Equali Appoints Reconciliation and Payments Leaders to Strengthen Expertise and Drive Growth 

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26^th November 2025

London, UK 

Equali, a specialist reconciliation and reporting platform for FinTech, eCommerce and SaaS companies, today announced the appointment of Lyn Canavan, former Head of Marketing at AutoRek, and Dwayne Gefferie, Payment Strategist and Founder of the Gefferie Group, as strategic advisers. 

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The appointments will support Equali’s product strategy as the company expands its solutions across FCA-regulated firms and the wider FinTech sector. The move comes as firms face increasing regulatory scrutiny around data accuracy, reconciliation and safeguarding compliance ahead of the upcoming CASS 15 regulation.

Lyn brings extensive experience as a marketing leader in the reconciliation space, having grown AutoRek’s marketing team from two to twelve and supported the company’s expansion through to and beyond its acquisition by Scottish Equity Partners. She will advise Equali on go-to-market strategy and brand positioning to help the business engage with FCA-regulated firms seeking scalable, compliant reconciliation tools. 

Dwayne has held leadership positions across several payment companies, including Adyen and Checkout.com, and for the last 6 years, worked with over 50 different payment companies helping them to modernise their data, analytics and AI propositions. Dwayne will advise Equali on brand strategy and awareness, with a particular focus on the payments industry.

Martin Burn, Founder of Equali, said, “We are thrilled to welcome Lyn and Dwayne to our team. Their extensive expertise across payment data, risk, and compliance, coupled with their understanding of the needs of payment firms and EMIs, will help shape our product and proposition.”

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Lyn Canavan, Marketing Advisor at Equali, commented, “Equali is addressing one of the biggest challenges firms face: achieving accurate, automated reconciliations that meet regulatory standards without adding operational complexity. I’m delighted to support the team as they scale their solutions and strengthen their position in the market.”

Dwayne Gefferie, Payments Advisor at Equali, added, “As data continues to grow, controlling it is of vital importance to any company. It becomes even more important when it is about how much revenue is accounted for. Equali solves a fundamental problem that companies are struggling with, which is getting accurate reconciliations, while meeting regulatory requirements. They do that in a modern, automated and no-code way, which is what I have been advocating for. So it’s great to see it come to life.”

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About Equali

Equali is a technology provider offering seamless reconciliations and accounting automation for FinTech, eCommerce and SaaS companies. Founded in 2022, the company specialises in streamlining and automating complex reconciliations, including reconciliations and reporting for regulated firms. With increasing complexity in reconciliation requirements and payments compliance, Equali’s platform is positioned to meet the growing demand for automated, reliable solutions. For more information, visit www.equali.io.

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