Geoff Surkamer

Chief Executive Officer

Geoff Surkamer is the CEO of MSI, and focuses on strategy, execution, and leading functional teams with the goal of growing and scaling the company. He has been building and leading global teams in the software industry for nearly three decades. With a relentless passion for growing revenues, developing teams, building awesome cultures, and leading change, Geoff’s simple approach to any interaction is always based on the same principle—transparency creates trust. He holds an undergraduate degree in political science from Colorado State University, a master’s degree in international business from Lake Forest Graduate School of Management, and an EU fellowship from Cambridge University.

When Geoff is not hyper-focused on work, he spends time outdoors with family (wife and three kids) and friends on a beach in Mexico, a lake in Northern Michigan or the slopes of the Rocky Mountains.


Craig Summers

Chief Financial Officer

Craig Summers is the CFO of MSI. Craig has over 20 years of experience in finance and accounting, including over 15 years in management at both mid-sized companies and Fortune 100 companies. His customer-centered approach has led to success in streamlining processes, while maintaining strong controls. He holds a bachelor’s degree in finance from the University of Illinois at Urbana-Champaign and an MBA from the University of Chicago Booth School of Business.

Craig spends his free time with his wife and four children and enjoys hiking and camping, especially in the great state of Wisconsin.


John Heinen

Chief Technology Officer

John Heinen is the CTO of MSI, with a focus on delivering a robust product and technology platform that its customers can rely on. He has spent his career working on all aspects of software technology for products as well as business operations.

John started his career at GE, where he spent more than two decades in product development and IT. Following his time at GE, John held executive roles in transforming growing mid-sized companies. He has a BS in Computer Science from the University of Minnesota and an MS in Computer Science from the University of Wisconsin-Milwaukee.

Outside of work, John is passionate about spending time with his family and being outside – where you will find him staying fit running and training for triathlons, or camping, hiking, and skiing in all seasons.


Naomi Corrie

Vice President of Delivery

Naomi Corrie is vice president of Delivery at MSI where she directs the Customer Success, Technical Support, Solution Consulting, and Project Management teams. She has over a decade of experience delivering and managing software and enterprise IT solutions. Prior to joining MSI, Naomi gained valuable expertise in her role as service delivery leader where she drove Customer Support and Success operations at HP Enterprise Services. During her time at HP, she managed large-scale delivery implementations for military installations across the Southwestern US. Naomi joined MSI in 2016, where she initially successfully led the Customer Support and Account Management teams to drive higher client retention, success, and growth. A driving factor for Naomi’s success is that everyone in her team excels in their performance and achieves their goals.

Naomi earned a B.S. in Computer Information Systems from Northern Arizona University.


joe richlen

Joe Richlen

Vice President of Sales

Joe Richlen leads the company’s sales and corporate business development strategy. Joe brings 15 years of SaaS experience from Silicon Valley Processes to Midwestern work ethic values to MSI. Previously, as the VP of Sales in the InsureTech and HRTech space he helped take several firms into the next evolution of their growth. Focused on a customer-centric mentality to create lasting and mutually beneficial partnerships is his charter. As a builder of rapid and high growth teams he prides himself on enabling his teams’ to never lose focus on where we help our customers continue to grow together. If he isn’t hunkered in the office contemplating long term strategy to scale the organization, you’ll find him enjoying the outdoors, at a Grateful Dead cover band show, or spending time with his wife and pugs! 


Paige Vazquez

Director of People and Culture

Paige Vazquez is the Director of People & Culture charged with leading all Human Resource efforts at MSI. Her primary focus is to ensure our most valuable asset thrives – our people. Emerging from the HR consulting industry, Paige is excited to shift her focus from supporting a diverse portfolio of clients across varying industries to being laser focused on the people and culture of MSI. Paige graduated from UW-Milwaukee with a degree in Human Resource Management and maintains a Society for Human Resource Management Certified Professional accreditation.

When she’s not thinking of new ways to prepare potato dishes, she likes to spend quality time with her husband, two dogs and close family.


Mike Pandl

Senior Vice President of Marketing

Mike Pandl is the Senior VP of Marketing for MSI. He has over 15 years of software industry marketing experience, where he has been responsible for performing and managing demand generation, business development, channel partnerships, account management, product marketing, sales enablement, campaigns and other programs. Mike holds a Bachelor of Science in Marketing from Franciscan University.

In his spare time, Mike enjoys spending time with his family, playing ultimate frisbee and Milwaukee Bucks basketball.




