Daron Kanoa

Daron Kanoa grew up in the family business on the Island of Hawaii before setting off for “the Mainland”. Twenty-five years in New York City saw him managing risk for a major international not-for-profit, handling seven- and eight-figure claims, and striking deals with some of the biggest financial corporations in the world; companies that—on paper, at least—held all the cards.

That was where he learned one of the most critical lessons of his business life: “Everything is negotiable”.

In 2010 he returned home and set out to help companies just like his father’s: entrepreneurial businesses that were spending more than they needed to on avoidable expenses.

Focusing on their financial costs, he quickly realised that the single greatest point of leverage was in the cost of processing credit card payments, where he identified an opportunity that other expense reduction companies had missed.

That opportunity underpins the system he sets out in his (bestselling) book “Interchange Madness: How to Save Thousands On Your Credit Card Merchant Fees Without Changing Processors”. Daron’s company Pacific Whitecap LLC (www.pacificwhitecap.com) consistently helps businesses save an average of more than $40,000 each year in merchant fees, without needing to change their card processor.