Diginex names Jacob Friedman COO and Sandra Kovacheva CAO

Diginex Limited (NASDAQ: DGNX) appointed Jacob Friedman as Chief Operating Officer and Sandra Kovacheva as Chief Administrative Officer to support its unified business strategy announced March 30.

The London-based technology company is integrating its four operating entities into a single platform serving banks, asset managers, and corporate clients globally. The entities include Diginex and subsidiaries Plan A.Earth GmbH, Matter DK ApS, and The Remedy Project Limited.

Friedman served as Chief Customer Officer at Plan A since 2021, where he built customer-facing operations across 15 markets and deployed AI-driven support infrastructure that resolves over 80% of client inquiries autonomously. He previously held positions at Rewiring America and Via Transportation, overseeing more than 25 market launches across Europe and the Middle East. He holds an MBA from Harvard Business School.

As COO, Friedman will integrate customer operations and commercial processes across the four entities and serve as Managing Director of Plan A during the transition.

Kovacheva has served as General Counsel and Data Protection Officer at Plan A since 2022, handling legal affairs, compliance, and corporate governance across multiple European jurisdictions. She participated in Plan A's fundraising activities and the Diginex acquisition. She previously worked at Circana and Bureau Veritas, advising on cross-border legal matters across Europe, Asia, and Africa.

As CAO, Kovacheva will consolidate legal, compliance, and corporate governance functions across all operating businesses.

"Jacob's track record speaks for itself. He built Plan A's entire customer operation from the ground up," said Lubomila Jordanova, CEO of Diginex.

Christian Thierfelder, who served as Chief Operating Officer, will transition to Chief Information Officer to lead information technology and systems management.

The company expects to provide updates on its unified business strategy during the second quarter of 2026, according to the press release.

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