)

Last Reviewed: September 19, 2026

Executive Summary

Moshe Golomb has run the same company for more than twenty-five years, which in payments is close to unheard of. He founded Praxell, Inc. in New York in November 1999, at the tail end of the dot-com boom, to do something the card networks were not yet set up for: let an ordinary business issue its own branded prepaid cards without becoming a bank. That white-label programme management model — the unglamorous middle layer between an issuing bank, a network licence and a company that simply wants to pay people — turned out to be durable in a way that most of 1999’s fintech was not. The business now trades as Juice Financial, and the problem it solves has migrated with the labour market: alongside prepaid and disbursement it now offers earned wage access, letting employees draw accrued pay before payday, a product aimed squarely at the workers for whom a two-week pay cycle is a cash-flow crisis. Golomb came to it from finance rather than technology — a Tel Aviv University MBA in finance and banking, a fund management role at First International Bank, and two chief financial officer posts before he was thirty-five. The company remains small in headcount and large in throughput, reporting more than 30 million accounts and over $20 billion in processed transactions across its life.

Career Highlights

• Founded Praxell, Inc. in New York with a business start date of 29 November 1999, and has led it as chief executive ever since.
• Built a white-label prepaid card programme management platform allowing businesses and institutions to launch their own branded card programmes under Visa and Mastercard licences.
• Named as program manager of the Juice Prepaid Mastercard in the Consumer Financial Protection Bureau’s prepaid account agreement database.
• Extended the business into earned wage access, digital payout cards, expense management, corporate rewards and disbursement under the Juice Financial brand.
• Company reports 30 million or more accounts, over $20 billion in processed transactions, 15,000+ clients, 100+ banking solutions, and $60 million or more invested in technology.
• Holds an A+ Better Business Bureau rating with no complaints closed in the preceding three years.
• Raised an early round in October 1999 with Hunza Ventures among the investors — the company’s only recorded funding event.

Professional Journey

Golomb’s training was in finance, not software. He attended Tel Aviv University, taking an MBA in finance and banking, and began his career in the early 1990s at First International Bank as a fund manager and analyst, a role he held from around 1990 to 1993. Managing funds at a bank is a particular kind of apprenticeship: it teaches the mechanics of moving and holding other people’s money under regulatory constraint, which is precisely the constraint that defines the prepaid industry.

He moved to the operating side as a chief financial officer, first at Balentine Industries from 1993 to 1994, then at Optimum Interactive from 1995 to 1998, where he held the combined role of chief financial officer and vice president of business development. That combination — owning both the numbers and the deals — is the one that turns a finance executive into a founder, and the late 1990s were the moment when interactive media and payments were converging for the first time.

In November 1999 he founded Praxell in New York. The timing was the peak of the dot-com bubble, but the business he built was not a consumer internet company; it was infrastructure. Prepaid cards at that point were a marginal product, and the regulatory and technical work of standing up a programme — getting an issuing bank, a network licence, processing, compliance, card production and cardholder servicing — was far beyond any ordinary company. Praxell’s proposition was to hold all of that and rent it out: a white-label platform through which a business or institution could launch a branded prepaid programme as its own. The company raised an early round the month before it opened, with Hunza Ventures among the investors, and has taken no recorded outside funding since — which is why Golomb still owns the founder’s seat after twenty-five years.

The market came to him. Prepaid moved from marginal to mainstream as payroll cards displaced cheques for unbanked workers, as government and corporate disbursement moved off paper, and as gig and contingent work created millions of people who needed to be paid without a bank account. Praxell’s programmes have run under Visa and Mastercard licensing through issuing partners including Sunrise Banks, and the company’s own Juice Prepaid Mastercard was filed with the Consumer Financial Protection Bureau under an agreement effective July 2020 with Metropolitan Commercial Bank as issuer. The product was explicitly aimed at giving unbanked and underbanked individuals the ability to receive funds electronically.

The Juice Financial brand is how the business now goes to market, with Praxell, Inc. remaining the legal entity and the platform infrastructure still served from Praxell’s own domain. The current product set spans payout cards, expense management, corporate rewards, disbursement and — the most significant recent addition — earned wage access, which lets employees draw earnings they have already accrued before the scheduled payday. Cards are now issued by First Century Bank, N.A. Golomb leads a full executive bench including a chief financial officer, chief compliance officer, chief technology officer and chief experience officer, on a headcount that outside data puts at around thirteen people.

The scale figures the company publishes for its history — more than 30 million accounts, over $20 billion in processed transactions, 15,000-plus clients and more than $60 million invested in technology — are self-reported, but the shape they describe is consistent with what the business is: a small, long-lived, privately held platform operator carrying very large volumes on behalf of other people’s brands.

Education

Tel Aviv University

MBA, Finance and Banking