
From Crest and candy bars to paycards, gift cards and embedded finance, Jonathan Soffin has spent a career studying what people choose - and translating the machinery behind those choices into something clear.
ScribeUp is an AI-powered, embedded recurring-bill and subscription management platform for banks, credit unions and fintechs. Founded by four MIT Sloan MBAs, it started as a consumer subscription manager, grew past 10,000 users, then pivoted to B2B - letting financial institutions embed subscription tracking, automated cancellation and a payment updater directly inside their own apps to deepen customer relationships and win card primacy.