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01. Financial Strategy & Planning

We invest time to understand your company’s market and product to create a financial budget and operating model that enables proven and experimental growth. This includes accounting for business cash needs, future fundability and sparring on go-to-market strategy. We guide a business to measure what matters by setting up reporting used to make decisions and to communicate with internal and external stakeholders.

Item No.

02. Growth Capital Advisory

The software companies and entrepreneurs we work with require financial capital beyond paying customers in order to build a global industry leader. We provide independent advice on all forms of financial capital and support your fundraising process.

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03. Shareholder Management

Forming a Board and managing multiple stakeholders can be a job in itself. We help create a balanced and diverse Board through recruiting seasoned operators and industry experts as additional Board participants. We also offer guidance with investor communication, including preparing for Board meetings and the hands-on work that happens in between.

I am no longer sure whether my Board is providing the best advice for our business or their ability to raise the next fund

FinnishScaleup Founder

Having been an early employee of two successful, high growth software businesses, I know the value an experienced, strategic CFO brings compared to someone who is learning as they go

Estonianstartup founder

The CFO for a B2B software scale up needs to understand modern day sales and marketing, and the alignment required between product and commercial. It’s time consuming to educate yourself on all of this, while also implementing tools and systems that scale, hiring people to recruit, train, and manage culture, dealing with contracts and employees all at the same time.

Danishscaleup CFO & COO

The talent pool for CFOs who understand software, product and commercial strategy, investors, capital markets, M&A, as well as accounting yet are operational is practically non-existent. So you end up giving Controllers from big companies the ‘CFO’ title in order to incentivize them to join a startup or scaleup. They would benefit from a sparring partner who can support them to grow into the right-hand of the CEO.

Danishgrowth company CFO

I started working with the investor of our startup as a consultant and really enjoyed it. After a year, I got hired as the CFO and eventually I also became the CPO as well - we need to ensure there is alignment between our product and go-to market strategy.

Dutchstartup CFO & CPO

Team

Finance Guru

Joyce Mackenzie

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts.

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth.
Art Director

Daniel Wilson

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts.

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth.
Finance Guru

Joyce Mackenzie

Short Bio

Joyce Mackenzie Liu is the Founder of Pegafund. She is excited by talented and global-minded software entrepreneurs and their businesses. Joyce has spent over a decade in the Financial Services and Technology sectors as an advisor, investor, and board member with a focus on European and US software companies since 2012. Prior to Pegafund, she was a venture and early growth investor at Columbia Lake Partners, a Bessemer-backed European debt fund, and Dawn Capital, London-based B2B Software and FinTech equity fund. Prior to moving across the Atlantic, she worked as a late growth and buyout credit investor at Ares Capital (NASDAQ: ARCC) in Los Angeles and investment banker at J.P. Morgan (NYSE: JPM) in New York.
Art Director

Daniel Wilson

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts.

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth.
Finance Guru

Joyce Mackenzie

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts.

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth.
Art Director

Daniel Wilson

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts.

Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth.

Upcoming events

May 24
Massey Hall
Toronto, ON
May 28
Electric Factory
Philadelphia, PA
June 12
Manhattan Center
New York, NY
June 25
BB&T Pavilion
Camden, NJ
July 02
Aragon Ballroom
Chicago, IL
July 08
WaMu Theater
Seattle, WA
July 15
Fox Theater
Oakland, CA
July 21
Shrine Expo Hall
Los Angeles