Categories
Finance Private Capital Technology

The Definers Episode 11: Zombie Funds, Forensic Intelligence, and the Coming Transparency Reckoning in Private Markets

Trapped in aging vehicles, LPs are no longer relying solely on GP reporting to evaluate risk, valuation, and future outcomes. Investors are increasingly commissioning independent valuations, leveraging forensic intelligence tools, scrutinizing continuation fund transactions, evaluating fiduciary compliance, and working to approach GP negotiations with a new level of rigor. What began as an asset-performance issue is evolving into a broader conversation about transparency, governance, investor protection, and the future operating model of private markets.

At the same time, regulatory and legislative pressure is building. With alternative assets growing into a multi-trillion-dollar segment of the financial system and expanded access to private markets becoming a policy priority, questions surrounding valuation methodologies, portfolio smoothing, disclosure practices, and operational transparency are moving closer to the center of public policy discussions.

In this webinar, Michael Aronstein, Partner at Antiquity Capital, and Michael Halloran, founder of NES Financial and former CEO of JTC Americas, join Chris Gale, Co-Founder of Gale Strategies, for a timely discussion about how sophisticated investors are navigating zombie funds and why operational transparency may become one of the most important themes in private markets over the coming decade.

The discussion will connect three increasingly important questions: How are LPs independently evaluating aging private assets? How are technology and forensic intelligence reshaping private market oversight? What happens if transparency becomes an operational and regulatory expectation rather than a voluntary best practice? Disclaimer: For informational purposes only; not financial advice.

 

Chris Gale: Zombie Funds. Sounds like a horror movie title. Michael shared shared with me earlier that maybe zompires is is a better term. I think I saw some reporting from PitchBook recently. So these are vehicles, as we all know, that are functionally dead but still feeding off fees, and we might hear some better definitions to the course of of the minutes ahead.

So let’s use that at the doorway, and let’s get into the structural operational strategy questions, and we’re going to start with Michael Aronstein, and then as the course continues, you’re going to hear more from Michael Halloran, and if you don’t know Michael Aronstein, I really encourage you to look at Antiquity Capital. They do amazing work there, and you probably do know that he’s a veteran investor, former president CEO, chief investment officer at Market Field Asset Management. And Michael Halloran is founder of NES Financial, former CEO of JTC Americas, and develops has developed expertise that come from his Silicon Valley background that you’ll get to hear. Spends a fair amount of time in Washington DC even though he’s on the West Coast today getting up early for us, and has done quite a bit in developing technologies and processes for areas of investment like opportunity zones, EB-five, ten thirty one that can suffer from some degree of opacity and trying to bring them to the surface so you can see what’s going on, and you can imagine where this conversation is going to head today. Michael Aronstein, I don’t know if you would like to say some more about Antiquity Capital, but in addition to that, maybe you could set the stage for us about why are we talking about zombie funds in the first place today.

Michael Aronstein: Thank you, Chris. Just briefly on Antiquity Capital, we are more or less a forensic intelligence analysis and advisory firm that attempts to detangle the opacity and the other complexities that are inherent in the private markets. Both my partners, Scott Siemens, and I have fairly long histories of analytics. I’m much more on the macro side. Scott has been on the actual company analysis and funds analysis nitty gritty portion.

And so between the two of us, we… We’ve had a sneaking suspicion that something major has changed in the private markets for several years. And now I’ve been watching this for a long time. I knew David Spencer when he was first hired by Yale. I knew all the people at the investment committee there that actually hired him in, I think it was ’84.

And by then, I was I was well into my career on the strategy side at Merrill Lynch. Just hinting at how how old I am. I’m sure the video probably seconds that. But I have seen about seven or eight of these cycles, and they are all fairly similar in form, but the content varies, which is… That is what makes modeling them very, very difficult. You cannot look at the same sector time and time again and say this is where the problem is. It always moves, but the forms don’t really vary, and particularly when you get leverage involved.

And that’s kind of the key element here. You know, you have each cycle we’ve been through the last fifty years, there’s been some sector that’s really taken advantage of the availability of leverage. And it’s changed. You know, it was… When I got into business in the seventies, it was the energy sector.

If you had anything to do with energy, you could borrow any amount of money, and, you know, gold mining was was second in close pursuit. And then it went from there into the S and L land and development lending. And then you had the whole high yield era where if you were a friend of Drexel, you could borrow any conceivable amount of money. Then you went to Japan, etcetera. And I think for those of you who are younger than I am, which is a lot of the audience, Some of you might remember the whole cycle that unfolded, the big one between 2002 and 2008, which that was almost the apotheosis of a giant lending cycle.

And of course, the collateral was different. It was single family homes, which had never been tried as a generalized source of collateral. And this time, you know, it’s been since they got put in the penalty box for a long time, we weren’t gonna go through that whole subprime deal as long as the people who were there were still alive. We we had a new… When the Fed essentially made money free and began the helicopter money kind of episode, which I would say lasted from 2009, reached its absolute peak intensity in 2001 when you not only had the balance sheet of the Federal Reserve exploding, but rates were functionally zero.

And so all of that was a propellant behind this tremendous wave of private asset leveraged investing, which began in the 80s, had spectacular performance because so few people were doing it, and then became more and more popular. And then it was you know, the ’80s performance was not aided by the fact that you had zero interest rates. You had declining rates, but never got close to zero. So we had a very, very interesting conjunction of positives for that industry take place in the early 2000s. And you ask why now?

Why should we be concerned now? Well, you have two things. The sector became tremendously overpopulated. It was like most high fee, easily manipulated sector, very attractive to lots and lots of new participants who weren’t as skilled as the originals. And secondly, you had the perfect monetary environment, which three years later changed into something that was a lot less than perfect.

I was just revealing the Federal Reserve dot plot their expectations at the end of 2021. And for ‘twenty two, ‘twenty three, and ‘twenty four, rates were assumed to be between 1.82.5% with a long term ceiling of 2.5%. So surprise, surprise, that didn’t work out. And so in every one of these cycles, whenever you get a big rise in rates from the assumed level, you have to look around and say somebody’s going to get hurt by this. And you look and you try to point out, okay, what was the sector that benefited the most?

Where was the excess consumption of leverage and people who really took advantage of the opportunities? And again, it was clear in two thousand five, two six, seven you could just point to the mortgage market and single family homes. This time around, you, I think, have to point to the whole private asset complex. And the reason these things tend to last longer than anyone believes and tend to become more difficult is because it always occurs in a place that the general population isn’t familiar with. People didn’t know anything about subprime mortgages.

They didn’t know anything about that whole world of mortgage derivatives. People knew about single family homes. And today, very, very few people outside of professionals in the industry or advisors have any idea really of the whole matrix that involves private credit and private letter ratings and LDOs and buyouts and continuation funds. It’s very, very opaque. And you combine that with the fact that these are naturally opaque vehicles.

There’s very little in the way of a forcing mechanism that would make this resolve in the way that the public markets might have selling cascades, which is why the process of unwinding is so tedious. And it’s why it’s a topic that when people say, watch out for this, you could come back in two years and say, well, nothing much has happened. But under the surface, there’s quite a bit happening. And that, I think, I’ll stop talking now, which I will come back to that. But I’d like to give Michael a chance to comment a little bit about some of the structural aspects of the transition that’s taking place and why that’s maybe indicative of a stage that we’re reaching.

Chris Gale: And Michael, coming out of Silicon Valley, because there’s a lot of headlines about SaaS, its data centers, and and and Michael Aronstein, I think you’re you’re saying it’s something bigger, Michael Halloran. Not to jump in between the two of you, but, yeah, what what what would you say to the… To what Michael Aronstein was saying?

Michael Halloran: Well… So first of all, just on on the intro, I just wanna make sure everybody understands. I sold NES Financial in 2020. I worked for a couple… Two and a half years for The Buyer, And now I’m out of that.

And right now, I’m just fascinated with kind of the challenges of what’s going on in private markets. And I’ve been focused primarily in the area of, I believe, there is transparency debt in private markets. They’ve grown at such an incredible rate. You know, it’s $16,000,000,000,000 of capital today, forecast to grow to $30,000,000,000,000 of capital within the next five years. And there’s lots of signals that we’ve got an underlying problem.

And so you can look at everything from the annual reports of allocators, pension funds, foundations, endowments, identifying that opacity within private markets is creating a risk for them. You’ve got some where they’ve actually even stopped allocating capital to private markets over $10,000,000,000 with one particular allocator. You’ve got the Opis sending a letter to the SEC signed by 38 member companies identifying opacity as an issue. You got three consecutive SEC chairman identifying that this is a risk. And at the same time, you have the federal government opening up alts to 401s.

And the primary benefactors of alts within those major allocators are individuals like firemen, police officers, teachers. So big market growth, huge impact. But what we’ve got is an underlying structure that was built years ago. And while technology is advancing, and while the level of reporting is actually greater and at a faster velocity than it’s ever been in the past, the data is not coming out in comparable fashion. So you can have an allocator that has multiple funds therein, those funds will come back with NAVs.

And those NAVs are concluded entirely correctly, but using different methodologies. So the allocator looks at it, and it’s not comparable data. You’ve got portfolio companies that, because of what’s going on in the market, have to restructure their debt. When they do that, they’re compliant. They’re not out of compliance with that debt.

However, ratings agencies will look at that and say, That is a nonconforming loan. And so you’ve got two different methodologies that are perfectly correct that are giving a different signal to the marketplace. I And think that gets to kind of some of the fundamental issues. And in the context of continuation vehicles, or here, we’ll call them zombie funds in the market, refers to them as zombie funds, the pain is particularly acute because it’s a compressed window. You’ve got, I would say, from creating a company and running a company, it’s a legitimate situation.

This is not somebody acting as a bad actor. You’ve got a company that didn’t fit within the legal construct of a ten year window, but it’s an economic result that you’re looking for. And so allowing an extra cycle, or right now it might have a thin acquisition potential universe of buyers out there. Allowing that to continue to develop and to continue to cycle is a legitimate way to provide return on capital. However, there are other…

There are some funds that are working specifically towards that. I say would there’s probably some instantiations where the funds are just trying to maintain the fee base, and they’re not necessarily working diligently at, you know, maximizing that return. And the problem in the market is you can’t really tell the difference. The information that comes to the limited partner, they have a finite window to evaluate it. And the person who produces the data, who sets the valuation and negotiates the deal, the same entity.

Is And so there’s kind of a natural conflict or concern. And what happens is the market then in turn prices that doubt, that lack of visibility across everybody. You’ve got somebody that’s really working towards doing the right thing. You’ve got somebody that may not be, and there’s no way for the market to really tell the difference. And looking at it from a…

The title in this is forensics. Well, forensics are looking at things after the fact. It’s expensive, it’s specialized, and it’s not the signal that an intelligent investor needs. An intelligent investor needs to be able to see the operating reality that’s preceding this particular event to make an informed decision. And the challenge is, most of the time, that’s not really provided.

So I have an actual example of how that played out in what… My company was a big provider in the EB5 visa sector, and I’m not going to explain all of the nuances of EB5. But one unique attribute of that sector was that capital flowed into funds, which was then allocated into a separate company, a separate entity that was… And most of this was commercial real estate development. So it was a developer that was producing some sort of project, and then it flowed into a job creating entity.

And the challenge in the structure in the sector, massive regulatory complexity and oversight because of how it flowed, and it was an immigration product, a financial product, a banking product with foreign capital. But you had in that structure very often related parties in all three transactions. And so the opportunity to do bad things was really prevalent. And so surfacing the information, using technology and process to make everything transparent, would evidence those risks and allow people to make informed decisions of what projects they wanted to throw their capital into. And that’s what we did at NES.

And eventually, it even had federal support. So instead of regulating the industry, all the regulators did is they just defined, here’s the guardrails. You can use anybody you want, but the guardrails are there needs to be process transparency. Investors need to be able to see where their capital is. It needs to be protected.

There needs to be audit trails that show how it moved through all these different entities. And that ended up allowing the sector to grow and to expand. And it was not the natural inclination of the sector out of the gate. They looked at it initially and said, This would be more work. This exposes potential issues along the way.

And so the inclination would be not to do that. But when they realized it allowed them to raise capital faster, it allowed them to manage processes better, they dealt with much less from an investor or limited partner servicing perspective, because they were constantly surfacing information versus doing it retroactively. And it just created an efficiency. And I think that that is particularly true, and it’s acute in the continuation vehicle environment. But I think from a bigger perspective, it’s true across private market capital altogether.

Chris Gale: I’m going to jump in the middle there for a second because I don’t think we pointed out there’s a Q and A button down there in the bottom and we very much welcome any questions you have. When you have them feel free to put them in, and then as we approach the end of the session, we’re going to see how many we can go through, and any that we can’t cover will be, we’ll see if our panelists will be able to come back to you off the webinar. Michael Halloran, thank you very much for that, and Michael Aronstein, coming back to your description of antiquity, are there certain triggers or things, in previous conversation I’m gonna date myself right along with everybody else maybe, but you know I’m a fan of all creatures great and small, and I kind of think of you as the vet who gets that call from the farmer saying something strange is happening with this flower horse. Can you come take a look at it? Because I really don’t want it at the next call to be the knacker.

But are there certain things that LPs are looking for? Are there certain things you think they should be looking for that that that that you’re involved with?

