SERVE FIRST - Key Persons


Alissa Purdom

Job Titles:
  • Boarding Specialist

Andrew Westlund

Job Titles:
  • National Director of Sales

Brett Jacks

Job Titles:
  • Director of Business Development
Since joining Serve First Solutions in 2009 Brett has been an integral part of the team and the company's growth. He is responsible for building relationships with referral partners and banks while managing a book of business of his own. Brett was born and raised in Manhattan Beach, California and attended The University of Southern California where he majored in Political Science with a minor in Business Administration. Brett and his wife Claire have two kids together and enjoy travelling to new places and spending time with family!

Liz Valencia

Job Titles:
  • Senior Operations Coordinator

Matthew Greco

Job Titles:
  • Chief Revenue Officer
  • Partner
Along with Robert, Matthew joined the Serve First team in 2008 and has been focused on New Business Development, Referral Partnerships as well as the marketing and branding aspects of their business. Since leaving J.P. Morgan Chase Bank and launching Serve First's B2B sales team, Matthew has used his industry knowledge and expertise to develop value added business relationships for the firm and grow its footprint within the financial services industry. Matthew is also very active in his community through several philanthropic and social associations and currently sits on the Orange County board of Gen Next as its Vice Chair, is a founding member of Chapman 50 and is a Vice President on the International Board of Directors for the Pi Kappa Alpha Fraternity. Matthew earned his Bachelor of Science degree in Business Administration along with a minor in University Honors while being a starter on the Varsity Football Team at Chapman University. Matthew and his wife have two sons together and enjoy traveling and exploring new restaurants to find the latest and greatest cuisine in their area.

Robert Beaton - President

Job Titles:
  • Partner
  • President
As President, Robert heads the service and operations side of the business, with a special focus on building an operations team that delivers first in class customer service to each and every client. He is also responsible for the financial health of the business, including profitability, forecasting and fiscal management. Robert is regarded as a leader in the payments industry, and has been one of a handful of individuals selected to sit on the First Data Partners Solutions Advisory Council for the last several years. Robert spends most of his free time with his wife and 3 children and also enjoys traveling and playing golf. He also enjoys volunteering as an advisor on the Pike Alumni Advisory Board at Chapman University.

Robert Curry

Job Titles:
  • Founding Partner
  • Member of the Board
Rob was previously Vice President of First Union Small Business Capital (formerly The Money Store), where he managed a national network of nine regional offices and was responsible for maximizing division profit and building relationships with franchisors nationwide. Robert has an extensive background in business operations, franchising as well M&A. His interests include active participation in the Young President's Organization (YPO) and Vistage. He previously served as the chapter president of the Saint Vincent De Paul Society and served on the Board of Directors of The Covenant House - Los Angeles.

Steven Dahlen

Job Titles:
  • Client Services Manager
Steven began his career in the payments industry over 10 years ago and has been with Serve First Solutions since September 2014. He has a vast industry knowledge collected from holding a variety of positions within the industry from sales and recruiting, to account deployment and customer service. Steven currently heads up the Customer Service team at Serve First Solutions managing his team and helping out wherever needed along the sales and onboarding process. Steven was born and raised in Orange County and spent most summers at the beach. When not working, Steven enjoys spending time with his wife Samantha and their 2 dogs, as well as playing disc golf most weekends.

William Martinez

Job Titles:
  • Inside Sales Team Lead