In an era where digital transformation defines competitive advantage, Ron Lieberman has carved out a reputation for turning real-world business friction into scalable, tech-forward solutions. His latest venture, Karta.io, is a reflection of that trajectory—born not just from a gap in the market, but from years of cross-industry insight.
A Career Built on Reinvention
Lieberman isn’t your typical fintech founder. Before entering the world of financial technology, he ran a successful fitness chain (Raketa.Fit), steered investments in tech startups through his role at venture capital firm Boson Kicks, and worked on various IT platforms. What connects these chapters is a consistent theme: identifying operational inefficiencies and digitizing the processes behind them.
“Every business I’ve touched had one thing in common—frustration with financial operations,” Lieberman reflects. “Whether it was managing gym memberships or allocating ad budgets, the systems were never built with speed, clarity, or scale in mind.”
This practical understanding of business bottlenecks gave rise to Karta.io in 2023—a platform designed to give companies more direct control over their spending through virtual cards and smart automation.
Building Tools for the Builders
Karta.io isn’t just another expense management tool. It’s a response to the lived challenges Lieberman encountered while supporting startups and scaling teams in fast-moving sectors. The product allows businesses to issue virtual Visa and MasterCard cards instantly, assigning specific spending rules, team permissions, and real-time tracking features tailored for distributed teams and dynamic advertising environments.
What sets Karta.io apart, however, is not just its features—it’s the way it embodies Lieberman’s philosophy. “I see fintech not as finance with code, but as infrastructure for modern entrepreneurship,” he explains. “If you want businesses to move fast and stay agile, you need to give them systems that match that pace.”
Not Just for Finance Teams
While many expense platforms focus narrowly on accountants and controllers, Lieberman’s approach is different. Karta.io is built with marketers, founders, and e-commerce teams in mind—those at the front lines of business growth.
For example, advertising teams using platforms like Facebook, TikTok, or Taboola can issue unique virtual cards per campaign, track spend in real time, and automate reconciliations. The goal, Lieberman notes, isn’t just control—it’s empowerment.
A Broader Vision for Fintech
Lieberman is quick to frame Karta.io not as an endpoint, but as a stepping stone in a larger digital finance ecosystem. Integration with tools like QuickBooks, Xero, and Zapier is just the beginning. The platform is structured to adapt and expand with the needs of its users, including compliance with industry security standards like PCI-DSS.
As the company prepares for broader global expansion, Lieberman remains focused on building not just a business, but a model. “Too often, founders start with software,” he says. “But for me, it starts with the messiness of running a business—and building the software backward from there.”
Looking Ahead
In a fintech landscape dominated by incumbents slow to adapt, Lieberman’s strength lies in his ability to move fast, experiment, and pivot based on user behavior. His track record—rooted not in finance, but in the operational core of everyday businesses—gives him a rare advantage.
