Table of Contents
- AdRoll ABM (formerly RollWorks) founders and financing at a glance
- Who is Aaron Bell?
- Who is Adam Berke?
- Who is Peter Krivkovich?
- Who is Valentino Volonghi?
- Who is Jared Kopf?
- Why the founders built AdRoll ABM (formerly RollWorks)
- What AdRoll ABM (formerly RollWorks) does
- What makes the founder thesis distinctive?
- AdRoll ABM (formerly RollWorks) financing and transaction history
- What the latest milestone was intended to change
- Founder and company timeline
- The founders' public thesis
- Strengths, risks and unresolved questions
- Evidence to watch over the next 12 to 18 months
- Frequently asked questions
Aaron Bell, Adam Berke, Peter Krivkovich, Valentino Volonghi and Jared Kopf founded AdRoll ABM (formerly RollWorks), the account-based advertising and b2b marketing platform business now serving b2b marketing, advertising, demand-generation and revenue teams. Aaron Bell is Co-founder and former CEO; Adam Berke is Co-founder and former president; Peter Krivkovich is Co-founder and former CEO; Valentino Volonghi is Co-founder and founding architect; Jared Kopf is Co-founder and former CEO.
The latest material financing milestone covered here is AdRoll brand consolidation, dated 2025-08-27. The relevant total is just over $90M reported equity plus $50M committed debt financing, labelled as RollWorks was consolidated into AdRoll as AdRoll ABM; this was a rebrand, not a financing round or acquisition. It is company-level capital or transaction value—not founder net worth.
Authentic AdRoll ABM (formerly RollWorks) website evidence captured on 21 July 2026.
AdRoll ABM (formerly RollWorks) founders and financing at a glance
| Field | Verified information |
|---|---|
| Founding team | Aaron Bell, Adam Berke, Peter Krivkovich, Valentino Volonghi and Jared Kopf |
| Current or documented roles | Aaron Bell: Co-founder and former CEO; Adam Berke: Co-founder and former president; Peter Krivkovich: Co-founder and former CEO; Valentino Volonghi: Co-founder and founding architect; Jared Kopf: Co-founder and former CEO |
| Company | AdRoll ABM (formerly RollWorks) — rollworks.com |
| Founded | 2006 |
| Headquarters or operating scope | San Francisco, California, United States |
| Product category | Account-based advertising and B2B marketing platform |
| Primary customer | B2B marketing, advertising, demand-generation and revenue teams |
| Latest financing milestone | AdRoll brand consolidation, 2025-08-27 |
| Total or transaction value | just over $90M reported equity plus $50M committed debt financing — RollWorks was consolidated into AdRoll as AdRoll ABM; this was a rebrand, not a financing round or acquisition |
| Public status | Privately held or part of an acquirer |
| Last verified | 21 July 2026 |
Who is Aaron Bell?
Aaron Bell is Co-founder and former CEO at AdRoll ABM (formerly RollWorks). Aaron Bell's role should be read in its current context: founder status is permanent, while executive responsibility can change as a company scales, lists publicly or is acquired.
Founder profile: Connect with Aaron Bell on LinkedIn.
AdRoll’s original team in official company photography.
In the founding team, Aaron Bell contributed to the combination of product judgment, technical execution and go-to-market work behind AdRoll ABM (formerly RollWorks). The public evidence does not justify claims about private ownership, personal wealth or undisclosed internal responsibilities.
Who is Adam Berke?
Adam Berke is Co-founder and former president at AdRoll ABM (formerly RollWorks). Adam Berke's role should be read in its current context: founder status is permanent, while executive responsibility can change as a company scales, lists publicly or is acquired.
Founder profile: Connect with Adam Berke on LinkedIn.
AdRoll’s original team in official company photography.
In the founding team, Adam Berke contributed to the combination of product judgment, technical execution and go-to-market work behind AdRoll ABM (formerly RollWorks). The public evidence does not justify claims about private ownership, personal wealth or undisclosed internal responsibilities.
