Dealnet Capital is a consumer finance company backed by its leading engagement platform. Our Company is growing to be a large originator, servicer and funder of consumer loans in select verticals. Our engagement platform provides process solutions that drive significant economies of scale for consumer finance origination and servicing. The company is headquartered in Toronto with offices across North America.

Our Leadership

<strong>Lawrence Krimker</strong>
Lawrence KrimkerChief Executive Officer
Lawrence Krimker has become one of North America’s most accomplished business leaders. As Chief Executive Officer of Simply Group, he has revolutionized the residential and commercial energy sector, successfully disrupting and transforming an industry that had grown complacent. Through strategic acquisitions, innovative business tactics, and the creation of a specialty financing model that has made high-efficiency energy appliances more affordable for homeowners and businesses, Lawrence has amassed over $1.45 billion in assets for his companies. Simply Group was born from Lawrence’s vision to change the way Canadians think about home comfort. In seven short years, the company, which started as Simply Green Home Services™, successfully expanded into the financing and lending sector, making Simply Group one of Canada’s largest non-bank suppliers of consumer credit. Lawrence continues to push the company forward with a strong focus on innovation and an unwavering commitment to building mutually beneficial relationships with its dealer network, OEMs, and consumers.
<strong>Sean Milne</strong>
Sean MilneChief Financial Officer
Sean Milne, CPA, joined Simply Group in 2018. He has been instrumental in driving the organization’s rapid growth through acquisitions by facilitating enhanced operational performance and fostering a strategy grounded in fiscal responsibility. He is responsible for helping to turn Simply Group into one of Canada’s largest non-bank suppliers of consumer credit with over $1.45 billion in total assets under management. Before joining Simply Group, Sean served as Vice President of Finance at Flexiti Financial, where he helped facilitate their high-profile acquisition of TD Bank’s Canadian private label credit card portfolio valued at $250 million. Prior to this, he was the Chief Financial Officer at M Partners Inc., an independent full-service investment banking organization. Starting in Business Valuations and Financial Advisory Services, Sean was promoted in less than a year to Chief Financial Officer, responsible for key corporate finance engagements including equity, debt financing, and other mandates.
<strong>Jerome Peeters</strong>
Jerome PeetersChief Operating Officer
Jerome Peeters is an accomplished business executive with over 22 years of Financial Industry experience leading business operations and transformation in various B2B and B2C organizations. With his entrepreneurial vision and disciplined data-driven approach, Jerome continuously propels growth and energizes organizations to drive results in changing environments. Prior to joining Simply Group in 2019, he was the Chief Operating Officer at Flexiti Financial, where he led the strategy and operational growth of the FinTech company. Jerome also previously served as Vice President of Operations and Client Services at Laurentian Bank and Senior Vice President of Marketing and Customer Experience for Sears Canada. Prior to this, Jerome played a pivotal role in the growth of President’s Choice Financial as Senior Director of Marketing and Change Management for this award-winning brand.
<strong>Joseph Krimker</strong>
Joseph KrimkerCo-founder, EVP, Strategic Partnerships and Business Development
As co-founder and Executive Vice President of Strategic Partnerships and Business Development, Joseph Krimker has played a critical role in building Simply Group to the entity it is today. After graduating from the Schulich School of Business in 2013, with a wealth of entrepreneurial experiences throughout his youth, Joseph joined his brother, Lawrence, to start Simply Green Home Services™. Due in part to Joseph’s incredible success in sales, the company exceeded $30 million in annual revenue in just the first three years of business. Today, Joseph is responsible for identifying new avenues of strategic growth for Simply Group, as well as maximizing the company’s operating performance.
<strong>Dr. Andrew Bowgen</strong>
Dr. Andrew BowgenChief Risk Officer
Joining Simply Group’s executive team in 2018, Andrew Bowgen, PhD, brings an exceptionally analytical eye—he holds a PhD in Comparative Physiology from the University of Cambridge—along with years of leadership experience from some of Canada’s top financial institutions. As Simply Group’s Chief Risk Officer, Andrew has played a critical role in the company’s strategic growth by effectively identifying, evaluating, and managing risk factors and opportunities. He is also responsible for laying the groundwork for Simply Group’s strong risk management framework and cultivating a sound risk culture across the organization. Before joining Simply Group, Andrew served as Director of Risk Strategy at Flexiti Financial, where he was responsible for mitigating exposure and building an environment of risk awareness across the organization. He also previously worked as a Senior Credit Risk Manager at Scotiabank and spent five years as a Senior Credit Risk Manager overseeing risk governance at JPMorgan Chase.
<strong>Barclay Morton</strong>
Barclay MortonSVP Sales and Marketing
Barclay leads all sales and marketing efforts with a focus on driving originations volume and growing the Dealnet home improvement dealer network. He brings more than 20 years of leadership experience with proven capabilities in business development, strategic planning, management and customer experience. Throughout his career, Barclay has held several senior positions in consumer finance, banking, and automotive finance with companies such as TD Auto Finance, Affirm Financial Services, Expedia Canada and Reynolds & Reynolds. Barclay holds a Bachelor of Commerce Degree (Hons., Management Economics) from the University of Guelph.
<strong>Peter Soon</strong>
Peter SoonSVP Operations
As SVP Operations at Dealnet, Peter Soon leads a highly skilled, deep in talent group of Operations team members committed to delivering the best dealer and customer experience. A goal-oriented leader with a unique combination of strategic and tactical acumen, Peter is a versatile, dynamic and results driven professional with more than 10 years of senior level experience within Credit & Debt, First & Third Party Contact Center Services, Customer Information Systems and Project Management. Throughout his career, Peter has helped companies in the Financial Services, Contact Center and Energy industries optimize and transform operational efficiency through proven best-in-class methodologies.