Michael Aronstein: Well, that… That’s a very interesting question and a good one. One of the difficulties, one of the reasons that this process is elongating and is really becoming more and more, I think, difficult is because if you look at the whole ecosystem and you try to identify the structure of incentives, which to me is the way you can look at any financial system and really understand it, what everybody’s incentive is. The problem is, and this is not specific to LPs, but there’s almost nobody within the entire private asset system that’s incented to increase the scrutiny of the actual valuations, provide granular bottom up analysis, or question some of the apparent conflicts in valuations, methodology, and ratings. I know this is quite a buffet, and everybody’s feeding off it.

There’s so much money involved. And the LPs, to the extent that they’re institutional professionals, get paid on the basis of the aggregate return statistics. Whether or not those returns are durable or they reflect an actual valuation, the same is, to a certain extent, exactly comparable with the general partners. I mean, clearly, you have more of a clear potential there for lack of incentive. But you have agency problems where you have people dealing with other people’s money who are looking for statistical confirmation.

Then you have the knowledge problem that people who might be the principals, just for example, say the administration of a university, They don’t really have the first idea about what is actually going on. And they certainly trust the investment team, which they should. But the incentives on the investment team side is to present a rosy picture of what the results have been. And that goes throughout the entire system. I would say that there’s no forcing mechanism for transparency other than I will say that the family office and the advisory side have an awful lot of people who really are concerned about the actual result and the actual valuations.

And that’s probably, to my mind, where the most of the discovery impulse is going to come from. The rest of the system is quite happy to be led along and say everything is great. And, you know, it’s something, to my experience, it’s been typical in every one of these cycles. Until you have a forcing mechanism that absolutely terminates the pretense of everything is terrific, even in a circumstance where everybody kind of knows that everything is not terrific. And I think back to the SNL crisis.

Know, SNLs or thrifts, as they were called, used to be really simple. You give them some savings deposits, they lend it out for twenty or thirty years to somebody for a mortgage. Well, that was all well and good until the seventies when the mortgage rates went from six, 7% to 16. All of a sudden, the loans they had made were way out of the water. They’re making 6% out of a whole lot of their portfolio, and now in order to pay the depositors, they’re paying them 10, 12, 13 competing for deposits.

So it was pretty clear that the die had been cast then, and there were all kinds of mechanisms put in place to try to forestall the reckoning. You you had Gaur and Saint Germain say, well, you guys now can do anything. So they got into development. They got into roll land, they got into building golf courses, so they could value assets wherever they wanted. But the actual forcing mechanism that put an end to it was when the SNLs in Texas, which were among the most aggressive, ran out of the cash to pay their depositors.

They couldn’t pay the interest on the deposits because they were operating at a negative cash flow, even though they kept showing everything is great. We have earnings here. The earnings are coming from the proposed value of the golf courses that we’re building. But the cash flow, the actual entity level cash flow was upside down. Their portfolio was just not producing the cash they needed to keep up with the liability costs.

And we have a similar thing that’s going on quietly, and you’ve seen it in some of the headlines with the private credit funds now. They can’t provide liquidity because the cash flows are really not adequate for them to create a reserve. You’ve got a real bid offer spread occurring now between the stated valuations and what the market considers to be the valuation of the loan that was perhaps originated when rates were zero and the company could afford it. So that’s created a liquidity seizure, you know, where almost nobody’s willing to pay the stated NAV. So you’ve got a real gulf between people wanting to get out, the ability of the providers to provide.

Now the structures are designed to be able to throw up gates, and I think people will argue, well, that’s what they’re meant to do, to stop a forced recognition of the valuation. But I would say that’s not exactly a virtue of the system when the actual valuation could be substantially below where it’s carried on the books. So you’re starting to see there are more and more headlines about this or that fund is only paying out 15% of your requested quarterly liquidity. Now it’s hitting it’s starting to hit the press and has been for the past year. And it’s another sign.

It’s kind of, I think, a harbinger of more acute problems. And the latest macro consideration is, you know, we’ve got a strong economy every… Everywhere else except in the… In a lot of the, private financial structures. We’ve got tremendous liquidity still left over from the Fed’s experiment.

You know, when they… Their balance sheet just exploded and to grow at rates that you’ve never seen before. Rates were zero. So you’re dealing with a residual of that, which is driving inflation higher, global markets on the equity side higher, activity higher, and now people are beginning to realize that, well, it doesn’t look like the Fed’s gonna go back to 2% ever, and in fact, they may raise rates. So you’re getting now to the, in my judgment, you’re at the kind of acute phase where more and more people, more and more creditors are going to be forced to reckon with the fact that the extend and pretend kind of path out is just not viable anymore.

So it’s gradually happening. These things tend to happen. They accumulate stress. And then there are generally events that precipitate a recognition. That’s, know, that’s happened in every cycle.

It’s like in 2007, New Century Financial was forced to recant and restate two years’ worth of their earnings. They went from being highly profitable to pretty much circling the drain. And all of a sudden, everybody who was in the subprime space looked more closely, and there were clawbacks, and there were people forcing more collateral up. And that really started the spiral down in the first quarter of two thousand and seven. So we haven’t really had anything like that yet, but my sense, and I can’t substantiate this with particular facts, is that we’re getting closer.

And I don’t have a specific candidate in mind, but it feels like with the passage of time, this is not getting any better. So I will leave you on that cheery note and see if there are any questions that have come forward here.

Chris Gale: Not yet though. You have scared me more than I was anticipating for this. It sounds like to me at least… So there’s option one, which is a crash and things go badly. There’s option two coming back to something that Michael said which is if I heard correctly in his illustrative example, the government steps in and addresses things, and then a third one could be at least some participants in the market attempt to implement solutions so that they’re doing as little retroactively and as much proactively as possible if those three or at least three different options.

Michael, before we get to number three, which is what can market participants do and how technology can play a role, Anything you can share from the government side in terms of where the government is on this as far as you’re aware?

Michael Halloran: Yeah. So first of all, Michael, I agree with everything you’re saying. And I think one thing that I would really focus on as an operator and somebody who built up the company and everything, I totally agree with the incentives aren’t aligned. You have players in the market, and each one has a different objective and incentive, right? So the challenge is the actual work, the actual operations is done at a portfolio company level.

The idea of reporting up to their GPs, I’m sure anybody who’s on this call who’s a GP has been chasing portfolio companies for data for years. Mean, it’s just the challenge that… PwC did a survey recently. I’m trying to remember the numbers. I think it was 54 of the portfolio companies reported financial data and the information that GPs needed, but with an attachment on an email.

30 some percent, I think it was like 36%, actually just put it in the body of an email. And 40% of them said, If we could automate this and have nothing that drained our internal resources on this ongoing frequency, that would be fantastic. We’d provide whatever data they wanted. So I think at the portfolio company level, there’s no benefit to them to provide the data. Operationally, they just look at it as a bird.

You go up to the general partner level, the general partner does not want their data being exposed in a way that their secret sauce is exposed to the market, or it can be weaponized against them by a competitive fund. And so they want to cap the amount of information that’s released, and they want to be able to maintain their privacy and their secrecy. The limited partners look at it and say, I need as much data as I can possibly get, and I need it in a comparable format that minimizes the cycles I have to go through to try and determine how are these valuations created. I need more information to make better decisions, better allocations, minimize risk. The federal government looks at it, and their priorities and their incentives are entirely different.

And to your point, it’s usually some sort of market dislocation that happens that drives a blunt instrument response from the federal government. They come up with a well intentioned legislative initiative that in reality has this cascading effect on the markets to where the only real benefactors end up being the accounting firms and the lawyers. And they make out great every time there’s a big legislative change, but the markets have to adapt and efficiencies are sapped away. Maybe ultimately it gets to something that’s better. And to your point, we’re getting to one of those tipping points because the market has gotten so big.

And so finding a way to align the incentives, so the actual signals, the data, the operating data is flowing up from the bottom of that pyramid through the entities along the way, and privacy respecting secure ways where there’s some sort of standard of how we get the information we need to accurately assess and manage risk, maximize capital. And in doing that, the benefit to everybody is not having the big market dislocation, but it also opens the market up for more capital. The idea that suddenly there’s a level of transparency and accountability within the sector that allows more private capital through 401s or through better allocations out of large LPs, that’s a win for everybody. But to your point, you got to align all the incentives, and it’s a big ask.

Chris Gale: So jumping into that, because I think we’re talking about solution mode. There’s sort of a big solution across the market, and then there’s what individual… Let me focus maybe on GPs. Well, Michael Aronstein, I didn’t mention… You and I have messaged back and forth.

What’s the proper pronunciation of second? Yeah.

Michael Aronstein: Okay. Good. K O N D, second. Yes.

Chris Gale: Are there some solutions out there? I mean, there’s stuff you can do. And then there’s also we live in the AI age. Are are there other solutions out there that that you’ve explored? Any any tactical advice?

Then Michael, I’ll come… Michael Halloran, and I’ll come back to you.

Michael Aronstein: Well, yeah. As you mentioned, we have a very close affiliation with Second, which is a data provider and analytic platform that is, I would say, the most granular, the most robust that we have found at the fund level. We have utilized it and I think we’ll continue as it builds out to really compare structures across various components and see if there are outliers, really, and to double check the accounting and the flows that are being reported by the general partners and see whether or not there is consistency. The amount of data required to do it is overwhelming. Think the CEO of Second, who’s an affiliate and advisor to us, Rasmus Kausker, has I think he pointed out last week to us that for each fund over a year’s period, there’s something like 1,300 or 1,400 separate data series that feed into the proper analysis of the fund.

And there are tens of thousands of funds. So the data management problem is extraordinary. But I completely agree with Michael that before this progresses to the stage where you’re distributing all these assets to the policeman’s beneficial fund and to mom and pop in their 401s, I think that some kind of structure, reporting structure, and some sort of valuation parameters that are really consistent across the industry are going to be necessary. And unfortunately, kinds of solutions, as Michael pointed out, tend to arise after an event when somebody has a real issue that starts spreading, and then the emergency alarm goes off in Washington or at the state level. And yeah, the solutions tend to be very blunt and maybe not, in the long run, conducive to the actual results that they’re seeking.

But now our feeling is that these markets will settle into a sustainable and properly organized form as we go through this transition stage from vehicles that were never intended to be mass market or widely distributed. When David Svensson started putting money into private equity in the mid-80s, there were about a dozen or two dozen firms, serious firms that were operating. And the agreements were all perfectly, I think, aligned with both parties’ incentives. He stipulated that he was going to get access to granular data on an update basis and that the incentives for the managers were going to be on performance. They weren’t going to take fees for originating investments and fees on fees, and they weren’t going to take consulting fees and all of that.

And, no, they they were very, very carefully raw limited partnership documents. That was never intended to accommodate thousands and thousands and thousands of investors, in the same way that the business development corporations that began in the early ’80s as a way to get capital into a starving sector. Nobody was left to lend to small businesses. Now, they’ve been used as the conduit for these gigantic private credit funds. And the reason is because now they fall under the ‘forty Act.

There’s tremendous flexibility with fees, tremendous flexibility with leverage, enormous discretion for the general partner to set their own values, mark their own homework, and really dictate their own compensation. When you look closely at the private credit universe, annual fee burden on these funds is typically between 39%, which on a credit product is almost unheard of, and I would say is really insurmountable. And the way people have tried to surround it is by leveraging them and taking the carry spread between what you can borrow as a fund manager and what the aggregate portfolio yield is. But now that’s a risk additive process without, I think, adequate compensation. But it does permit the addition of a tremendous fee burden.

But again, there’s the people on the receiving end don’t quite understand this. They look at the coupon level. It’s like, oh, here’s a fund that pays 9 percent. What’s wrong with that? And and there’s very, very little incentive to go deeply and explore.

And some of these funds have 500 page annual reports with 30 to 50 pages effectively of footnotes. So the universe of people willing to go through those closely, either using AI or by the end is quite limited.

Chris Gale: Imagining a battle between AIs producing it and AIs attempting to interpret it and staying on top of each other. Though on that point, Michael Halloran. And we have we have a question, so I wanna get to that question before we do. Michael Halloran, any tactics, technology, or things that you’re looking at approaches that can help attendees, especially the the GPs, but also LPs in the audience?

Michael Halloran: So I think… Well, I mean, technologically, as has always been, as it continues to shift and change, enables all sorts of new capabilities. I think you got to start with the fundamental premise, and it kind of fits with what Michael’s been describing, it’s opacity is the enemy of efficient markets, right? All of those things create risk, and it shrinks the market, it minimizes values, And you have to get the whole sector to start to understand that it is collectively a benefit to be transparent. And that needs to start all the way at the bottom with operating companies through the GPs, up to the LPs and to the federal government, and ultimately to beneficiaries of those pension funds or individual investors.

And technology certainly gives us an ability to do that. To me, this is not a technology challenge. To me, this is a cultural challenge. It’s the willingness to embrace a different way of doing things and aligning the interests within the complete sector to create standards, to report those standards, to do it for the collective benefit. If you look in, there’s corollaries.

A good corollary would be in the credit data provisioning space. The major credit providers, because they had really high charge off rates, and those liabilities were really substantial. And they agreed, We’ll share credit data together. We’ll contribute it to a pool. We’ll share that data so we can make better provisioning decisions, reduce charge offs, and manage risk more efficiently.

And that’s how we have TransUnion, Equifax and Experian. And if you look at somebody like Equifax, for them, I’m pretty sure, I spent some time working with them years ago, their consumer credit file represents over 14,000 different providers that are providing consumer credit behavior data. That was the benefit of everybody. It’s the benefit of individuals now who can manage their credit better. It’s better to the credit providers who could go out and free capital up for markets.

