“I’ve learned that self-belief and motivation matter more than any doubter’s opinion. I push myself every day, knowing you’re always still learning — so stay a sponge, take it all in and help others; collaboration makes it worth it.”
Based in Boulder, CO, Abby Jonathan’s rise in specialty finance demonstrates how a competitive drive and an adaptable mindset can reshape client success in private credit. As associate vice president of originations at Assembled Brands, Jonathan helps fast-growing consumer packaged goods (CPG) companies access the capital they need to support continued growth.
Jonathan’s career took a defining turn when she transitioned from high-velocity tech sales and fintech business development at Ampla into structured private credit. The shift required her to combine creative prospecting with the analytical rigor of commercial lending, a challenge she embraced with determination.
In her first year, Jonathan built a robust pipeline from the ground up and deployed more than $30 million in capital to support emerging brands seeking alternatives to restrictive or costly funding options. Her accomplishments include closing major partnerships with scaling brands such as Fishwife, Une Femme Wines and Humble. Rather than fitting these businesses into rigid lending structures, Jonathan works closely with her internal risk team to design flexible credit facilities with “accordion” capabilities that can expand alongside a company’s needs. This tailored approach allows fast-growing, founder-led brands to scale across direct-to-consumer, Amazon and physical retail channels without encountering an abrupt funding constraint.
Jonathan’s leadership style is also shaped by her background as a Division I soccer player at Syracuse and Rutgers, where she learned to perform under pressure and succeed as part of a team. She brings that same collaborative, team-first mentality to her work, prioritizing long-term relationships and industry trust over transaction volume alone. Jonathan also encourages rising female professionals to take up space early in their careers, advocate for themselves and approach new opportunities with confidence, helping foster a more inclusive and supportive future for the private credit industry.
