Camouflet was built to evolve, to push boundaries, to meet challenges head-on. Its founder, Jeff Radwell, has always embodied that same forward momentum. Now, faced with a late-stage cancer diagnosis, he is making one of the hardest decisions of his career, stepping away from the company he founded and built from the ground up.
Stepping into the role of acting CEO, Anna Vorobyov brings deep operational and technical expertise and a clear vision for the future. Having played a critical role in Camouflet’s expansion, she is well-positioned to continue its trajectory, ensuring the company remains at the forefront of AI-driven pricing solutions.
Radwell’s impact on Camouflet is undeniable as he leaves behind a legacy of innovation and ambition. Under his leadership, Camouflet pioneered the first embedded AI-driven dynamic pricing platform, securing $3M in seed funding and a $12M Series A. He led the company to an $80M valuation, obtained five patents, and propelled Camouflet to $425K in annual recurring revenue (ARR) with ten enterprise clients in just six months, achieving an extraordinary 56.7% month-over-month growth.
In a candid conversation with TechBullion, Radwell reflected on what it means to step away, the weight of leadership, and the unexpected ways support, or absence, can define life’s pivotal moments. “I’ve always been someone who prefers to handle things on my own. And for the most part, I still do. But stepping back from Camouflet, facing my health challenges, it’s forced me to let people in. Not everyone, just the right ones. And I’ve learned those who truly belong in your life will show up, without being asked."
He spoke candidly about how moments like this reveal who people truly are. “You don’t always know who people really are until they’re faced with something uncomfortable, something they can’t fix, control, or escape. And when that moment comes, some people disappear. Others prove themselves. And you don’t chase the ones who leave. Because if someone can’t stand beside you when things are hard, then their presence when things are easy was never real to begin with."
Though stepping away from day-to-day leadership at Camouflet, Radwell is not stepping away from the work that defines him. “I’ve stepped away from Camouflet, but that doesn’t mean I’ve stopped building. This has given me space to focus on things I’ve put off for too long. Endings aren’t really endings. They just clear space for what’s next. And when you stop looking back, you realize you haven’t lost anything at all."
Jeff remains a voice of influence within Camouflet. He has always believed that a strong company is one that can thrive beyond its founder, and this transition reflects that philosophy. “It’s never easy to step away from something you built, but sometimes reality makes the decision for you,” Jeff shared in a recent conversation with journalist Sarah Burris. “Camouflet deserves leadership that is fully present, fully engaged. And at this moment, that isn’t me. Accepting that wasn’t about letting go, it was about seeing things clearly.”
As he turns his focus to his health and new projects, Jeff remains unwavering in his belief in Camouflet’s strength. “When you build something from nothing, it’s easy to believe you’re the only one who can carry it forward. But I dedicated everything to making sure Camouflet wasn’t dependent on me. If you do it right, stepping back doesn’t mean collapse, it means you built something strong enough to stand on its own. That’s how you know you’ve done your job.”
That confidence extends beyond Camouflet and is shaping the way he approaches this next chapter. “I'm actually taking this interview from Tokyo, which has always been a dream destination for me. It hasn't disappointed. We've been staying at Frank Lloyd Wright's Imperial Hotel, a masterpiece of architecture with its geometric detailing and Oya stone which create this striking blend of modernist design and organic harmony, one that embodies the Japanese spirit. I consider it one of Wright’s most distinctive international works. We leave Tokyo tomorrow for Chūbu. More travel is high on my agenda!" After relentless building, he’s now allowing himself the space to move forward on his own terms.
“Strength isn’t about pretending things don’t affect you,” he said. “It’s about knowing that they do, and moving forward anyway. Some people crack under pressure. Some people disappear. That’s not me.”
Radwell, long been known for his composure and steadiness under pressure, also opened up about how he has found balance amid the demands of both his diagnosis and leading a high-growth startup.
“I don’t know if anyone in this position ever finds balance, but I carve out moments of stillness where I can. Music has been one of those for me. I’m generally a grounded man, not easily rattled." He recalled a formative moment in his teenage years, “When I was sixteen, my aunt took me to see the Broadway revival of Sweeney Todd, with Patti LuPone as Mrs. Lovett. That deepened my appreciation for music and theatre in a way that’s stuck."
Radwell sees music not just as a refuge but as a way to navigate change, to hold both chaos and clarity in the same breath. “There’s something about Sondheim, the way his music carries emotion and tension, that has always resonated with me," he said. “His work never shies away from complexity, it embraces it, turns it into something honest." That perspective has stayed with him, shaping how he approaches both leadership and transition. “Sondheim actually went to the George School, which is where I went, so there’s a bit of that connection too. But beyond that, his music reminds me that change isn’t just loss. It’s movement. It’s dissonance resolving into something new."
Reflecting on this new chapter, Jeff remains focused on the future. “I’ll always be invested in what Camouflet becomes, just in a different way. And I’ll keep turning to the things that have always brought me stability, music included."
Camouflet moves forward, not just with gratitude for Jeff’s leadership, but with confidence in the foundation he built. His influence will remain embedded in the company’s DNA, shaping its path long after his tenure. “You don’t rewrite the past, you don’t reshape people into something they weren’t,” Jeff said. “You just move forward. And the right things, the things that are meant to be there, they stay. The rest fades.”
Always moving forward,
The Camouflet Team
About Camouflet
Camouflet, a Los Angeles technology company, is the first embedded dynamic pricing platform to offer a suite of real-time AI-driven pricing solutions. Our mission is to equip clients with advanced pricing tools that fuel success in today’s fast-paced market, enabling businesses to capture demand, optimize profitability, and gain a competitive edge. By driving technological progress, scaling globally, and championing diversity, Camouflet is redefining industry standards.
As an LGBTQ+ founded and led business, Camouflet takes pride in our commitment to fostering inclusivity, diversity, and innovation. Established in 2024 by Jeff Radwell, the company offers modular and embedded technology to deliver tailored solutions that empower businesses across industries to maximize profitability and maintain a competitive edge. With cutting-edge, real-time dynamic pricing tools designed to enhance profitability and competitiveness, Camouflet is redefining the landscape of pricing innovation. As an LGBTQ+ led organization, Camouflet is dedicated to championing representation in the technology space and inspiring others to embrace the power of diversity as a catalyst for driving meaningful change.