And I think this is a good analogy to this, is that if we can find ways to align the incentives so it benefits everybody, then you can get to that result. And one thing I would throw into the continuation vehicle side of it, which I don’t think gets accurately represented, or the need’s certainly not being met, is portfolio companies should provide the data and be aggressive about it just as much as they did when they originally sought the capital. Because this is about perpetuating their business in a successful fashion and working with their existing investors. Their responsibility is to provide the information and do it in a comprehensive fashion. And this is where their investor is at an inflection point, where they need LPs to make decisions.

They want to reflect the best interest of those LPs, and so they should embrace it. Now technology can allow that to happen. Technology now can go in with agentic processing, and we can pull data out of ERP systems. We can surface that data, and we can do it in a consistent common taxonomy. We can do it in near real time.

Now, Priyanna, you’re going to put gates on it, but you can create differential privacy mechanisms, you can have hardware enclaves that ensure that nobody’s data is being used or is being able to be weaponized against them. And so technologically, the capabilities are there. It’s does the industry have the will and the foresight to see that this will prevent market dislocations if they can get ahead of it? I think we’re at that point where if they don’t, federal government’s going to come in and they’re either going to restrict the flows of capital into the market, or they’re going to put mechanisms in place that load it up with cost and actually create inefficiencies to try and accomplish a good objective, but doing it in a probably less than optimal way.

Chris Gale: I’m going to hold myself back from asking some following questions. And so we we have a question here. Do either of the panelists have a view on the NAVs being put out by fund administrators for private funds versus the prices being transacted in the secondaries market? Is there a solution for the large discounts that are seen?

Michael Aronstein: I tend to be a person that trusts the markets quite well. I think the argument that the secondary markets are revealing distressed levels of exchange are incorrect. I certainly think, and I believe this is an accounting standard that is being compromised now, that every fund has the obligation, or at least their auditors, to see whether there have been actual arm’s length marketplace transactions in secondary markets and use that as a valuation benchmark. Now, to date, the argument has been, well, these are so low compared to our NAV because the seller is distressed. The seller obviously shouldn’t be in here because they need the money and they’re selling it at an artificially depressed price.

Well, that’s a funny argument to make, where now you have the two largest sellers in the PE market, I think, are the Harvard Endowment and the Yale Endowment. So they may be under pressure for the money, but they’re not likely to take a rock bottom distressed bid. And the same is true in the credit markets that there are so many people who can evaluate loans and whose business it is to find mispriced loans. And I really do think that the again, this is really a regulatory issue that probably is not going to be addressed until after something occurs. I think one of the things that can be insisted on when a potential LP or buyer of a fund is doing the due diligence is that the manager of credit funds does not get paid.

And the same would hold true for private equity funds on unrealized gains, that the payments should be at realization and the marks to market that create immediate incentive payments, should not be permitted. The other thing I would say also is that the incentive structure in private credit funds should really be re examined, because in most private credit funds or in many, the manager is entitled to an incentive bonus if they exceed some extremely modest target rate. And in some cases, the target rate is the same as the current single or double A bond yield. So if you’re making private triple C or B minus loans and you can’t exceed that, I think the telling point is I think 98% of the incentive fee payments to private credit managers actually get made. In other words, almost none of them are in a position where they fail the hurdle test.

So, I think that’s something that would really encourage more accurate NAV marks across the board. But again, the incentives, you have to take into account the fact that the fee flows in this industry are basically unprecedented. The amount of money involved here is, really beyond imagination in a lot of ways. And you can really see that when you look at the compensation structures, how many individual managers’ returns from certain funds. So it’s a very, very difficult problem.

And again, there’s almost nobody in the system who is incentive to stand up and say, wait a minute, we should stop this. Everybody who’s even remotely attached to the process is making a great deal of money now in one way or the other. So the difficulty is that it usually takes something traumatic before people step back and say, wait, that was out there all the time. We should have known that. So that’s just…

I mean, it’s human nature. It’s just all of us try to act in our own self interest and, you know, the the industry… I think Michael’s earlier point is that it’s really in the interest of the people who are doing their best to be the best stewards and to be actually on the side of their LPs and their investors. They really have a strong interest in trying to promote transparency and really eliminate some of the capacity that enables some people to kind of play at the very edge of sort of what we would call good behavior. So I think it’s coming.

And clearly I’d like to see it come sooner rather than later. And, you know, I’m I’m hopeful that, as Lloyd Blankfein recently said publicly, he said, haven’t most of these guys made enough money? He was he was commenting on, some of the behavior problems, but, I thought that was a very, very apropos comment from somebody who who actually really knows.

Chris Gale: Thank you. And we’re at the four minute mark. Michael, I don’t know if you, also have a response.

Michael Halloran: Okay, yeah, I have a quick response. Actually, it’s just from what I experienced and what we did. So at NES Financial, we started in ten thirty one tax deferred exchange sector. The incentive in that sector was for the providers, the qualified intermediaries, to aggregate capital and chase yield. They were doing it in a way that wasn’t evident to the exchangers.

And they made tons of money doing it. And the way it was written in the tax code, they weren’t doing anything wrong. And so I’m not saying these were bad actors. They weren’t thieves. They weren’t doing anything wrong.

They were working within the structure that had already been created. We came into the sector and felt like we could do something different. We established a set of best practices, a process of transparency and restrictions on how capital could be used and deployed. And then we audited everything with third parties, so everybody knew we were above board. We entered the sector, and within five years, we were processing over $85,000,000,000 of ten thirty one assets.

A year. We were the largest vendor in asset volume by far. And we did it by just trying to do the right thing. And doing the right thing is actually a really good business model. And that’s kind of what when I look at all of this, it’s if people can realize that they can grow their businesses, they can be massively successful by serving the interests of everybody that’s involved in what they do.

I think that’s the solution to it, because otherwise it is the blunt instruments. Instruments. It is the massive market dislocations that happen. And as much money as you’re making here, you’re going to suffer reputationally and you’re going to suffer economically at some point. So what do you do to get ahead of it?

Chris Gale: Thank you very much.

Categories
Legal Media Relations

The Definers Episode 10: Legal Strategy, Litigation Risk & Business Decision-Making

In today’s high-stake environment, legal risk is no longer something organizations simply manage, it’s something that actively shapes business outcomes.

Join Chris Gale, Co‑Founder of Gale Strategies, in conversation with Sarah Kroll-Rosenbaum, Partner and co-founder of Grove Law LLP, for a practical discussion on how litigation, regulation, and legal strategy are increasingly influencing executive decision‑making.

Drawing on her experience at the center of complex disputes, Sarah will explore how early signals of risk are often missed, why the most effective organizations surface and address issues before they escalate, and how litigation can evolve from a defensive necessity into a strategic lever. The session will also examine how leaders navigate uncertainty, align legal and business teams, and manage the growing connection between legal exposure and reputational impact, while offering a forward‑looking view on how legal strategy is becoming a continuous, embedded capability across operations, growth, and governance.

 

Chris Gale: Welcome everybody. This is The Definers webcast and podcast and we have Sarah Kroll Rosenbaum of Grove Law and we’re gonna start shortly, but if you are here to hear about legal strategy, litigation risk, and business decision making in high stakes environment, you are in the right place and I am Chris Gale, co founder of Gale Strategies, and your host today together with Nicole Kaptson who’s in the background, and Sarah. I think this is on a number of our past episodes, but as a past supervisor of mine used to say, don’t punish the prompt. So let’s get going. Sarah, we’re so excited to have you on, As everybody knows who follows us, this is our part of our Definers Series where we talk to folks who are defining an aspect of their industry.

There tends to be a technology aspect of that and I feel like and we feel like what you’re defining within the legal industry which we think has applications beyond the law and business of law, is almost like a returning to a sort of fundamentals of sort. That’s our impression, but yeah, if we could hand it over to you, can you share with the audience a little bit about your background, where your practice focuses, and we’ll start off there.

Sarah Kroll-Rosenbaum: Wonderful. Well, you so much, Chris and Nicole, for inviting me to join you. I am honored to be on the show. I am a co founder of Grove Law LLP, which just celebrated its first birthday last month. Grove is a mission driven law firm.

We’re based in Los Angeles and New York City. And our mission is to provide optimal client service through authentic lawyering rooted in integrity.

Chris Gale: And tell us a little bit more about some of the other partners and how you came together, shared backgrounds, but a Yeah, leading

Sarah Kroll-Rosenbaum: no, okay, great. Well, can dive in here. Well, Grove is a beautiful combination of a long time shared dream that I’ve had with my co founding partner, Hannah Scholl, who has been a dear friend and colleague for almost twenty five years, more than that in friendship. My team of my close, close partners, Anthony Spartalotti and Nancy Sotomayor, with whom I have worked here in California now for many years. And we brought our worlds together, if you will.

Anthony and Nancy and I were partners at an MLAW one hundred, and Hannah was in house at Visa. And part of our mission, of course, as I said, is to provide optimal client service. That’s something that Anthony and Nancy and I had a lot of experience trying to do from the outside, right, as outside counsel. And Hannah had experience receiving or having opinions about receiving as the client Visa. And so by sort of prioritizing that idea, together we are trying to bring to market a really client driven approach to how we solve problems.

You’re on mute, Chris.

Chris Gale: Again, thank you. So litigation is a hot environment, high pressure, and you get to see in real time where disputes originate, how companies are responding, which patterns lead to better or worse outcomes. So from your vantage point, what are the most important trends that you’re seeing in litigation and legal risk right now?

Sarah Kroll-Rosenbaum: Yeah, that’s a great question. I think that, I mean, just to say sort of an interesting vantage point. So I’m very interested in vantage point. What would you, you mentioned sort of the focus on Definers and Technology and how we are in a way coming back to sort of first principles. We’ll talk much more about, I think today about sort of the modeling and framework of how we look at things.

But I’m very interested in vantage point and from where within a system, a participant observes the system, right? And so meaning I’m a litigator, I’m a complex litigator, I was trained to be a complex litigator as were my colleagues, right? However, over the years of our practice, all of us have had experience sort of saying, okay, wait, does the litigation itself solve a problem or does the client really need something else? And so we see the intersections, if you will, of the legal system through litigation, the egos of lawyers, which I think everyone listening to this will probably have some experience with, meaning we wanna be good at what we’re doing. We wanna say, I’m smart and I’m capable and look at this cool trick I can do and this highly competitive, very pressure filled legal experience, but then we have clients who are like trying to do business, right?

And so we also have very, you know, no one is a stranger to major economic change, major technological change, major political changes, right? And so, the law almost always is retrospective, right? It’s always about what happened before, whether it’s litigation about something that already happened, whether it’s about regulations that are new in response to what was already happening. So we see a lag. And I think what we are seeing generally is, I mean, certainly there’s lots of litigation, there’s state regulation where federal regulation maybe has changed or waned for businesses.

And there’s a tremendous amount of economic pressure on companies. And so, just to be clear, like we represent companies, 99% of what we do is represent companies. And so there is a lot of legal work to be done out there right now. I think we can talk more about that

Chris Gale: for sure. One thing I think I’m hearing is that, at least in the area of law where you’re situated and your clients are situated, state law might be a little bit on a relative basis less impactful, that the economic pressures of the businesses themselves are creating sort of a dynamic in the courtroom, am I hearing that right?

Sarah Kroll-Rosenbaum: So I think state law is actually very, is increasingly impactful. And what we’re seeing is increasing state regulation. So where there may have been sort of, maybe under prior administrations, more federal regulation or more federal enforcement, there may have been less state law and regulation, right? And I mean, this is in gross terms, but there’s always a sort of a rebalancing, so the regulation doesn’t ever disappear, right? We see very significant regulation in places like California and New York and Oregon, in Illinois, for example, in certain areas.

And so in an example, I represent staffing companies, I represent a lot of staffing companies, and we see a lot of state regulation in that area. And a lot of that is about tracking economic trends. For example, following In the healthcare staffing market, for example, the pandemic, during and after the pandemic, states said, Wait a second, we’re gonna regulate healthcare staffing companies because they’re coming into our state and doing a ton of business all of a sudden, right? Likewise, there’s antitrust regulation. This is at the federal level, but not only states too, looking at the way what we call MSPs are operating.

When we have the economic relationships between staffing companies in order to provide their clients with better service. So we see that business drives and law follows, right? And what I’m interested in is trying to help my clients do more business, do better business, do smarter business with less friction in the legal world, by understanding how the law can support what they’re doing and how they can understand where the obstacles exist, because they always exist.

Chris Gale: That’s fantastic, and it reminds me of I’m over on the other side of the Atlantic than usual, and as I was talking to someone over here about about this webcast, and they were talking about increasing fragmentation in jurisdictions, so there’s a lot more that we had to do to get through airports and across borders than there was in the past and there’s talk in the country I’m sitting in at the moment about there being more of a fragmented environment within which this country and its companies exist. That’s interesting of hearing it also from the healthcare perspective. Could we dip into where flashpoints come up, where litigation comes from, where it originates? Yeah.

Sarah Kroll-Rosenbaum: Sure. I mean, I would say litigation doesn’t always come from one place, right? But I’m reminded of, well, I think that, so I, you you and I have talked before books and great books, I love borrowing from other industries. So we, one of the books I’ve really appreciated is Charles Duhigg’s book on super communicators. And he talks about the difference between, you know, it says, which conversation you have?

