Camouflet, a Los Angeles-based AI software company, has always thrived on evolution, embracing change with the same determination that defined its founding. Now, that philosophy takes on new meaning as Jeff Radwell, the company’s founder, steps away from his role as CEO following a late-stage cancer diagnosis. This decision marks one of the most significant transitions in the company’s history, but one that Radwell has ensured will not derail the momentum he built.
Stepping into the role of interim CEO, Anna Vorobyov brings a wealth of experience in operational strategy and technological development. An MIT-trained software engineer with a sharp business mind, she also holds an MBA from Stanford Graduate School of Business. Her deep industry expertise, particularly from her tenure at IBM, a key partner in Camouflet’s hardware expansion, positions her to navigate the company’s next growth phase. Having played a critical role in Camouflet’s rapid ascent, she is well-equipped to steer it forward, ensuring it remains at the forefront of AI-powered pricing solutions.
“When you build something from the ground up, it’s easy to believe you’re the only one who can keep it moving forward. But the real measure of success is creating something strong enough to stand without you. If you’ve done it right, stepping back isn’t an ending—it’s proof of what you’ve built,” Radwell said. He spoke candidly about his departure, reflecting on the delicate balance between personal challenges and professional responsibilities.
Under Radwell’s leadership, Camouflet transformed from a bold idea into a pioneering force in AI-driven pricing technology. He launched the development as the first embedded dynamic pricing platform, secured $3 million in seed funding, and led a $12 million Series A round. The company’s valuation reached $80 million, with five patents granted and a rapid revenue increase to $425,000 ARR across ten enterprise clients in just six months, achieving an impressive 56.7% month-over-month growth.
In an interview with TechBullion, Radwell reflected on the weight of stepping away. “I’ve always handled things on my own, but this moment has pushed me to accept support from the right people. You learn quickly who truly belongs in your life, not everyone steps up when things get difficult, and that tells you all you need to know.” He spoke openly about how times of transition reveal people’s true nature. “Some people vanish when things get uncomfortable. Others prove they were always meant to be there. You don’t waste time chasing those who disappear. If they weren’t willing to stand by you when it mattered, their presence before was never real.”
Despite stepping down from his executive role, Radwell remains deeply invested in the work that drives him. “Leaving Camouflet doesn’t mean I’ve stopped building. It just means I finally have the space to focus on the things I’ve put off. I have a lot to look forward to, plenty of projects, both personal and professional. Even though I’ll be focusing on my health, I’ll need something to keep busy.” He laughed at this. “The people close to me can confirm I’m always working on something. Endings are rarely what they seem, they just make room for something new.” He’s taking this shift as an opportunity for personal exploration, speaking from Tokyo, where he’s been traveling with friends. “Visiting Japan has been a lifelong dream. We’ve been staying at Frank Lloyd Wright’s Imperial Hotel, a remarkable blend of modernist design and organic harmony. It’s one of Weight’s most distinct international works, and it feels fitting to experience it now, as I take this step into a new phase of my life.”
His philosophy of leadership has always centred on building something that can thrive beyond its founder. “It’s never easy to step back, but sometimes reality decides for you. Camouflet needs a leader who is fully present, and fully engaged. Right now, that isn’t me. Accepting that isn’t letting go, it’s seeing things for what they are.” Even in transition, Radwell maintains his confidence in the company’s future. “When you build something that lasts, you don’t have to be there for every moment of its success. The foundation holds.”
Radwell, known for his composure in the face of chaos, also shared how he has found moments of steadiness amidst both his diagnosis and the demands of leading a high-growth company. “I don’t know if true balance exists for someone in my position, but I carve out stillness where I can. Music has always been an anchor for me.” A formative moment in his youth solidified this connection. “My aunt took me to see the Broadway revival of Sweeney Todd with Patti LuPone. It deepened my appreciation for music and theatre in a way that has never left me.” He sees music not just as an escape but as a way to navigate change, to find clarity within chaos. “Sondheim’s music captures complexity in a way that feels honest. His work doesn’t flatten emotions, it embraces them and turns them into something real. His music reminds me that change isn’t just loss. It’s movement. It’s dissonance resolving into something new. That perspective has stayed with me in leadership and life.”
Reflecting on this next chapter, he remains focused on what comes next. “I’ll always be invested in Camouflet’s future, just from a different vantage point. And I’ll keep turning to the things that have always kept me grounded, music included.”
Camouflet moves into this new phase with gratitude for Radwell’s leadership and confidence in the strength of what he built. His influence will remain tied to the company’s identity, shaping its path long after his departure as CEO. “You don’t rewrite the past, you don’t force people to be something they never were. You just move forward. And the things that are meant to last, they do. The rest fades away.”
