Wagepoint names Alexander Gonçalves as Chief Commercial Officer

Wagepoint has appointed Alexander Gonçalves as Chief Commercial Officer, adding a new commercial leadership role as the Canadian payroll software company expands its product range.

He will oversee sales, marketing, revenue operations and customer support, reporting to Chief Executive Officer Ben Richmond. He will also be responsible for expanding Wagepoint's reach among small businesses, accountants and bookkeepers in Canada.

The appointment follows a period of change at Wagepoint, which has recently refreshed its brand and launched two products, Timesheets and the My Wagepoint mobile app. It has also been adding staff across Canada as it looks to build on that expansion.

Richmond became Chief Executive Officer in 2025 after previously serving as Managing Director, North America at Xero. Since then, Wagepoint has been reshaping its leadership team while broadening its platform for small business customers.

Gonçalves brings more than 18 years of experience in HR technology and software. Most recently, he served as Senior Director & Country Manager for Canada at Rippling, where he established and expanded the company's Canadian operations.

Before Rippling, he held senior roles at Humi, Adlib and NEOGOV. Much of his career has been spent in payroll, HR and workforce management software businesses focused on the Canadian market.

Growth push

The appointment gives Wagepoint a senior executive focused on commercial functions as the company works to turn product investment into broader market growth. Payroll software providers serving small businesses in Canada face a competitive market shaped by demand for integrated tools, mobile access, and connections with accountants and bookkeepers.

More than 30,000 businesses, accountants and bookkeepers use Wagepoint's platform. Founded in 2012, the company focuses on payroll services for Canadian small businesses.

Richmond said the appointment comes at a significant moment for the business.

"Alexander strengthens our leadership team at an important point in our growth," said Ben Richmond, Chief Executive Officer, Wagepoint. "We've been building toward this moment -- one integrated platform, a clear growth strategy, and a leadership team to execute on it. He has deep expertise in the Canadian payroll and HR technology market, strong commercial instinct, and a proven track record of building teams that drive results. As we continue to invest in our product and expand our reach, he'll focus on scaling our go-to-market engine, strengthening partnerships, and connecting more small businesses with payroll that's simple, accurate, and built for Canada."

Market experience

The hire also brings in an executive with direct experience selling workforce and payroll software in Canada, where regulation and customer requirements can differ from other markets. Gonçalves' background includes working with small and medium-sized businesses from both payroll and accounting perspectives.

That experience may prove valuable as Wagepoint looks to grow not only among business owners but also within the accounting and bookkeeping community, which often influences payroll software decisions for smaller firms.

Gonçalves said Wagepoint's market position was a factor in his decision to join.

"Wagepoint has built something special -- a payroll platform Canadian small businesses genuinely trust and depend on every day," said Alexander Gonçalves, Chief Commercial Officer, Wagepoint. "I've spent my career helping high-growth technology companies scale in Canada, and what stood out to me about Wagepoint is the combination of a strong product, a loyal customer base, and a clear opportunity to scale. I'm excited to work alongside this team to help more businesses and partners across the country experience Wagepoint."