Are you having a feelings conversation, an identity conversation or a logistics conversation? And so it’s relevant for my work so much because we see litigation arise because feelings, big time feelings, right? Logistics, like we are two companies, so let’s talk about feelings. Company A is super pissed at company B because company B took their market share or won the contract or whatever it is, or took some action because somebody was upset and violated the contract knowingly, right? Whatever it is, I’m making these things up, but we have underlying tensions that are legitimate human tensions that result in legal problem and litigation, right?

And by the way, that’s so much of what our job is, is to deal with legitimate, to solve problems, if you will, between people through the legal process. That’s why we have the rule of law, right? My point is not to say everyone needs to go sit down and, know, come, you know, try to, they should drive, we’ve tried in the legal system to come up with, you know, early mediation and efforts to try to have resolution, but oftentimes we have feelings driven conflict. We have a lot of logistics driven conflict. Like we’re just trying to do something in the world.

We’re just trying to do something in the market and our operations don’t allow it, or our operations are making mistakes. And this is something that I think we will see increasingly around technology and around AI adoption at companies, because some companies will do a better job than others at laying that out, right? And it’ll make mistakes and we’re still gonna be responsible for it, right? So there’s a lot of underlying logistics to that, right? And then we certainly have identity too.

I’m the one who should have this and therefore I’m going to sue you to keep that right, right? And so it’s a really, from the sort of, where do these problems arise for me, the way I’ve developed, and I think this might be an appropriate time to talk about how I think about integrity as a framework, because it’s the way we look at, the way I like to with my clients, at problems, right? So integrity is a nice framework. I’ve developed something called a SWRL, a systems wide integrity risk lens, which is simply I talked about vantage points before, how do we take our vantage points and from wherever we sit, whether you’re the CEO of a company, whether you’re the CTO of a company, whether you’re the general counsel, a board member, or a guy who works in operations, you take your vantage point and say, look across the system and say, where’s the risk? And this is where we’re here to help because you’re gonna need help from somebody, many different people, many different people with advice and expertise to say, let’s look across this whole system, get out of fragmentation and look for where the risk is.

And it’s not to be formulaic, but it’s to try to be holistic in its impression. So when we talk about integrity, when I talk about integrity, I’m looking for two things at the same time, okay? Using both definitions of integrity, one is about truth, about which for me is about purpose. So is it genuine somebody has integrity if they’re a truthful, genuine person? And really what it is, is like, are they true to themselves, right?

Are they true to their own purpose? And structural integrity, does the house hold up and not fall down? Does the boat float without springing leaks? And when you can do both of those things at the same time, you have integrity, okay? Now I like that as a framework because it allows us in complex systems to say, how can this whole thing align, right?

We’ve got from a business perspective, maybe several different entities that are set up working together. We’ve got money flowing from different directions through different companies. And our purpose is to be of service in the market, right? So how can we do that in as frictionless a way as possible? From a legal perspective, we’ve typically, we’ve got in The United States, we’ve got federal law, constitutional, statutory, regulatory, case law, court driven, court interpreted law, same thing on the state side, all piled up on top of each other.

And 90% of what we’ve got in business too, just commercial agreements, just layers and layers of commercial agreements. And so what it’s, to go back to basics and this is like the original technology, do those things align? Or are we tying our shoelaces together in our purpose? So is our feeling, going back to that, clear in our purpose and driven out through all of those different structural measures, right? Are we, know, is our identity clear?

Are we clear in our identity about what our purpose is? And if we have strong feelings about certain things, which if you’re a mission driven organization, if you are trying to do a very specific, you may, right? And is that mission, are we being true to that purpose at every stage throughout our operations, our relationships, the systems in which we operate? And so that’s how I use integrity in the work and it’s replicable. The way I think it relates to your point about technology is that all technology is rooted in some original system that works.

It works here and then we can scale it. Integrity as a model works as a simple concept that allows for scale.

Chris Gale: I was writing it down because sometimes we feel the technology isn’t necessarily rooted in a particular system that is scaling and our own personal view within our firm amongst a number of our clients is that typically means that the technology is going to have a lot of difficulty. So you mentioned feelings, logistics, and identity. I don’t know if those were if that’s a sort of exclusive, like, particular

Sarah Kroll-Rosenbaum: three Those are Duhiggs themes. Right?

Chris Gale: That’s right.

Sarah Kroll-Rosenbaum: I’m borrowing his idea and applying it, but, you know, those are Duhiggs ideas.

Chris Gale: So is there more that you can say about feelings? Because feelings can be used pejoratively, which is to say, oh, well, you feel this way, and there’s a separation between that, and let’s say, you know, the facts or what what have you. Yeah. Yeah, say more about feelings and the importance of feelings.

Sarah Kroll-Rosenbaum: Sure, so, I mean, I think, look, I think feelings are really important. And I mean, I’ve helped, I don’t know how many C suites make decisions. When we are, like one really interesting thing about being a lawyer is that my client is the company, it’s not the people who are the actual humans I’m interacting with. And their client is also the company, right? And so it’s this interesting idea that we live with that we have fiduciary duties to an idea, to an entity, and that entity has a purpose, okay?

And that purpose is what we’re trying to support in this integrity model. And I am very interested in helping my clients distinguish between their reactions, which are often very much feelings based, and their calculated, educated, thoughtful response, okay? And, you know, Viktor Frankl is famously misquoted, because I don’t think he actually said it and it’s not actually in his book, but, you know, talking about the space between, you know, reaction and responses, opportunity to find freedom or whatever the quote is. But, you know, people like, are people and we have strong reactions. We have strong like, yes, more, more.

I wanna go get this. I’m excited about it. I’m having like a giant dopamine hit from winning right now in whatever this thing is. And, or I’m so angry and like, or I’m so scared. Like, I mean, how many CEOs have I advised where like, they’re like, are you kidding me?

I have to go tell my board that this guy sued us again, like really? I am like, you know, and so we have feelings as humans, like we are not AI, you know? And so we have feelings and we need to, I think it’s so valuable to have them and have a space to be like, okay, I can look at them and have them and feel them and see them and distinguish from the reminder. And this is again, why integrity is a useful tool. Because it’s like, oh, I can actually like put on my whiteboard or wherever I’m putting it, I can write down purpose.

Like this is the purpose, this is what we’re trying to do. This is how we’re trying to be of service in the world. This is how we’re going to market. This is how we are going to improve market systems for millions of people, right? And you can write that down.

And then when you get sued, when you witness yourself or your colleague flipping out because you’re like, Oh, come on, make this go away. This couldn’t be the worst timing, right? Or we’re gonna go get them, now is the best time, right? You can witness that and say, does that swear with our mission? Because what we want is long term, long term repetitive successive growth for most companies.

Certainly there are those out to be like, we’re gonna go out and pop in five years and then sell and that’s it. Maybe, but like that’s their purpose, right? But again, you got to say, there’s an opportunity to say, again, vantage points, there’s a vantage point of feelings and there’s a vantage point of purpose. When we’re making decisions, we got to go back and look at the vantage point of purpose.

Chris Gale: So in terms of decision making in the current environment, is there, and I’m wondering a little bit from our script here, but is there such a thing as a bad win in medication for instance?

Sarah Kroll-Rosenbaum: Sure, I mean, sure. I mean, think that I think where you’re going and I appreciate it and I’ll hit that outside ball. As you know, I like a good baseball metaphor. I mean, needs to be about allowing that purpose to succeed. And so if your lawyers or you are, if we got a litigation and the whole thing is about winning that case or winning the motion or winning the appeal or whatever it is, like, you don’t wanna forget about winning the battle or lose the war is not worth it often, right?

And so the reminder to go back to purpose and say, how can we focus on what really matters? And it allows us to say, hey, egos down, lawyers, outside counsel, lawyers down, go and do we settle or do we litigate to the death and litigate for twenty years and had that too? We make different decisions when we’re purpose driven. And so instead of somebody coming from the outside and saying, Chris, here’s what we’re gonna do to litigate your case and here’s what we’re gonna win and how I’m gonna win this case. If you hear that, you say, okay, good for you, but how am I, Chris, gonna win that case?

Chris Gale: And how do you uncover, I think you’re talking about purpose, if I recall correctly, How do you determine purpose with a client? And I’ll stop the question there because I have a follow-up, but I wanna hear the answer to this. I think

Sarah Kroll-Rosenbaum: it’s a great question. I think, I mean, the answer for me is like that client being them, doing them, getting paid to do them successfully in the world. So like, how are they being of service? So this is an authenticity question. Like, how are they being authentic?

And which is, are they bringing themselves? Are they bringing to the world? When we see, in my experience, I mean, I’ve supported hundreds of companies, when they are doing them, when their machine is working and they’re being well led in this is who we are and this is what we’re doing, it goes well, right? If we’re just going out to kill the other guys to be the last one standing, often doesn’t go as well. So my point as a lawyer is not really to give business advice, cause I’m not qualified to do that, let’s be clear, maybe I’ve been around a few meetings within the last twenty five years, but it’s my point here is to help say when you’re making decisions that are impactful, that are about millions or billions of dollars.

Right? When you’re making decisions about how you lead with your board and your advisors and your team, how do you do it from a place of saying, okay, everybody’s got a lot going on, but we’re gonna come back to our authentic purpose as a company.

Chris Gale: But are there is there any particular method or questions you ask that you think are particularly successful in unearthing that? I asked for instance, you know, we hit open this up, as a public relations, you know, marketing firm, sometimes we will have clients in a contentious media environment or maybe they will see it as a as a competition potentially with a reporter. It’s hard to in our place, because we’re serving the client, and I think you’re focusing on the client, it’s sometimes hard to come to an understanding with clients of ours for instance about when it is and isn’t a zero sum game and how there can be wins on multiple sides. So if I retreat back for a second, are there particular questions or ways that you set up the conversation with clients to uncover that purpose, or is there a different alternative where you prefer to find clients that are more predisposed to being able to do that?

Sarah Kroll-Rosenbaum: I think it’s both. I mean, I think that the relationship between a client and their lawyer is very specific. It’s got to work, right? It’s got to feel right for the client. It’s got to feel right for the lawyer because it can be, depending, look, there’s small things and then there’s like big long things where I’ve got clients where I’m handling 25 litigations for them, and that those are real relationships where we’re really sitting together and figuring out how are we gonna do this.

And so I’m very upfront with my clients that what I’m here for is for them to make decisions about what they want, and not for me to tell them what they want. But I need to be able to be clear about doing that, sort of my boundaries, if you will, are that we believe in the rule of law, we will act within the rule of law, we believe in the integrity of the rule of law, and that it’s capable of supporting quite a bit of business right now. I mean, people can go out to market and do a lot, And we want to be yes lawyers and not no lawyers. And what I mean by that is to say to our clients, yeah, here’s, if you wanna do whatever you wanna do in the market, here’s either how you can do it or here’s how you can do it, but here are the risks. By the way, some risks are parking tickets and some risks are prison sentences.

So like you choose, you’re adults. Like, I’m not gonna help you commit a felony, but like, this is what your risk is. So it’s always about their choice. It’s always about them understanding what the law requires of them in order to do what they want to do in the market.

Chris Gale: So if I hear you correctly, you’re not deciding what their purpose is, you’re asking a lot of questions and allowing them it almost sounds like therapy in a very productive fashion, which is okay, so ask the questions that allow them to explore that in the case of where they have multiple options.

Sarah Kroll-Rosenbaum: Business needs to drive the purpose and the legal, right? So I think a lot of times people get really scared about lawsuits and they just try to call, the paternalistic thing, come in and fix it, make it go away. And then, you know, some knight in shining armor shows up and says, I’m gonna go get them, you know, and like, okay, good, good for you. And have that skill. Like for those of us who grew up in the big leagues know that like, yeah, we have that skill, we can go out and do those things.

The better thing is to say, what are you really trying to accomplish here? What does it really look like for you to succeed? And if we need to go play that card, like fine, but that’s not, it’s an option. It’s one of many, many, many, many, many options in the giant arsenal of the integrity tools to say, how do we align the systems? How do we align the opportunities and try to reduce the friction so that you can do more business that is more suited to what you want to accomplish in the world.

Chris Gale: This is gonna be my last question. We’re a little bit over time. You alluded to the amount of business that is out there. What evidence can you share with us about you’re a Definer and we wanted you to come on to share this approach and this vision. Can you share more about some of the success that you’re seeing at Grove and the founding of Grove that has provided evidence of what seems like this long view and the immediate returns and rewards you feel?

Sarah Kroll-Rosenbaum: Look, think part of what we’re trying to do at Grove and we’re not alone, I mean, there’s several, many, many company, many firms, law firms that have launched in the last several years to try to provide an alternative to big law. So we are we were very, very, very grateful and humbled to be included in in our first year in the chamber’s recognitions, which is, you know, for whoever cares about, you know, the lawyer contests. It’s nice to show that we’ve got the chops, but we do, we wanna provide an alternative that allows for really creative, different approaches to litigation and to not just litigation, but how we combine litigation, regulatory compliance, looking at transactions, this stuff together, right? And that’s what we’re trying to do. And we are trying to lean into technology and not just our own, but our clients to understand how it’s going to advance our cause or hinder it and how we can help avoid that.

But we’ve seen clients, I mean, just in terms of the numbers, what we’re doing is, knock on wood, working really well. We came in strong and we’ve doubled the number of clients we have. We have prevailed on, I don’t have the exact count, but almost every major motion that we have filed for clients or resolved cases at better than market approaches. So it’s working, and it is a true thrill to be able to do this and really looking forward to We love working creative businesses, and this is certainly a time when the world is calling for innovation and entrepreneurship and new ideas, and we are really here to take part and help that happen.

