The Benetrends Vice Chairman and CEO Promotes and Protects Franchise Business Model
Rocco Fiorentino, the vice chairman and CEO of Benetrends Financial, has been elected to the International Franchise Association Board of Directors. Fiorentino begins his three-year term on the board at the 2025 IFA annual convention, joining a group of 15 franchise leaders dedicated to promoting and supporting the franchise business model. His induction further solidifies Benetrends’ standing as a trusted funding solutions provider within the franchise community.
Fiorentino said he is excited about the opportunity to bring franchising to a whole new level. “Technology is coming as fast as anything I’ve ever seen, allowing our industry to elevate what it does,” he said. “The IFA is able to help many brands continue to grow. I feel complete when I am able to participate at a high level with the IFA because it allows me to be more involved in the industry as a whole.”
Fiorentino said the relationship between Benetrends and the IFA allows him to have access to almost every one of the IFA’s members. “I believe that the collaboration between the IFA and Benetrends can really assist and help all of the members of the IFA,” he said. “Together, we can help them achieve their goals. We don’t just teach, but we learn, as well, and in return, we become a better supplier for learning through our partners and clients.”
Matt Haller, president and CEO of IFA, said he is excited to see Fiorentino play an even bigger role in the organization. “IFA’s volunteer leadership is integral in driving the association and our mission forward at a pivotal time for franchising,” Haller said. “Rocco’s expertise and experience in franchising will help take the association to new levels so we can further support our members and the opportunities they create in local communities. These new directors bring unique contributions and perspectives, and we look forward to the leadership they will provide to the entire franchise community and the millions of people it serves in the years ahead.”
Franchising Veteran
During the course of his career, Fiorentino has been a franchisor, franchise owner and supplier. His introduction to franchising came when he was an area developer for Krispy Kreme. “What I love about franchising is that everyone is absolutely willing to help each other regardless of the category and there really aren’t competitors. I’ve never been anywhere like it – everyone shares; it’s just amazing. People are willing and giving regardless of where you are.”
Fiorentino serves on several prestigious boards, including the Executive Board of Advisors for The Multi-Unit Franchise Conference, the Titus Center for Franchising at Palm Beach Atlantic University and Locate AI, a San Francisco-based real estate technology firm. Additionally, he joined the board of directors for the YUM Center for Franchising at the University of Louisville in 2024.
Fiorentino’s academic credentials include a master’s degree in management with an emphasis on leadership from the Richard D. Irwin Graduate School of the American College. He also holds the Certified Franchise Executive (CFE) certification awarded by the Board of Governors of the IFA.
About Benetrends Financial
With 40-plus years of expertise in funding entrepreneurial ventures, Benetrends empowers franchisees through innovative financial solutions, including 401(k) rollovers, SBA loans and more.
About the International Franchise Association
The IFA is the world’s oldest and largest organization representing franchising worldwide. The organization works through its government relations and public policy, media relations and educational programs to protect, enhance and promote franchising. IFA members include franchise brands in 300-plus different business format categories, individual franchisees and supplier companies.
