JPalmer Collective Expands Leadership Team with Appointment of Elena Goynatsky as Senior Vice President, Portfolio Manager

Experienced asset-based lending leader brings more than 25 years of industry expertise to support portfolio performance and long-term growth 

NEW YORK – January 26, 2026– JPalmer Collective (JPC), an asset-based lending firm focused on funding high-growth, women-led, and natural products companies, today announced the appointment of Elena Goynatsky as Senior Vice President, Portfolio Manager, further strengthening the firm’s leadership team as it continues to scale. 

Goynatsky will oversee the strategic management and performance of JPC’s portfolio, with a focus on supporting sustainable growth while maintaining disciplined risk management. She will work closely with JPC’s executive leadership and external partners to guide lending decisions, support portfolio companies, and ensure operational excellence across the platform. 

“Elena is a seasoned portfolio manager with deep experience in asset-based lending and a thoughtful, steady approach to credit,” said Jennifer Palmer, founder and CEO of JPalmer Collective. “She understands how to balance growth and risk, and she brings the kind of judgment and leadership that’s critical as we continue to expand our portfolio. We’re thrilled to welcome her to the team.” 

Goynatsky brings more than 25 years of experience in asset-based lending, with a career spanning portfolio management and business development.  She is actively involved in the finance and nonprofit communities. She currently serves on the boards of the New York Institute of Credit, the Needlers Foundation, and WHOW of NY (Women Helping Other Women). 

With the addition of Goynatsky, JPalmer Collective continues to build a senior team with deep industry expertise and a shared commitment to supporting founders with flexible, relationship-driven capital. 

About JPalmer Collective 

JPalmer Collective is a customized asset-based lending solutions provider founded in 2023 by Jennifer Palmer, a commercial finance veteran, former president of SFNet, and an advocate for improving women’s access to financing. Created to fund high-growth companies that do not fit traditional lenders’ criteria, the firm provides white-glove, consultative financing solutions to women-led companies, high-growth consumer brands, and businesses focused on conscious consumers, sustainability, and inclusivity so they can achieve sustainable growth.