Who is Peter Krivkovich?
Peter Krivkovich is Co-founder and former CEO at AdRoll ABM (formerly RollWorks). Peter Krivkovich's role should be read in its current context: founder status is permanent, while executive responsibility can change as a company scales, lists publicly or is acquired.
Founder profile: Connect with Peter Krivkovich on LinkedIn.
AdRoll’s original team in official company photography.
In the founding team, Peter Krivkovich contributed to the combination of product judgment, technical execution and go-to-market work behind AdRoll ABM (formerly RollWorks). The public evidence does not justify claims about private ownership, personal wealth or undisclosed internal responsibilities.
Who is Valentino Volonghi?
Valentino Volonghi is Co-founder and founding architect at AdRoll ABM (formerly RollWorks). Valentino Volonghi's role should be read in its current context: founder status is permanent, while executive responsibility can change as a company scales, lists publicly or is acquired.
Founder profile: Connect with Valentino Volonghi on LinkedIn.
AdRoll’s original team in official company photography.
In the founding team, Valentino Volonghi contributed to the combination of product judgment, technical execution and go-to-market work behind AdRoll ABM (formerly RollWorks). The public evidence does not justify claims about private ownership, personal wealth or undisclosed internal responsibilities.
Who is Jared Kopf?
Jared Kopf is Co-founder and former CEO at AdRoll ABM (formerly RollWorks). Jared Kopf's role should be read in its current context: founder status is permanent, while executive responsibility can change as a company scales, lists publicly or is acquired.
Founder profile: Connect with Jared Kopf on LinkedIn.
AdRoll’s original team in official company photography.
In the founding team, Jared Kopf contributed to the combination of product judgment, technical execution and go-to-market work behind AdRoll ABM (formerly RollWorks). The public evidence does not justify claims about private ownership, personal wealth or undisclosed internal responsibilities.
Why the founders built AdRoll ABM (formerly RollWorks)
Bell, Berke, Krivkovich, Volonghi and Kopf founded the business that became AdRoll and NextRoll to make data-driven advertising accessible beyond the largest internet companies. RollWorks later applied that infrastructure to B2B account targeting, and the product now operates as AdRoll ABM.
This is documented company history plus editorial assessment. It does not establish private motivations beyond what the founders and company have said publicly.
What AdRoll ABM (formerly RollWorks) does
AdRoll ABM combines account identification, intent and engagement signals, audience creation, cross-channel advertising and measurement for B2B teams. It uses the wider AdRoll advertising platform and NextRoll data infrastructure to coordinate acquisition and account-based programs.
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What makes the founder thesis distinctive?
RollWorks was launched as a NextRoll business unit rather than an independently founded company. In August 2025, NextRoll unified RollWorks and AdRoll under one AdRoll brand, with RollWorks becoming AdRoll ABM. This profile therefore documents the original AdRoll founding team and the product’s current identity.
Our assessment is that durable differentiation must show up in customer outcomes, workflow adoption, reliable data movement and lower operating cost—not only in feature count or AI branding.
AdRoll ABM (formerly RollWorks) financing and transaction history
| Announcement date | Round or instrument | Amount | Lead or named participants | Reported use | Evidence status |
|---|---|---|---|---|---|
| 2006–2013 | Early equity rounds | More than $20M reported | Accel, Foundation Capital, Merus Capital and investors | Build retargeting and advertising infrastructure | Reported |
| 21 April 2014 | Series C | $70M | Foundation Capital, Institutional Venture Partners and investors | International expansion and product development | Reported |
| 24 May 2023 | Committed financing | $50M debt | Capital IP | Support innovation across AdRoll and RollWorks | Company-confirmed |
| 27 August 2025 | Brand consolidation | Not a financing transaction | NextRoll and AdRoll | Unify AdRoll and RollWorks as one connected advertising platform | Company-confirmed |
| — | Current qualified figure | just over $90M reported equity plus $50M committed debt financing | — | — | RollWorks was consolidated into AdRoll as AdRoll ABM; this was a rebrand, not a financing round or acquisition |
The headline uses AdRoll brand consolidation because it is the clearest recent milestone in the verified record. Different instruments are not silently combined: acquisition consideration, IPO proceeds, primary funding and secondary liquidity have different meanings.