Chris Gale: Thank you very, very, very much. Thank you for those that stayed on with us, and we can’t wait to share this further with our network because boy, does it mesh really well with what we’re seeing in the space. So thanks very, very much. Thank you all. Have a great day.

Categories
AI Private Capital

The Definers Episode 9: Doug Fritz and the Outsourced CTO (and AI)

In this episode of The Definers, Chris Gale sat down with Doug Fritz, Founder and Managing Partner of F2 Strategy, to see how their team has shaped the idea of the outsourced CTO in private capital. We invited Doug to explain how this role is evolving in the rapidly developing AI age, and why it’s becoming essential as firms move from AI enthusiasm to the harder realities of governance, integration, and scale. Together, they unpack the current AI cycle, from rapid code generation to new operational bottlenecks, translate emerging concepts into practical terms, and outline the strategies leading firms are using to navigate this shift. The conversation ultimately looks ahead to what’s next for AI in private capital and how leaders can position their organizations to thrive as the old playbooks give way to new operating models.

Categories
Technology

The Definers Episode 8: Data Economics & Private Capital, How Lydions Can Transform Private Markets


 
Explore how data economics can solve real challenges in private markets. In this episode of The Definers, Chris Gale and Arka Ray of The Data Economics Company explain Lydions, data-native economic objects that embed ownership, provenance, and incentives into workflows. These structures turn static data into living assets. You’ll learn practical use cases and the foundations of data ownership, interoperability, and valuation, and how data can drive trust, efficiency, and liquidity.

Categories
Sales

The Definers Episode 7: Reid Thomas on Accelerated Impact, Opportunity Zones and Sales Ops

Learn how real relationships and smart systems create growth that automation alone can’t deliver. Reid Thomas currently stands to define the Opportunity Zone market—and he has the sales ops experience to back it up.

Through his new venture, Accelerated Impact, Reid is opening opportunities that blend financial returns with meaningful community outcomes. But Reid is just as known for his contrarian approach to sales in an era obsessed with AI and automation. Learn more about his unique sales playbook and how Accelerated Impact is shaping the Opportunity Zone space.

Categories
Sales

The Definers Episode 6: A sales ops approach to professional services business development

For those who have been doing public relations and marketing for law firms or accounting firms, here’s a webcast on integrating that work into a CRM like Salesforce, Hubspot or ActiveCampaign and implementing sales ops. If you’re like us you’ve earned media results or implemented marketing campaigns, but you’ve remained vulnerable to partners asking how effective it really is. Impressions and share-of-voice remain unconvincing. And to be honest, how convinced are we ourselves privately?

In the webcast below, we share lessons from integrating public relations and marketing into a firm’s CRM, and leveraging sales ops processes to skip over indirect metrics of impact, and focusing on actual revenue. And most importantly, we share lessons from driving public relations and marketing more directly to what makes your firm’s sales cycle work, and your true differentiators.

 

Categories
Private Capital

The Definers Episode 5: Tide Rock’s success raises questions about private equity

In a recent article, The Wall Street Journal reported that investment firm Tide Rock buys up small companies as private-equity firms do, but it shuns the often steep debt that buyout shops use to fund acquisitions.

In another article, The Deal reported that Tide Rock seeks companies that either have strong reoccurring customers, are resilient because they have diverse customers or operate in an industry with low volatility, or that sell essential products or services to loyal customer bases.

What is the Tide Rock team getting right that others miss, and what can we learn from it?

We ask Tide Rock President Brooks Kincaid how unlevered buyouts work, what that tells us about the leverage accepted in traditional private equity, why that matters for founders looking to exit or grow, and Tide Rock’s operations mindset.

 

Chris Gale  00:02

Brooks, thank you very much for coming on. I am super excited. Gale Strategies loves working with Tide Rock because what you guys do is just fascinating, especially in today’s environment. Folks coming onto this know that Tide Rock practices unlevered buyouts, which usually throws folks from the very beginning because buyouts are usually levered. We’ve all been reading about how much leverage there is and how much debt there is out there. So, before you tell us about Tide Rock, any insight on how leverage somehow became the orthodox/normalized thing out there in all of this credit and debt that’s in the private capital markets these days?

Brooks Kincaid  00:59

First off, Chris, glad to join you, and look forward to chatting here.

To answer your question, I think at the end of the day, it’s great to use other people’s money to make money for you. Debt can – or at least in general – end up being a lower cost of capital. And interest is tax deductible. So, those are both attractive elements that can lead to it being a tool in the leverage buyout structure. As someone who’s trying to raise capital, it makes returns look good or makes an investment potentially pan out. Debt can make returns look better in a spreadsheet. If you’re modeling it versus living in maybe the real world, you can underestimate the risks of investment and the ability to support that debt. So, the positive impacts of it help drive its use. If you start thinking about some of the risks, though, you may underestimate the impacts of sizable, unexpected events, which in the last couple of years have been particularly notable, are things like the loss of a major customer, a global pandemic, COVID, material supply chain shocks. Things like that don’t necessarily make their way into financial models as cleanly as the use of leverage might.

The use of leverage allows for a fund to also buy bigger companies. You can make your equity dollars go further and, in buying bigger, not be overly concentrated. You can effectively just spread the wealth a little bit more. That all sounds really good, and that is a core reason why it’s become a pretty common use. But it does underestimate the risk that exists. That is particularly true when you start looking at the use of leveraged buyouts when you’re investing in smaller companies. They are just more exposed to some of the risks for which debt is not a great tool. Some of the uses of debt and the covenants and other things that come with debt make it a square peg in a round hole, at least in our view, for use with small businesses.

Chris Gale  03:27

I like that you’re pointing to risk. Just to be clear, when we’re talking about debt or leverage, we’re talking about transaction leverage, like you would have a line of credit, I imagine?

Brooks Kincaid  03:45

We’re talking about amortizing transaction leverage. For example, we’re buying a company, and a third party is coming in to support and contribute to the sources of capital necessary to close that transaction, like underwriting the deal alongside the equity sponsor and then putting in a structure for the repayment of that debt in both interest and principal. That is different in our view from what I would consider growth-oriented capital – be it equity or the use of a line of credit. There are certainly working capital needs in all businesses that lend themselves to using a tax-efficient, interest-bearing line of credit, but that is very different than covenant-related amortizing debt.

Chris Gale  04:32

Perfect. Okay, so you used the word “growth” and used the word “risk” before. I know the story of Tide Rock, but if I first hear what you were saying about leverage before, are you saying that Tide Rock purely protects against risk? Or what do you accomplish for investors on the upside? What’s the attraction to Tide Rock for investors?

Brooks Kincaid  05:01

The attraction for investors to Tide Rock is that we can deliver the alpha that can come from investing in smaller businesses without the same risk that you might otherwise expect if you were to structure it in a leveraged buyout transaction. What we also do is further reduce the risk by focusing on effectively returning capital, or returns, to our investors sooner by virtue of consistent quarterly distributions. So, if you think about it, an investor comes in, they have principal at risk in any private equity environment. They’re putting that principle at risk to get returns back from that. In our world, because we make distributions consistently and at a high yield level, our distribution to paid-in capital, the sort of realized returns, is right out of the gates. So, a quarter into investing with Tide Rock, you’ve taken principal risk off the table because you’re getting a distribution out. If you’re doing it in a leveraged buyout transaction where you’re not receiving those distributions, you’re betting on the total value to paid-in capital, and the large majority of that is in what’s considered residual value to paid-in capital, so paper gains and all of that are terms related to the return that an investor is expecting on their capital. In our case, we are aiming to provide very high total value to paid-in capital, or multiple of invested capital, but along the way, making sure that our realized returns are there, which, at the end of the day, just reduces the risk for our investors. That’s what we’ve been able to demonstrate and attract investors to from the very beginning, as we’ve been able to do not only on an individual company basis but throughout all of Tide Rock as we grow our portfolio and further reduce risk via diversification. That combined return profile has become very attractive for our investors.

Chris Gale  07:22

Okay, so then I’m going to ask, maybe, the public relations question. You’ve talked about the benefits in return for the investor, the positive side, and the absence of the negatives of debt. So, you and the team that built Tide Rock in the early days, in the chicken and egg sequence. Was that debt bad? Can we do something without debt? Or was it [a case of] we really want to achieve higher returns? Maybe if we get rid of debt, we can do that.

Brooks Kincaid  07:58

I think, to some extent, it’s a both/and. The original premise is that we believed that the micro market or the lower middle market was a sector with inefficiencies that was an area of opportunity for us. We believe that, to be successful, we need to have a greater focus on operational improvements and fundamentals of value creation in our investments versus financial engineering – in broad strokes, let’s say the financial spreadsheet, leverage-oriented model that I was referencing before I put that in sort of the financial engineering bucket. With that, we were saying, ‘Hey, we’re going to focus on driving fundamental value creation,’ and that was going to enable us to build successful businesses that not only would be able to generate free cash flow but also create equity value growth or multiple expansion over time. So, from day one, we said, ‘Hey, we’re not going to lever our transactions because that won’t allow us to then efficiently pass through returns on a regular basis to our investors, and it will distract not only ourselves but our operators from the fundamental value creation and operational enhancements that we wanted to have them focus on.

If you think of a smaller company, there is a lot of fish to fry. You’re a CEO or a management team. You are fundamentally focused on value creation or operational enhancements. It’s complicated to then also have to think about managing your covenants and third-party banks, who, frankly, don’t care as much. They care more about making sure that their debt gets paid back, and so that creates another distraction relative to the focus on value creation. So, to your question, it was that they were the chicken and the egg at the same time. We were able to start small, at least from a focus standpoint, number or quantity of companies, make sure that we were able to execute upon that thesis, that we could drive fundamental value creation through operational enhancements in an unlevered structure, and create value that attracted additional investment dollars, which allowed us to go do that across multiple companies, which further reduced risk it by diversification. That snowball started to roll, and now it’s become easier for us to do that at scale.

Chris Gale  10:38

This is, maybe, my last question contrasting Tide Rock explicitly to the LBO or the sort of classic private equity model. But I know that some folks are on this call who are also taking on what is the standard orthodox model in their particular industry and challenging it anytime you’re presenting something new. I remember when Ryan was working with the Wall Street Journal on this. Tide Rock is doing something different. When did you start seeing investors and also sellers start to realize after seeing you that they were accepting something that you shouldn’t accept in private equity, in that amount of leverage? And when did you start seeing people understand that Tide Rock represents something that I think we’d like to see as more of a standard if more firms could do it?

Brooks Kincaid  11:39

I think, like most things, ideas are great. Proof is better. As we grew in scale, we started to show this was a model that worked not only for one company, not only for three companies, not only for five companies, that then started to build upon itself and investors who had, let’s say, larger pools of capital to allocate, maybe being concerned of, ‘Hey, I like this strategy, but I like it as a one-off,’ versus ‘Can I deploy $10, $50, $100 million behind it to do it at scale?’

As we started to show that, yes, not only could we do it on an end of one, but we could do it across five companies, 10 companies, etcetera, that started to build upon itself. That was complemented by the fact that, as we were scaling, we were also further reducing risk by virtue of diversification. That was really the tipping point. I think for sellers, it depends on which one you ask. So, for certain sellers, I think a lot of them resonated out of the gates with – ‘I’ve never liked debt. I didn’t want to have debt on my business, and I understand that maybe that prevented me from growing. I’ve always wanted to grow, but if push came to shove, I was not going to threaten my livelihood and my net worth by putting debt on the business.’ They were told by their advisors, ‘Hey, this is the only option that exists. Either you’re going to get sold to strategic, or you and your people may or may not exist anymore. You can get bought by a private equity firm, but you’re going to have some leverage on the business, and if you want to roll equity with them, you’re just going to ride that risk.’ They didn’t know that we existed. So, there is an education that comes with each of our engagements to help the sellers understand how we’re different, why we’re different, and what that means for them, whether they’re looking to completely exit and move on, or they’re or they’re or they’re going to roll some equity, and they want to be part of a second bite at the apple. Fortunately, that education resonates pretty well with a lot of them because they philosophically are aligned with it. That’s just something that we have to educate them as we go through the process.

Chris Gale  13:59

I want to come to operations. You were talking about the philosophies of some of these sellers or some of these businesses that you’re acquiring. Some individuals listening here are big fans of operations and know an awful lot about very operationally intensive businesses like electronics manufacturing. You have this insight about leverage, but you were talking earlier about enabling the operations, enabling the execution of these companies. What advice or lessons can you share with others who’ve come to realize that insights are cheap if you don’t have the operations down? What do you do there?

Brooks Kincaid  14:52

Like I said, from day one, the focus was on fundamental value creation. You need to have successful operations across all aspects of the business to do that and to do that well, particularly given the sort of size and scope of business that we are typically buying, or our entry point. Our focus early days was not only on the fundamental structure – okay, we’re unlevered – but then also on how are we going to support our businesses? And we wanted to say, ‘Hey, insight is necessary. It is important. But if it’s insight alone, you’re then exposed to too many exogenous things that you can’t control.’ That’s not something where were comfortable with. So, we wanted to complement the insight thesis, and investment thesis, with a playbook orientation. We were going to say ‘Hey, we’ve learned a lot as it relates to operations, be it in sales, actual operations, finance and accounting, talent acquisition, marketing, all aspects of some fundamental business operations. We’re going to distill a lot of that learning and love and leverage that to provide a bridge to our companies from their current point where we come in, to what they need to be as they realize their fullest potential. And the earliest of those was focusing on the top line, on revenue, most often our sellers, founder, owner, and closely held business. They have a very high-quality product service. They’ve got some unique aspect or differentiation that is attractive to us, but the world doesn’t know about it. And between two choices, many have said, ‘Hey, I’m focusing on making sure that I maintain that quality product and service, and I don’t want to rock the boat at least. I don’t want to rock it too much. I mean, I don’t want to take on risks that I’m uncomfortable with. I don’t want to change my lifestyle.