Ben Felda

Director of Web Development

As the Director of Web Development at MSI, Ben Felda strives to deliver quality software through continuous communication, reflection, and adaptation. Ben has more than two decades of software development experience and specializes in user experience design and agile software methodologies. He supports the local developer community, often presenting at conferences around the Midwest. Ben holds a degree in electronic technology from Waukesha County Technical College, where he was introduced to software development. Since then, he has achieved numerous certifications in agile development, visual design, and various software languages.

Zach Eder

Manager of Sales Operations

Zach Eder is the Manager of Revenue Operations for MSI. Zach has over 3 years of sales development experience, and has managed all functions of this area since its inception at MSI. He is responsible for the development, training, and hiring of the sales development team in addition to reporting and analyzing the effectiveness of the sales team’s operations. Zach graduated from the University of Wisconsin – Eau Claire with a BA in Marketing and an emphasis in Business Communications.

In his free time Zach enjoys cheering on Wisconsin based sports teams and exercising outdoors.

Jake McDonald

Manager of Customer Support

Jake McDonald is manager of MSI’s Customer Support Engineering team. He started at MSI in 2018 as a Project Lead/Solutions Consultant specializing in the Sage and QuickBooks ERP integrations. Jake has nearly a decade of experience working within Milwaukee’s software industry, including providing customer support across various software solutions and industries, building web-based instructional design curriculum, leading implementation projects from post-sale to go live, and acting as a company wide SME on ERP integrations. Jake McDonald earned his B.S. in Communications at UW-Milwaukee.

In his spare time, Jake enjoys spending time with his family going on hikes, camping, cooking and rooting on our teams, the Milwaukee Brewers, Bucks and the Green Bay Packers!

Heidi Hoelzlhammer

Manager of Professional Services

Heidi Hoelzlhammer is Manager of Professional Services at MSI where she directs the Project Management Team. She has over 6 years’ experience in Project and Implementation Management delivering software solutions across multiple disciplines and industries. Prior to joining MSI, Heidi obtained expertise in efficient and effective implementation management at Corvisa and Campango. During the time spent at Corvisa and Campango, Heidi implemented and consulted with customers to deliver Call Center Software Solutions and Salesforce Products. Heidi joined MSI in 2016 as a Project Coordinator for the Technical Services Team adding valued structure for Vista integrated implementations and created numerous process documentation. Heidi has implemented over 60 successful customer implementations while at MSI, adding to her success for driving the Project Management Team.

Board of Directors

Hollie Haynes

Hollie Moore Haynes is the Founder and Managing Partner of Luminate Capital Partners and is based in San Francisco, CA. Prior to founding Luminate, Hollie focused on software private equity investing at Silver Lake. Earlier in her career she worked in private equity at Hellman & Friedman and in investment banking at Morgan Stanley & Co. She graduated from Harvard University with an A.B. in Economics and received an M.B.A. from the Stanford University Graduate School of Business.

Hollie serves on the boards of Luminate’s companies.

Mark Pierce

Mark Pierce is an Operating Partner at Luminate Capital Partners and is based in San Francisco, CA. Prior to Luminate, Mark was CEO of MarketLive, an eCommerce software platform provider.  Mark previously led PRA, an application development and consulting firm focused on the retail sector, and was an EVP at marchFIRST.  Earlier in his career, Mark was a Partner at Prophet Brand Strategy and an executive at Accenture and Procter and Gamble. Mark received his B.S. in Mechanical Engineering from California Polytechnic State University at San Luis Obispo, and an M.B.A. from Saint Mary’s College.

Mark serves on the board of LiquidFrameworks, Comply365, Conexiom, and MSI Data.

Chris Murphy

Chris Murphy is an Operating Partner at Luminate Capital Partners and is based in Atlanta, GA. Prior to Luminate, Chris served as the Chief Revenue Officer of BlackLine, where he led the go to market team in revenue growth from $40M to more than $200M in 4 years and helped lead the company through a successful IPO. Chris also spent 10 years at Infor where he was a cross functional executive and played a key role as the company grew from $130M to over $2B in sales and became the 3rd largest application software company. Chris held previous leadership positions in other companies including Platinum Technology, divine, inc, Information Resources Inc. and Melita International. He received his undergraduate education from the University of South Carolina and has an MBA from DePaul University.

Chris serves on the boards of Oversight Systems, AMTdirect and Thought Industries.

andrew baldwin

Andrew Baldwin

Andrew Baldwin is a Partner at Luminate Capital Partners and is based in San Francisco, CA. Prior to Luminate, Andrew focused on venture debt and venture equity investing at Western Technology Investment (WTI). Earlier in his career, he worked in private equity at BDT Capital Partners and in the Bank Debt Portfolio Group at Goldman, Sachs & Co. He graduated from Indiana University with an B.S. in Finance and received an M.B.A. from the Stanford University Graduate School of Business.

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