Driving value through agile finance leadership

The world is unpredictable—economic shifts, political uncertainty, supply chain disruptions, and climate-related risks can all impact business in an instant. For CFOs, agility isn’t just a buzzword—it’s a necessity.

Throughout my career, I’ve learned that cultivating an "agility mindset" is critical for success. The ability to adapt, innovate, and embrace change allows finance leaders to navigate uncertainty while driving long-term value.

Building an agile foundation: My early career years

Early in my career, I made a deliberate choice: I joined smaller, venture-backed startups instead of large enterprises. This decision proved invaluable because it forced me to wear many hats—from fundraising and crisis management to HR and operations. Unlike traditional corporate environments where responsibilities are siloed, startups provided exposure to a wide range of business functions. I worked closely with CFOs, participated in fundraising efforts early on, and learned firsthand how financial agility plays a key role in business resilience and growth.

Scaling agility: The transition to SaaS at Priority Software

Now, as CFO of Priority Software, I apply those early lessons to help drive value and growth. What started as a local cloud ERP provider in Israel has expanded into a global company serving over 15,000 customers across 17 countries.

Today, we are in the midst of a major transformation: transitioning from a traditional licensing model to SaaS. This shift requires a new financial approach—one focused on recurring revenue, net retention, and churn rather than traditional one-time sales.
To support this shift, we’ve embraced data-driven decision-making, using metrics like:

• Net Revenue Retention (NRR) – to track customer expansion and loyalty

• Net Promoter Score (NPS) – to measure and enhance customer satisfaction

• Customer success strategies – to drive upselling and long-term retention

By aligning financial performance with customer success, we’ve improved growth, profitability, and customer experience simultaneously.

Investing in technology & AI: The future of finance

To stay ahead, Priority Software reinvests approximately 20% of revenue into R&D and product development. A key focus? AI and automation.
We’re integrating AI into both our ERP solutions and internal financial processes, including:

• AI-driven product development – Enhancing ERP capabilities with conversational AI for seamless access to insights.

• Automated finance workflows – Eliminating manual, repetitive tasks to boost efficiency.

• AI-powered forecasting & anomaly detection – Improving financial accuracy and risk management.

By leveraging AI, we increase operational efficiency, enhance decision-making, and future-proof our business.

Embracing change: A CFO’s mindset for success

One of the most valuable lessons I learned came early in my career—during the dot-com bubble burst. That experience taught me that resisting change is not an option; embracing it is the only way forward.
When implementing change, my approach is to:

• Take it step by step – Avoid abrupt, disruptive overhauls unless absolutely necessary.

• Encourage pushback – Resistance can lead to better, more thoughtful decisions.

• Stay adaptable – Financial success depends on adjusting strategies in real time.

Talent: The most important investment

In the tech industry, our most valuable asset isn’t software—it’s people.
At Priority Software, we actively invest in employee welfare and satisfaction, monitoring engagement levels to reduce turnover and enhance productivity. A strong, motivated team is essential to maintaining agility and driving financial success.

Financial health & growth: Metrics that matter

At Priority Software, we are proud to be a "Rule of 50" company—meaning our ARR growth and EBITDA margin exceed 50%. This level of financial performance reflects strong fundamentals, operational efficiency, and sustainable growth.
Despite challenging geopolitical conditions, we continue to expand organically and through strategic mergers and acquisitions, strengthening our position as an industry leader.

Beyond finance: The CFO as a value creator

I believe a CFO’s role goes beyond financial reporting—it’s about empowering cross-functional teams, making data-driven decisions, and driving long-term value.
In many ways, I see my role as a Chief Value Creation Officer—ensuring that every decision contributes to business success, whether it's through technology investments, strategic planning, or talent development.

Personal insights & advice

If I could offer one piece of advice, it would be this: Embrace change—don’t fear it. Change should be deliberate and gradual, unless survival demands otherwise. Personally, I’ve learned the importance of managing stress through meditation and sports. Early in my career, I faced stress-related health issues, which forced me to develop strategies to maintain balance and focus. These practices help me stay calm, strategic, and effective—no matter the challenge. One book I highly recommend is The Spirit of Kaizen by Robert Maurer—a great resource on the power of small, continuous improvements in business and life.

Final thoughts: Fall in love with change

Agile finance leadership isn’t just about hitting short-term targets—it’s about creating sustainable frameworks for long-term success.
By embracing change, investing in technology and people, and focusing on value creation, CFOs can navigate uncertainty and drive lasting financial growth. As I often say: "Fall in love with change." Because in finance—and in business—it’s the only constant.

The Author

Lior Maza

CFO of Priority Software

With a career spanning venture-backed startups and high-growth tech companies, Lior has built deep expertise in financial agility, SaaS transformation, and data-driven decision-making. At Priority Software, he plays a key role in driving the company’s transition from traditional licensing to SaaS, focusing on metrics like recurring revenue, customer retention, and profitability. Lior is passionate about leveraging AI and automation in finance, fostering talent, and embracing change as a catalyst for sustainable growth.