There becomes an artificial constraint on the company’s growth. One of our earliest insights and focuses, is on saying, ‘Okay, how do we come in and start to apply a playbook mentality to relieving that constraint and allowing for the business to start growing?’ We have an internal saying that the sale solves all problems now – obviously not all problems, but it certainly helps – and a growing company then provides for the investment into resources and other aspects of operational enhancement that are necessary to support that growth and continue that growth. We initially focused on providing the playbook to sales, then translating that down into the supporting elements of sales – talent, marketing, corporate development, finance, and accounting – everything to make sure that we can support a growing organization. We went as far as to structure our organization to reflect that. A typical company at our entry point isn’t going to have a CMO, isn’t going to have a talent acquisition department, isn’t going to have a finance and accounting department, or maybe they have an accountant, but not a CFO. They probably don’t have dev, and they certainly don’t have someone who’s focused on operational excellence. We have constructed Tide Rock to have all of those things – and not just external accountants. They’re fundamental parts of Tide Rock, and that allows us to function as a bridge for the companies as they go from where we start to where we are trying to take the company and realize its highest and fullest potential.

Structuring that way also allows us to make sure that the specific functional elements of the playbook are appropriately communicated to the appropriate people in the organization. So, we’ve got a CEO, but we want to make sure that our VPs of sales in the companies are operating according to the playbook at the highest and best potential, and they’re operating their business in the best way possible. The controllers are the same thing. So, if we can professionalize and improve all aspects of or all functional areas of business, we help the CEO execute upon the insight that we had and give him or her a significantly higher likelihood for success. That’s ultimately our game. We believe a playbook, operations-oriented perspective towards insight-driven investment pieces is going to have a much higher likelihood of success if we focus on the operations versus just the insight.

Chris Gale  20:03

Excellent. I was smiling there. Brooks probably understands, because we have a list of questions, and I have questions, and Brooks, much like my middle school teacher in theater, kept up with me when I jumped to the chorus and in the middle school musical. I think you covered both points. The one thing I wanted to maybe ask is we haven’t touched on fit-for-purpose yet, and I know that you guys have talked about fit-for-purpose and the benefits on many levels, including operations. What can you tell us about that?

Brooks Kincaid  20:48

So, fit-for-purpose, meaning sort of how we fit for people who are looking to sell their company or at least bring on a partner, I think there are two different profiles, both of which Tide Rock has unique value props for. The first would be a closely held founder-led company or seller who is looking to retire, either because of personal reasons, just they’re ready for retirement, health reasons, etc. Tide Rock’s value prop for that seller profile is, one, we are going to be a good landing spot for their legacy and their people. Our orientation is towards growth, versus, say, coming in for cost reduction and so we’re going to be giving them their employees, that opportunity to go and realize career growth and expansion and to build upon their legacy. Some of these people have spent 10, 20, 30, 40 years building this business. They want to see it continue beyond them. And that’s certainly a value-prop we provide. Number two is that we don’t have a third-party dependency for sources of capital. We are the decision-makers. I’m the head of our capital employment side of things, so myself and our investment committee decide whether we’re making the deal or not. We are not dependent upon a third party to decide whether they are going to fund the deal, which can drag on both in terms of time and just deal execution risk and then three timing.

 

So, because we have the capabilities in-house, our ability to execute diligence and make a just yay or nay decision is in a matter of weeks, not months. We can execute a deal from LOI to close in 45 to 60 days, not six months or nine months. And when you’re running a business and you’re looking thinking about exiting, it’s difficult to both do a once-in-a-lifetime transaction, while also having to wear the multiple hats that inevitably, the owners and CEOs of these small companies typically do. So, when you combine all of that, that’s a fundamental value prop to that profile of the seller. The other profile that is applicable, and we’ve had several of this type, are parties who have realized that they’re starting to reach a ceiling with either their capacity or their risk tolerance, etc. They do fundamentally believe in the growth proposition for their business, and they see it. So, they’re looking for a growth equity investor. They’re, they’re comfortable giving up majority control, which we require, but they want to take a second bite at the apple. So, we allow them to come in with philosophically aligned preferences for growth orientation, lack of risk, adding leverage, and an opportunity to realize the benefit of that direct role along the way via quarterly distributions. So, it’s not only on the come, they’re getting it every quarter, and the opportunity to go realize additional value, equity value growth, which, if we realize our investment objectives, should give them sometimes equivalent to what they took out on the front end.

For founders or sellers, that combination of values is really important. One other thing I would add is that there’s also an option value for them of being able to continue to ride and see that second bite of the apple but understand that it’s not solely dependent upon them. Yes, we’re going to come in and give them a lot of resources and support functionally, but we do also have a top internal talent acquisition department that can help identify who’s going to be the new torch bearer of the company. As this person eventually wants to take retirement, we can then go find the right person to take over that CEO reign as the company grows and scales and potentially moves on to another chapter of ownership.

Chris Gale  25:15

Fantastic. We have time for questions from the audience, and I do have one here. How do you source deals in the micro-EBITDA environment you’re working in? How do you find these businesses and these founders and the types of operations you’re looking for?

Brooks Kincaid  25:45

We have a couple different channels. We built a sizable corp-dev department internally. And so over time, we’ve developed an engine for sourcing and finding companies in our size range and investment area. And we spend a good amount of time on direct B-to-B outreach, engaging with founders and owners and their advisors to make sure that we’re not only aware of them, but also when they are interested in selling, and so there’s a lot of direct proprietary sourcing that we do, and that serves two functions. One is not only the proprietary platform science, the initial investment in a company, but our model is often investing in the company and pursuing organic growth, but also inorganic growth. One plus one equals three. So that corp-dev department can source a new platform, but once we’ve got a new platform, they can then also go and source purpose-specific add-ons for that company. That’s one channel another is we maintain a broad network of relationships with other deal-sourcing providers. We have brokers and buy-side individuals, people who are boots on the ground, talking to founders and owners all the time, and ultimately resonate, can provide can connect us with sellers for whom our value-prop resonates. Those are the primary channels we don’t generally engage with, investment banks and conventional like big bake-off processes when they just don’t generally fit for us, and given the size range in which we play, those are typically less applicable. The last part is, we also engage with a lot of advisors. So even including this, the former owners of companies that we buy typically know owners of other businesses, and if their experience has been positive with us, as many have had, then they become a very good deal referral channel for us.

Chris Gale  28:07

I don’t think I can slip in an additional question and finish on time. So, for any remaining questions, we will circle back to you directly, if Tide Rock will help us out with that. Thank you very much, Brooks. I really appreciate this. Thanks, everybody, for joining, and happy holidays.

Brooks Kincaid  28:31

Thanks, Chris. Happy holidays everyone.

Categories
Operations Private Capital

The Definers Episode 4: Private Capital Consulting With Kwame Lewis

There’s private capital technology consulting. There’s private capital fractional CFOs. There’s private capital operations consulting. There is private capital funds administration. But is anybody really knitting it together into a single coherent package that anticipates what’s coming next for the private capital industry’s very considerable operations blind spot?

We won’t speak for our guest, but Gale Strategies will go on the record saying that the “front office” of private capital – for all their purported understanding of how technology rips up and transforms the playbook for every other industry – is missing the boat on their own industry (please pardon the mixed metaphors). But there are exceptions, and those exceptions are the ones to watch. We’re talking about front offices that get it and who see the CFO/operations leader in the correct light in view of every other industry. And a consulting firm to watch in that context is LewisLevy who are defining the seem between more traditional consulting for private capital that represents the opening way forward.

Chris Gale  00:02

As I think many attendees know, but there are probably folks that don’t know, The Definers webcast and podcast series on Spotify focuses on folks who are defining their marketplace, either in the process of defining it, or having successfully defined the marketplace and are leading where it’s headed.  LouisLevy Consulting is a relatively new venture, though it’s a relatively new venture doing something that you’ve spent a career focusing on developing. Can you update us on what you’re doing and the service that you’re offering?

Kwame Lewis  00:44

Thanks, Chris. Thanks for having me here. LouisLevy Consulting is the brilliant child of myself and my partner, O’Neil Levy. We are former PwC auditors. Actually, O’Neil was my manager. That’s very exciting. Anything that I know is because of him, or don’t know, haha. We both were in the industry. I was a CFO at ACORN Investments. He was a finance director at Bain Capital. And then we ended up finding ourselves at TMF Group doing CFO services. Chris has heard this tagline from me. While at TMF, we did another podcast called having the CFOs be their best selves. That’s what we’re here to do. We’re here to help, especially fund CFOs be their best selves. There’s a lot of consulting out there for corporate consulting for companies and that type of thing. But there’s not been a focus, at least in my estimation, on the funds and the funds CFO, the fund complexes, and so on. There are folks out there that do it. But you know, what I want to do is come up with this new name, this new focus, called funds consulting, focused on fund managers, their back offices, their operations, making sure they have the same strategy and vision work and processes and procedures that many of the other companies have.

It’s focused on the managers, because, again, managers have a very short, I call it life span, compared to some other companies, right? If you think about it, the fund managers that are out there in front of the private equity and VC space have only been out there for maybe  50 to 60 years. They haven’t been out there for hundreds of years, compared to companies and so on. They’re still trying to find themselves. There are lots of things going on, too, including outsourcing and co-sourcing and technology. There’s lots of different things that are out there. Trying to figure out the minutia, figure out what’s going on out there, is a lot. CFOs have their day jobs. They still have to run their finance teams, run their operations, keep the GPs happy, keep investors happy. Having a firm like LewisLevy to come in and provide that short-term help and expertise is something where I think there is a need in the market. It was a great 2024. We’re already up to 12 clients and growing, and I’m very excited to continue to see what this need in the market could present. What are those 12 clients asking you to do that they can’t? You and I both know that many tech consultancies could help.

Chris Gale  03:45

Private capital identifying tech and integrating and implementing it. There are fractional CFO services. There are fund administrators. Tell me more about this category you’re defining – fund consulting. What is it that these 12 clients are really looking for?

Kwame Lewis  04:04

That’s a great question.  This is how we break up our firm. I call it the three pillars of LewisLevy. The first one is that fractional CFO. Think of folks that don’t have a CFO. You know, newer funds, emerging funds maybe on fund one, fund two, and they can’t afford, or don’t want to afford, to bring a CFO in-house. They come to us to help them to stand up their finance functions and offer them advice. You know, O’Neil and I have more than 40 years of experience between us in the industry – answering questions, answering technical questions, working with auditors and fund administrators, etc. Just being the CFO for those clients. That’s half of our clients.

The other half is this, the pure play: funds consulting, whereby we come in on a short-term basis and do whatever the client wants. One project we’re doing is financial statement prep. I did a technical accounting memo this year that was cool, bringing back my PwC days. We helped one client switch fund administrators, which is a thing, by the way, guys. Folks have not thought about that. There’s a lot that goes into that. Any type of switch, switch of fund administrators, switch to technology causes risks. There are technology folks out there, technology consulting, but just the daily like actual consultant moving things around, doing reconciliations, etc. is challenging We help clients with that. That’s the second pillar.

The third is called a staff augmentation. If somebody leaves, or somebody goes out on maternity or you need someone to come in and do some short-term projects and stand up what’s happening at the fund, we could come in and do that. I say this, especially to all my fund administrator friends: we don’t do fund administration. We live with the fund administrators, complimenting them, helping them be better. You know that some of their clients may say they’re not getting what they need from their fund administrator. Usually, the reason for that is they just need a CFO. They need someone to pay attention to the fund administrator and the client, translating what needs to happen to make that relationship go more smoothly. Same thing with the auditors. We do audit prep. We do tax prep again. We don’t do the tax filing, but there are a lot of things that need to get done for the audit and for tax that we will be able to help facilitate. We stand in the gap. We try to help our clients just get things done and try to be quick and nimble about it as well.  Literally anything that you can think of to help folks do or be successful, we will do.

Chris Gale  06:58

It strikes me that’s a diverse set of services, rather than partnering with a consultancy that focuses on a subset of those, is there a common thread that you’re finding runs through them?

Kwame Lewis  07:17

Yeah, funds. Other consultants, like in the Big Four, or other consultants you see out there, will have more generalist approaches. We have chosen this niche of being a funds consultant.  Because of our backgrounds, because we’ve sat in the seats of CFOs and controllers and so on, we could help make things happen a little bit more quickly, speak the language, that type of thing.

We also love the emerging managers. Few firms out there do that, help emerging managers get up and running. But if you want to start a fund, like Kim Kardashian – by the way, she started a fund – the first person they should be going to for a lot of people is going to their lawyers or their bankers or fund admin. Really they should come to a funds consultant/fractional CFO for funds because we could help shepherd and tell you what you need to do, walk you through some of the terms, and the LPA and different things like that. You really can come look for us to get your fund off of the ground. That’s emerging managers and established managers, helping them with strategy, and thinking through just how they want to grow their firm. They’re going to raise another fund. Should they outsource that? Should they should they bring in technology? Should they co-source? There are a lot of different things that need to be thought about. We could help them think about it and document it. That’s the other thing. With our audit backgrounds, we’re really, we really focusing on documentation, and a lot of people don’t. They just don’t have the time, etc. We get to come in and help do that for them.