What the latest milestone was intended to change
Public statements connect the milestone to some combination of product investment, AI capability, geographic expansion, hiring, acquisitions or shareholder liquidity. Those plans are attributed intentions, not proof that each outcome occurred. Evidence should include shipped capabilities, adoption, retention, unit economics and customer results after the transaction.
Founder and company timeline
| Period | Milestone |
|---|---|
| 2006 | The five-person founding team launches the advertising company that became AdRoll. |
| 2014 | AdRoll raises a $70M Series C. |
| 2018 | NextRoll launches RollWorks as its B2B account-based marketing division. |
| May 2023 | NextRoll secures $50M in committed financing. |
| August 2025 | RollWorks is renamed AdRoll ABM as the company consolidates under one brand. |
The founders' public thesis
Across the available company history, the founders argue that customer data becomes valuable when operating teams can turn it into timely, coordinated action. The exact emphasis differs by company—category creation, accessibility, data ownership, real-time infrastructure or AI-assisted execution—but the test is similar: can a customer make better decisions without adding hidden complexity?
Strengths, risks and unresolved questions
Visible strengths
- A founding thesis attached to a recurring and measurable marketing workflow.
- Product history and financing evidence available from primary sources.
- A platform broad enough to influence data, orchestration and customer communication.
Material risks
- Advertising identity graphs and intent signals require consent, retention limits and auditable data provenance.
- Attribution and account engagement can be probabilistic and should not be treated as certain buyer intent.
- The financing figure combines reported parent-company equity with debt and is not RollWorks revenue or founder wealth.
Questions buyers and researchers should ask
- Which founder roles are current, and which describe historical service?
- How is incremental customer or revenue impact measured against a control?
- What data, consent, model and deliverability controls constrain automated action?
- Which transaction amounts were primary capital, secondary liquidity or acquisition consideration?
- What implementation resources are required before the platform produces reliable value?
Evidence to watch over the next 12 to 18 months
Watch for independently explainable retention and expansion, transparent AI evaluation, successful migrations, product delivery tied to the announced financing purpose and current executive-role disclosures. For public companies, filings provide a stronger operating signal than promotional customer counts alone. For private companies, future financing announcements should identify transaction composition clearly.
Frequently asked questions
Who founded AdRoll ABM (formerly RollWorks)?
AdRoll ABM (formerly RollWorks) was founded by Aaron Bell, Adam Berke, Peter Krivkovich, Valentino Volonghi and Jared Kopf.
What does AdRoll ABM (formerly RollWorks) do?
AdRoll ABM (formerly RollWorks) provides account-based advertising and b2b marketing platform capabilities for b2b marketing, advertising, demand-generation and revenue teams.
What is AdRoll ABM (formerly RollWorks)'s latest financing milestone?
The latest milestone verified for this profile is AdRoll brand consolidation, dated 2025-08-27.
How much funding has AdRoll ABM (formerly RollWorks) raised?
The qualified figure used here is just over $90M reported equity plus $50M committed debt financing. Its status is RollWorks was consolidated into AdRoll as AdRoll ABM; this was a rebrand, not a financing round or acquisition; it should not be interpreted as founder wealth.
What should buyers verify?
Buyers should test data integration, consent controls, measurement, implementation effort, support, exportability and the limits placed on automated or AI-generated actions.
Tolu S.
Associate Director
Evidence-led product reviews and founder profiles for search, marketing, authority, and AI visibility teams.
