10:27 AM EDT, 03/16/2026 (MT Newswires) -- LifeMD ( LFMD ) said Monday it has named Atul Kavthekar as its chief financial officer, effective immediately.

Kavthekar is replacing Marc Benathen, who is leaving to pursue another opportunity and will remain with LifeMD ( LFMD ) through March 31 to ensure a smooth transition, the company said.

LifeMD ( LFMD ) added it has appointed Chris Pisano as chief marketing officer to oversee the company's marketing organization, while Jessica Friedeman will assume the role of chief business officer.

Shares of the company rose nearly 15% in early Monday trading.

Price: 4.58, Change: +0.60, Percent Change: +15.13