Chris Gale  09:03

Tell me more about that documentation, because I think I have a sense of where that might be headed.

Kwame Lewis  09:11

There are two things I compare it to. First, a lot of the audience may know that there’s a second thing called SOC twos, or SSAE 16s, that fund administrators do. Basically, they document and test the operating effectiveness. They call it the controls of an organization. Generally, fund managers don’t do that. They don’t need to do that, but what they do need to do is to document what happens. Because guess what? People move on. People switch around, especially in this environment. Folks are changing jobs and doing different things like that. You know that documentation remains and stays with the firm. Once that person leaves or whatnot, you want to be able to figure out what they were doing. The other thing it does, with the SEC coming in and looking at your processing procedures, folks have compliance procedures but having an accounting policy manual lets them know that you’re a mature firm. You thought about your documentation. You thought about your policies and procedures. You’ve documented it. It just helps these exams go much smoother compared to having to cobble it together and scramble when they get in. Documentation is very key for this industry. Because of time and resources, however, people have their day jobs, and they focus on getting that done, which is important and true, but to find that time to be strategic and to do that documentation, that’s where we could be helpful.

Chris Gale  10:58

What goes wrong when you don’t do documentation?

Kwame Lewis  11:15

Lots of things go wrong when you’re not doing documentation right. Things get missed. You have errors. Once someone is not around, or anything happens, all of a sudden the folks who remain have to pick up and do it. That’s where we come in, offering short-term resources. You may not be able to hire another person on the next day, but you could bring in LewisLevy to stand in the gap. It puts pressure on resources when you have to figure out and explain and train folks to do stuff when someone moves or changes and so on. If you have that documented, if you already have that there, then you know that’s helpful. There’s a checklist, a control element to make sure that the same things happen across your funds, right?  Lots of people have two to five funds. They have co-investing entities. They have SPVs, a lot of different things happening. Having that documentation, that checklist, to make sure that things happen in a standardized way reduces errors, reduces strain on resources, that type of thing.

Chris Gale  12:36

From what I’m hearing, conversations can start with any number of pain points. I need help with this, I need help with that. I need help with an emergent thing. It’s an acute thing. I want to solve this. Knowing past conversations between you and me, there’s a difference between hustling and getting stuff done and then documenting how it got done so that it can be done better and better. Maybe you want to establish the preconditions for things like automation or software or data organization.  I’ve been involved in many things where a manual or an SOP has been set up to the point where it’s super comprehensive, and so much so that people like me are like, ‘Oh, I don’t want to read it. I just want to, you know, just show me how to do it so I can do it.’ How do you both document effectively and then facilitate that documentation being used and becoming a living thing rather than something that goes on the shelf?

Kwame Lewis  14:00

That’s a great question. The answer is technology, right? Like everything else. There is technology out there that brings it to life. I think you’ve spoken with them. Exchangelodge is software that we partner with. We do all the documentation with Exchangelodge. It’s what I call an audit program. There’s a workflow component to process, a documentation component so when you put it in there once, it’s repeatable. You could say in these five steps, Sally would do step one; Joe would do step two. It’s all alive within the software, this dashboarding, which everybody’s very excited about. Because you just want to look on your phone or on your laptop at any given time to see where everything is. You don’t have to call someone and say, ‘Oh, where are my financial statements.’ You could go in there and see the status of everything.  You have your processes in there. You have that checklist effect where you make sure it’s standardized and repeatable. There’s a repository of information in there as well. You can put in documents. There are audit trails in there to see who did what, when, and who changed what. It is cool and exciting. Exchangelodge brings this new, exciting feel to documentation, especially within funds. This particular software is focused on funds, private capital, that type of thing. It’s really cool and exciting.

Chris Gale  15:54

Are there particular experiences that led you to decide to focus on this? I’m focusing on this documentation idea because, in our work, you’re describing a thing that a lot of our clients have become super focused on. We serve clients in the health tech and biopharma space where we have seen demand from, let’s say drug companies, shift from ‘Can you help me find discoveries?’ to ‘I can’t find enough pathologists, and I don’t want to burn out the people I have, but I need to figure out how to get more work done.’ We need to solve these workflows. There is this focus on workflows – not even necessarily individual productivity, but the productivity of the team as a whole, and how each individual works with themselves. What I’m interested in is, in private capital or in the fund space, are there triggers that, if I put you on the spot, are there particular triggers that highlighted for you that not enough people are doing this? It’s creating a problem if they don’t, or rather, people can succeed if they focus on this.

Kwame Lewis  17:44

There are two – I call them two stories. I’m a storyteller. One story is, again, back in my time at ACON Investments, we had a contractor there and the contractor outstayed me. I left. He just did everything that I wanted, which was fantastic. I had my staff, and then I had this contractor that did all these wonderful special projects whereby, because there are things that pile up on folks’ desks, there are things for this guy, and he would do them. He did implementations. He did anything you wanted done. He would do it. I try to emulate him, or at least have LewisLevy emulate him, to be that solution, folks’ short-term solution. It’s a series of short-term projects that have kept him busy for 10 years. That was one. The second thing we did was purely by happenstance. We had a summer intern reach out to us. Just, randomly, she did an internal audit. I was like, “Yay, great.”  I took her, and we literally did interviews with all of my staff and docs, came up with this documentation, and did this whole procedure manual.

This is something that obviously we’re focusing on in funds, but this is for every industry, including healthcare, pharmaceuticals, etcetera – having that person to document everything, see where and what your current state is. Another thing you hear a lot about Chris is transformation. Everybody’s about transformation. Transformation, transformation. But can you transform something you don’t know? What are you transforming from? What are you transforming to? Taking that stock – it’s another PwC term, they call it taking stock probably, like, 20 years ago – taking stock of what you have, seeing what the current state is, documenting what is happening today. In that document, you already start to see there may be holes, there be maybe areas of improvement that you want to plug in. It gives you that pathway and direction to say, “Okay, now I know what my areas of improvement are. What could fix it? Is it more people? Is it technology? Is it AI? I know everybody’s excited about AI, but what are we trying to fix today? That’s where that documentation, taking that time to take stock of where you are today, will help lead you into tomorrow.

Chris Gale  20:29

I’m going to reveal ignorance on my part because we serve a lot of tech companies. We serve GPs. We do serve some professional services firms, but I don’t have that much experience serving consulting firms. Is that documentation process that you’re describing typical of the consulting process? Or is that something that you’re focused on, or maybe something you’re importing into the fund space?

Kwame Lewis  21:02

Within consulting, the pure play consulting term is called the “target operating model.” What they’re trying to see is what the model is today, and then, based on preset terms and conditions, what we want the target operating model to be tomorrow.  That’s something that consulting firms focus on, I think. It’s our background of being auditors. My partner, Neil – we had a meeting this morning – and he’s a big believer in documenting even the meetings, like having agendas ready and having the things written down. It’s really cool. It just solidifies your thoughts. It helps prepare you for that meeting. That’s how we try to approach it at Lewis Levy, to try to document as much as we can. We don’t want to be there forever, by the way. That’s the nature of consultancy. We’re not going to be the CFO for 10 years. We’ll be there for a year or two. But, when we leave, we want to have that legacy that continues to propel our clients forward.

Chris Gale  22:26

You’re bringing in elements of a sort of consulting model that really hasn’t been deployed in the fund space, it sounds like. Maybe there are people familiar with it, but no one’s drilling down on it in the way you are.

 Kwame Lewis  22:46

It’s not that everybody doesn’t do it. What I’ve noticed is, the top 10 to 15 firms would have something in-house to do it. Or they may reach out to the auditors or reach out to the big four, and so on. Who would say no, right? Because if you know Carlisle is calling you to do something, you find people, and you do it, right? But being able to have that particular expertise, especially for the middle-market managers – the vast majority of managers out there are middle-market – the next level will be emerging managers. They need help with documentation for the established managers, documenting their processes. They just need someone to provide that expertise to help them think through as they do that fund launch to make it easier. Usually, what ends up happening, especially with emerging managers, it’s just a GP take. I call it the short straw man, right? They draw the short straws, and someone has to go look at fund administrators and treasury and lawyers. You know that’s not what they want to do. They want to be out there doing deals. We help that. We help take the operational burden off of them and help them there. People do it. But again, the focus is more on the day job, getting things to happen, making things happen.

Chris Gale  24:13

If I understand you correctly, firms, when they reach a certain scale, have to do it because, if they don’t, they aren’t going to stay at that scale very long, or they are going to plateau, right? What are the advantages of doing it sooner? I’m asking a theoretical question. In your experience, if you think about firms that have integrated a documentation approach to their processes earlier, what have you seen in terms of how that allows them to grow and progress differently?

Kwame Lewis  25:04

Basically, this is how you know private equity and venture capital firms work. They raise funds. They raise fund one, fund two, from three, and fund four. As you raise more and more funds, there are different nuances to the funds, right?  There may be co-investments that go along with it, or there may be a different structure – AIB, or they may have parallel funds, or they may have different investors – so there are a lot of things that go on and happen. And so, to remember all those things, to remember the simple things like “Why did we do this in fund one versus fund two, and now we’re going to raise fund three?” How are we going to do it? What are we going to do? In this case, that documentation helps with the strategy? The strategy of building your firm from fund one to fund 10 is totally different as you go along. Trying to document and remember all the things that happen as you go along is almost impossible. Really. It’s almost like every fund is its own little new company. You have to remember all the nuances. Then other people use different strategies, right? You have a private equity fund versus a credit fund versus a real estate fund versus, you know, something else, right? Trying to remember all these strategies, all these nuances in your head, and having them not documented anywhere, it’s crazy to think that somebody could do that.  That’s why I’m spending that time and understanding documenting what’s there so that it stays within the firm. Even if personnel changes or people get promoted or move on to other things, you know that that documentation is there forever.

Chris Gale  26:40

I’m inferring from what you’re saying that, if a process was working, you probably practice it internally at LewisLevy as well. Is documentation a one-time thing, or is it an ongoing process? I’m re-asking a previous question, but I’m fascinated by this ongoing documentation process.

Kwame Lewis  27:20

It’s like anything else, always evolving. That’s why having software, trying to do it in software, versus doing it in Word or Excel, is very powerful. You can see that evolution in front of you. For example, you have a fund one and they had, you know, 10 investors doing one set of things. You go to fund two. You would think, “Okay, well, all my processes should be exactly the same for fund two. Oh, but wait. Now we have foreign investors.” So, you can see in front of you how things more often change and evolve. Doing it in technology helps do that and helps keep everyone on the same page. The other thing with errors, Chris, is that maybe someone didn’t see something somewhere because it’s in somebody’s email. This helps everybody play from the same score sheet and keep everyone together and keep everything in one place.

Chris Gale  28:18

We’re out of time. If you’re open to it, I’d like to have a follow-up conversation. I know people that we do work with would like to hear more about this. This is called The Definers, and it would be really interesting if someone could see the client list because what you’re describing seems to be an exceptionally hard skill for any organization to have. We’re about to have an off-site on Wednesday here at Gale Strategies, where we’re going to be trying to work out processes so we can continue to scale. It does seem to be a topic of the moment for what we’re seeing in our marketing world in multiple industries. You’re a friend of the firm. I would be willing to bet that if we were to look at those 12 clients and the ones that are long-term clients for you, it’d be really interesting to see what their trajectory is compared to other firms in that life cycle.

Thank you, everybody. We really appreciate it. Stay tuned. We’ll have more. Thank you so much. Kwame.

Kwame Lewis  29:39

Thank you for having me.

Categories
Media Relations

The Definers Episode 3: Jessica McNellis and How Top Tier Media Happens

How do you get top tier coverage? Do you have a new product launch, partnership, funding, or are you making major strides for the future of your market and not getting proportionate recognition?

Jessica has more than ten years of experience creating and leading B2B public relations for companies spanning the healthcare, technology, legal, and sciences industries. A seasoned media relations professional, she’s earned clients’ interview and byline placements with notable business outlets, including The New York Times, Forbes, Bloomberg, and The Wall Street Journal, and a myriad of regional and trade publications. She has a proven skill for connecting clients’ stories with relevant news and works with clients to ensure media placements are leveraged to further their message with target audiences through engaging content, social, and marketing materials. We ask her why some companies and their media relations succeed, and others fall short.

 

Chris Gale  00:02

This webcast is prompted by some businesses that have been coming to us to talk about top-tier media relations. There’s especially been a little bit of a surge in the last two months. What seems to be happening, as far as we can tell, is that with interest rates and what’s happening in the venture capital community, there are businesses that need to talk to a larger audience. They see top-tier media as the opportunity to do it because they’re looking at trying to extend their runway. There’s another set of businesses or investors as well. They’re coming to us, and their model helps protect them from that particular environment. Perhaps they are not leveraged, or something about their business means that this is a good time for them. While others might be struggling, they have an opportunity to invest if they raise awareness of what they’re doing. They’re built for this kind of environment where the cheap money goes away, putting the macro stuff to the side, and some folks are joining who do not necessarily come from the private sector.

Everyone’s coming to us saying, “Okay, how do you achieve that top-tier media result? We already have a PR firm, and they’re supposed to be the best in our particular industry, but they don’t seem to be able to bring us the kind of stuff we see you bringing for your clients. How do you do it? So, we decided to just publicly ask Jess McNellis, our principal here at Gale Strategies, how she does it, how we do it here at Gale Strategies, and how she’s done it through her career. There is a Q and A at the bottom. We would love to have your questions and answers. For former colleagues of mine going way back to grad school who might be joining this webcast, sarcasm is welcome, if you wish. So, Jessica, how do we reach top-tier media?

