Gerber Finance completed it CEO succession strategy, naming longtime President Jennifer Palmer as CEO with Founder Gerald Joseph transitioning to strategic advisor and chairman of the board.

Joseph founded Gerber Finance in 1995, emigrating from South Africa to the U.S. to build a finance company that would shift the paradigm from lender to partner by diving into each client’s business, developing trust. This relationship-based approach still drives their business today.

As Gerber embarks on its 25th anniversary year, the company is expanding the company’s New York operations, growing its California-based team, and opening doors to new industries that will benefit from their distinctive style of lending.

“When I founded Gerber, failure was not an option. That is part of what drives me and what drives many of our clients – entrepreneurs who will stop at nothing to see their businesses succeed. This is the spirit of Gerber Finance, and I can’t wait to see what the next 25 years hold under Jennifer’s leadership. I am convinced it will be terrific,” said Joseph.

Palmer, who began her career as an attorney, started at Gerber in 2006 in the marketing department, quickly moving into the position of Vice president of marketing, then senior vice president. In 2013, she was appointed president and has since led the company through multiple years of growth as they have posted record wins.

“Being a part of Gerber’s growth and working alongside Gerald has been nothing short of magic,” said Palmer. “He has never been afraid of making bold decisions and has always done so with the deepest integrity. I am honored to take the reins of the company he built and look forward to continuing his legacy of diving deep and driving change.”