Provi names Matthew Tucker as Chief Executive Officer. Veteran hospitality technology leader who helped scale Olo and Tock joins Provi to lead its next phase of growth. Oct 15, 2026. NEW YORK-(BUSINESS WIRE)-Provi, the leading B2B digital platform for the beverage alcohol industry, today announced the appointment of Matthew Tucker as its Chief Executive Officer. Mr. Tucker brings significant experience scaling hospitality technology companies, including Olo and Tock, into industry-leading platforms, and will be responsible for shaping Provi's strategy to drive innovation and efficiency and better serve a fragmented industry. Tucker will succeed founder Taylor Katzman, who will remain on the Board of Directors as Executive Chairman. "Provi is transforming the way the beverage alcohol industry does business, and we see tremendous potential to further accelerate that momentum," said Kent Bennett, Partner at Bessemer Venture Partners, an investor in Provi. "Matt brings a unique combination of marketplace, hospitality, and SaaS leadership experience, along with a proven ability to scale high-growth organizations. As we continue expanding Provi's platform and strengthening connections across the three-tier ecosystem, we could not be happier to have Matt at the helm to drive our next phase of innovation and growth." Mr. Tucker brings more than 20 years of leadership experience across restaurant and hospitality technology, e-commerce, and SaaS. Most recently, as Head of Tock, he led the company's expansion into a leading restaurant reservation platform, culminating in its acquisition by American Express, where he subsequently served as Chief Commercial Officer. Previously, Mr. Tucker spent nearly nine years as President and Chief Operating Officer of Olo, helping transform the company from a 10-person startup into a 700-plus-employee public company, including guiding its successful IPO in 2021. "After spending much of my career building technology for restaurants and hospitality operators, I was drawn to Provi because it is built on the same operator-first mindset and leverages technology to solve a fragmentation challenge across a key vertical in hospitality," said Mr. Tucker. "With a strong foundation, an exceptional team, and deep relationships across all three tiers of the beverage alcohol supply chain, we have a tremendous opportunity to create even greater value for our customers and partners through more efficient technology that simplifies and streamlines all parts of the alcohol purchasing process." As Provi enters its next phase of growth under Tucker's leadership, the company remains focused on simplifying the complex beverage alcohol purchasing process for bars, restaurants, and retailers, and building better tools and products for distributors and distributor sales representatives. Serving as a neutral platform that connects retailers, distributors, and suppliers, Provi brings together product discovery, distributor catalogs, sales rep information, and order planning tools in one place. This enables the company to help operators make more informed purchasing decisions while preserving the relationships that are essential to the industry. Built over the last decade, Provi has established a national network of more than 1,400 distributor partners, nearly 50,000 active retailers, and over 1.4 million products nationwide. Backed by leading investors including Bessemer Venture Partners, D1 Capital, and Tiger Global, the company is uniquely positioned to help modernize one of the largest and most relationship-driven sectors of commerce.

Provi, a B2B digital platform for the beverage alcohol industry, has named Matthew Tucker as chief executive officer. He succeeds founder Taylor Katzman, who stays on the board as executive chairman. Tucker has more than 20 years of experience in hospitality technology, e-commerce, and SaaS. He most recently led Tock, which American Express acquired, and then served there as chief commercial officer. Before that, he spent nearly nine years as president and chief operating officer of Olo, helping grow it from 10 people to more than 700 and guiding its 2021 IPO. Provi connects retailers, distributors, and suppliers. It has more than 1,400 distributor partners, nearly 50,000 active retailers, and over 1.4 million products. Investors include Bessemer Venture Partners, D1 Capital, and Tiger Global.

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