Adfin | Meet Stella Kaskaveli, our new SMB Lead

Our employee spotlight this week is on Stella, one of the driving forces behind Adfin’s sales motion. After leading in the SMB world herself, she joined to tackle the payment frustrations she saw firsthand — helping small businesses get paid faster and breathe easier. When she’s not building pipelines, you’ll find her in galleries, on planes, or deep in a book. Let’s get to know her some more!

What inspired you to pursue a career in sales?
Sales are truly the heartbeat of any business. It’s one of the few areas where you can see the direct impact of your work every single day. I’ve always been drawn to that blend of art and science - diving deep into data to understand trends while crafting creative, human-centred pitches that connect with people. The thrill of solving problems and seeing immediate results is what keeps me passionate!

Why did you decide to join Adfin?
Coming from the SMB world as a founder, I’ve seen firsthand the payment challenges small businesses face - from late invoices to cash flow struggles. I joined Adfin to help solve those problems: making it easier for SMBs to get paid, manage cash flow, and simplify payments. Adfin’s mission to empower small businesses perfectly aligns with my passion for helping them grow.

What’s the most interesting or challenging project you’ve worked on so far?
One of the most exciting parts of my role has been leading our ABC Club and Referrals Program. It’s fascinating to manage ABC Club like a product - understanding user motivations, optimising engagement, and ultimately driving revenue through the power of community and referrals. It’s both a creative and strategic challenge, and I love seeing how it connects happy clients back into Adfin’s growth.

What do you enjoy doing in your free time?
I’m a huge art enthusiast! I try to visit a new exhibition every week (thankfully London makes that easy). I also love travelling and exploring new cultures, cities, and cuisines.

What’s your favourite book, movie, or TV show?
I’m always on the lookout for thought-provoking reads. One I often recommend is “As a Man Thinketh” - it’s a classic, and it still amazes me that it was written in 1903. I also love diving into business and art history books - “A New Way of Seeing” by Kelly Grovier is a recent favourite - and, of course, I’m a proud Game of Thrones superfan!

What impact have you made at Adfin so far?
Hopefully, I’ve already made a tangible difference by helping our clients get paid faster and improving their payment experience. Every successful transaction and happy customer feels like a small win - and that’s what drives me every day.

Meet Stella Kaskaveli, our new SMB Lead

Read more

Product updates from Adfin - October

How to stop chasing clients for overdue payments and get paid faster

How can Adfin be lower cost than competitors?