CALGARY, Alberta – July 17th– Symend, the next-gen engagement platform transforming enterprise collections with the power of AI & Behavioral Science, announces the appointment of Tracy Huitika as Vice President of Engineering. Tracy joins Symend inspired by its unique mission and empathetic approach to debt recovery, driven by a vision to transform how organizations connect with their customers.
"What initially drew me to Symend was its innovative product and its mission that aligned with my principles," Tracy shared. "Like so many others, I’ve experienced the stress of traditional debt collection firsthand, and I’ve always believed there had to be a better way. Symend leverages technology and behavioral science to create a more compassionate, ethical approach—one that benefits both businesses and consumers. That commitment to empathy and integrity aligns perfectly with my values. But what truly sets Symend apart is the sophistication of its platform. Our technology doesn’t just automate engagement; it intelligently adapts in real time to each customer’s behavior. This unique application of AI and behavioral science is delivering outcomes for clients and their customers that simply aren’t possible anywhere else in the market."
Tracy’s passion for Symend’s mission is complemented by her deep expertise in leading high-performing teams in both fast-growing startups and large enterprises. As VP of Engineering at Beanworks, she spearheaded a comprehensive technology and data transformation that paved the way for the company’s $100M acquisition by Quadient. During her tenure at Unbounce, Tracy enhanced the data team’s impact by focusing on trust, usability, and strategic alignment with business goals. Throughout her career, she has rebuilt core SaaS platforms, modernized ERP systems, and led secure, compliant technology organizations. All while fostering a culture of empowerment and measurable success.
Hanif Joshaghani, Symend’s Co-Founder and CEO, emphasized the significance of Tracy’s appointment: “Tracy brings a rare combination of technical depth, strategic vision, and a proven ability to scale engineering organizations that deliver real business impact. Her leadership is exactly what Symend needs as we continue to build a world class platform and execute against an ambitious roadmap. Tracy’s focus on velocity and operational excellence will ensure we consistently push the boundaries of what’s possible, rapidly deliver new capabilities, and continuously increase ROI for our clients while improving the end customer experience.
Under Tracy’s leadership, Symend’s engineering team is accelerating innovation and pushing the boundaries of engagement optimization. Building on Symend’s foundation of more than eight years and over $150 million invested in refining its proprietary models, Tracy will ensure the platform continues to set the standard for intelligent, adaptive customer engagement. Her focus will be on continuously enhancing the platform’s capabilities, leveraging this significant investment to deliver AI-optimized engagement flows, and expand Symend’s product offering to not only resolve delinquency but also prevent it before it starts. “We’re not just using AI for innovation’s sake—we’re applying it to solve real problems, like reducing churn, increasing cure rates, and minimizing customer support calls. We’re focused on specific outcomes that matter to our customers and our business,” Tracy explained.
With Tracy at the helm, Symend’s engineering team is poised to accelerate platform optimalization, deepen customer impact, and strengthen its leadership in the market. This unwavering commitment to continuous improvement means clients benefit from a platform that is always advancing, delivering unmatched value, measurable outcomes, and a truly differentiated customer experience.