Jessica McNellis  02:08

Top-tier media is certainly a highly competitive space. At the end of the day, it’s often a game of reaching the right reporter at the right time with the right story. Oftentimes, companies focus their outreach efforts on sharing internal news that they’re excited about putting out there, like new partnerships, product launches, and new hires. Then they are disappointed when that doesn’t garner an immediate result in the top tier. If you’re looking to begin building top-tier relationships to drive a feature story in the long term, the best way is to insert yourself into the stories that reporters are already covering, they’re already writing about, so you’re leveraging your expertise to be a resource to them for the topics that are interesting to them. So, when we’re engaging with reporters from the New York Times and Wall Street Journal, a lot of their coverage is often driven around breaking news headlines, what’s timely that day, what’s pressing, what’s happening right now, and tying your story into those timely news hooks.

For example, at present, the election and how each administration’s policies might impact businesses in your industry. Or how Covid at one time was the breaking news headline, and finding a way to talk about how what you were doing would impact the pandemic. Those breaking news headlines and finding a way to bring a fresh story, a fresh perspective, to these angles that they’re already saturated with is a great first avenue to build that relationship. Get in front of them, make your name more familiar to them, and build yourself up as an expert with the idea that, in the long term, they would see more value in some of the Internal news that you’re putting out like those partnership announces, product launches, and other bits like that. Tying your story to those timely news hooks and inserting yourself into the stories they’re already covering is a good first avenue to get a top-tier media hit where you’re included in that story. Then, driving forward a story where you are the headline is certainly more of a feat, but it is still possible in the top tier.

Chris Gale  04:08

Excellent. If I’m a Human Resources consulting firm or I am a law firm, and I have some engagement to announce, you’re saying the industry press might be interested. But if I want to get to the top tier, it’s got to touch a larger trend.

Jessica McNellis  04:35

Ideally, a larger trend. If you do a mini audit of many of the top tiers, oftentimes they aren’t covering partnership announcements unless it includes a household brand name that is appealing to everyone in their audience. Or they won’t cover a new CEO announcement unless it’s at a major corporation or someone coming from a major corporation that’s going to drive those clicks. But if you have a story that’s a new partnership announcement, and through this partnership, you’re going to be addressing this issue that’s important to a high percentage of their readers, the focus of the story could then be on that issue, that trend, with the nod to the partnership as one way that this is being addressed.

 

Chris Gale  05:25

Excellent. If I don’t have the big-name element, can you give me an example from some of the media results you’ve brought across in terms of a larger trend that a piece of news can fit within?

 

Jessica McNellis  05:44

An old company I used to work with was in the edtech space. During the pandemic, there was certainly a lot of news and concern around the education sector about whether students were falling behind in the remote education space. Schools were struggling. Teachers were struggling. Administrations were struggling to provide kids that same level of education even though they were doing it through a screen and not getting that same one-on-one attention. So, we had put forward this edtech company to talk about their program to drive more advancement in math, specifically. So, it was very niche. We could focus on that broader trend of students falling behind, while here was an education technology that could specifically address this problem.

That alone might not be enough because I’m sure those reporters covering that topic were getting an influx of pitches from every single education technology company that came out of the woodwork. They were just sifting through them, trying to determine what’s different, what’s new, and what works. So, they really leaned into providing data and collecting data on how students were progressing using this technology as a point to bring forward to the top-tier reporters.

Then, as a second piece, they also had a really interesting founder story that had previously been overlooked in their PR efforts. They had a founder who had been a teacher in charter schools for 10 years and had worked on curriculum. She had also gone to MIT and had this amazing background that she was putting together to create this technology. She had been working at the teacher level, saw an issue, and shifted to create a technology that could create that change. So, we leaned into that human interest piece about the founder, some of those teacher stories, and then also the data piece and how it actually works. We’re not just saying it works anecdotally. It was tried and true at these schools, even if it was at a smaller scale at that stage.

Chris Gale  07:56

If someone doesn’t hire a PR firm, how can they figure this out for themselves? Because I think we’ve all had conversations on the PR side with clients who say, “I have this amazing story.” Is there a way of reading the news to discern what those trends are, that you might have something contrarian, that your news might have something contrarian to say about this larger trend, or to figure out what is the top-tier-worthy part of what you do have?

Jessica McNellis  08:39

Reading those target publications that you’re looking to be featured in, see what type of news they’re covering. See what reporters are covering that news. You can often read between the lines to see what type of criteria they’re looking for. Sometimes that’s a financial criterion. They might not cover deals or funding that’s under a certain value. They might only cover things that check certain boxes that they can pitch to their editors. So, trying to read between the lines and figure out what pieces of the puzzle you might need to bring forward to them can be done just by regularly reading their coverage and getting a feel for their writing and their stories that they’re often picking up.

A second piece to that would be, if you read a story and you think, “I could have said this, my competitor was quoted, and I have the same point of view. I could have been featured here as well.” Then you try and pitch yourself to that reporter. The old story has now already been told. They’ve already written it. It’s no longer new, timely, and novel. You have to bring them something unique. What’s your unique perspective that you’re able to bring to that story? What’s something fresh that they haven’t already covered? Because the likelihood that they’re going to cover the exact same story in the exact same way with the same perspective from a different person is unlikely in this current news environment. I’m looking at what they’re covering and then trying to have an eye for what’s missing from that story, what might have been overlooked, that might not be on their radar yet and would be interesting to their readers.

Chris Gale  10:11

You’ve described a lot of ways to look at news and how it might be relevant to a larger storyline. You’ve talked about reading the news. You’ve talked about reading target publications. You haven’t talked yet about who you know. I think people tend to come to us and say, “What connections do you have top-tier reporters?” Is it the connections that you have with the media or the quality of the story you have in terms of how it taps into these larger trends?

Jessica McNellis  10:55

It’s a common misconception in the PR world that if you have a high Rolodex of reporters, you are just able to call in a favor, and they will write a story featuring your client based on that relationship. I would say I’ve never seen that to be the case. Certainly, having a high Rolodex could be an indication that you are good at building reporter relationships. But, at the end of the day, reporters are looking for the right story for their audience. They also have editors who oversee them in some capacity and determine whether a story can go forward or not. The idea that having a relationship with a top-tier reporter is going to instantly result in a feature in the exact messaging that you want is a little bit unrealistic. Reporters are always putting the story first.

I would say a much better quality to be looking for when you’re vetting PR firms or when you’re looking to do this on your own is just having the story and having the capability to build that reporter relationship. Reporters are often also bouncing around to different positions and different beats. So having one reporter one year that is your tried and true, that’s able to cover all of your news, might move another year to a separate publication, or start covering an entirely different industry, and you’re going to have to work from scratch to rebuild with whoever has taken over that beat. Building reporter relationships is a high priority when seeking out PR firms. Does the firm have someone who can do that from scratch without any inroads – just an email – and shape that story for you, look at your business, see the connection between your business objectives and your story, and how they tie into the publication’s news cycle and what’s interesting to their readers?

Chris Gale  12:45

So, if Gale Strategies, bizarrely enough, was to hire a public relations firm, the reporter relationships and connections are important. But are you saying that it’s sort of a lagging indicator of the quality of the work? In other words, the media relations of the quality of the work that the PR firm is doing is less about their connections, but rather that they have connections because of how they do the media relations.

Jessica McNellis  13:12

Exactly, I would say connections are a good peripheral indicator that a firm is good at building relationships. But, oftentimes, the person that’s going to have an interest in your story could be someone that you’ve never reached out to before or have no connection to. Being able to shape that story and make it interesting to a reporter, make it something that they’re opening in their inbox and asking for a follow-up interview about, is a much more important skill than seeking out PR firms. It’s better than someone who has existing relationships that they can turn to in hopes of facilitating a story.

Chris Gale  13:49

I know that you’ve done work in the nonprofit sector in New Zealand. Is that an illustrative example? You’re not a media relations person embedded in the New Zealand media landscape, but you achieved impressive results in an entirely different sector or news environment than where you had worked previously. How did you achieve that? You didn’t have any connections, but you achieved top-tier, high-quality results. How did you do that?

Jessica McNellis  14:21

That goes back to the point about working on your skills of building relationships. When I was working with the nonprofit in New Zealand, they had a list of top broadcast targets and top-tier New Zealand publications that obviously I had no inroads with. So, we just did the initial work of looking through their stories and what types of stories typically get published in those outlets and tried to draw that line. They had a really interesting human element. They had a beautiful nonprofit story that drove a lot of public interest and had a lot of public impacts. Even at the mid-level, they had a government impact that previously wasn’t being addressed in the media. So, we leaned into that and started to build those relationships.

Once reporters got on the phone with their founder and heard their story, it was an easy road from there. That would be an example of having no existing relationships to work off of and just having to shape a story that aligned with those publications’ audiences. It’s proof that if you have the right story, it does not matter if you had a pre-existing relationship. I could say the same for you at each stage of your career. Chris and I worked together in a past life at another agency. Oftentimes, we were working in different regional markets that you’d never touched before or were working with reporters or lawyers in different countries that you were trying to play catch up on what was relevant to that media market. Oftentimes, that coverage was not a result of having a preexisting relationship with a reporter. It was having to quickly build a relationship with a reporter and align their story with the reporter’s coverage.

Chris Gale  16:11

Anybody who has questions, please fire away, especially if I’m not getting to a question you have on your mind. Most companies come to us, and they want to be in the Wall Street Journal. They’d like to be quoted on something. They’d like to be seen as this source of information. What everybody wants is an article in the Wall Street Journal saying you’re doing this or that thing because it’s presumably amazing. I hear you describing a matching, what sounds like matchmaking. Where, in that New Zealand example, was the thing that they thought they wanted to share with reporters and the thing that reporters were most interested in. Did you need to ask more questions to orient yourself on something else? Did you have to ask certain questions? What were those questions that were uncovered in that or another instance to find the thing that is both interesting to the reporters and useful from a business or organizational mission perspective?

Jessica McNellis  17:57

In that case, what they brought me on for was to get the media coverage around events that they were hosting locally. The top-tier media doesn’t often publish headlines about an event being hosted that’s a little bit self-promotional. It would be something that might be on some sort of an event board or a calendar somewhere, but not a headline. So, we did do the deep dive to say, “Okay, you’re hosting this event, but why are you hosting the event? What are some of the deeper issues behind it?” We ended up digging deeper into why this nonprofit was started, this bigger community issue, some of the stats behind how it was impacting everyone locally, and the opportunity for people locally to get involved through this event and become part of the organization in a way.

So instead of leaning into pitching a story about how they were hosting an event and, if a top-tier reporter wanted to cover that this event was being held, we honed in on how the story was a deep underlying issue that’s impacting the community. The community can get involved in XYZ ways. There is also this event happening this weekend, which makes it semi-timely to cover it now, and then the final stories usually ended up being about this broader issue with a mention of the event, which is what they still wanted. They wanted to get news about the event out there, but the headline was never going to be the event. We just wanted to make sure that the event got noticed in the media. It ended up driving a lot more engagement publicly too, because people were more interested in the piece of the story that they could see themselves in, which was, “How do I get involved? How do I help create change?” Whereas, you know, if they’d spotted a headline about an event across their inbox, they might disregard it. They wanted to see themselves in that story. They were able to see themselves in that story and see how they could make an impact. It continued to spiral from there. We were able to drive even more top-tier immediate interest because people were now talking about it.

Chris Gale  20:01

What you just said was fascinating to me because I have been doing media relations in the government space, but I’ve never done media relations in the nonprofit space. The private sector seems to be constantly up for self-promotion, especially companies selling products. Even in the nonprofit sector, reporters are like, “Yeah, I know you want to write the story about how great your organization is, but we’re not going to do that.” Is there anything that organizations can do in either selecting the story they want to say or enhancing the chances that it airs increasingly on a feature about them and who they are?

Jessica McNellis  21:17

I think it is still trying to do that matchmaking behind the scenes. One example that’s popping to mind is a recent client that we worked with that had a few pieces of news coming out. The piece that they thought was the most noteworthy, that they thought was going to get the most attention was this rush in new customers and new leadership announcement. Internally, I’m sure that was the most exciting element impacting their organization. Then when we were reading through the different announcements, we realized the announcement that was likely to drive the most attention with the media was a piece of research that’s coming out that aligned with what a lot of people were talking about in the broader industry space. It provided statistics that could help prove that point that reporters were starting to toy with. Once we were able to have those conversations, it did drive a lot of attention for that client. Their research was something internally that they thought was important and they wanted to get out, but they didn’t realize that it would be the hook that would be the most interesting to reporters.

It’s easier talking to reporters when you’re able to talk about a story that they’ve already been peripherally talking about or have completely missed and can share data and promise more data to come and offer interviews with expert sources. They were able to be more of the headline because the entire story was about their research. It was hard not to have them be the focus in that instance. But that would be one example of finding the right story within your organization. Something that you might have shelved as just a press release to put on the website might actually be the center stage story that you need to be pushing out to the media. And the story that you thought would be the big headline news might be something that they’re not interested in covering.

Chris Gale  23:18

My final question relates to after The Wall Street Journal feature occurs. What’s your advice on not being caught in a situation where it’s like, “Wait, we’re in Wall Street Journal!” and then nothing happens?

Jessica McNellis  23:47

I think a lot of people make the mistake of thinking that the top-tier media hit is the end of the line when really it just sparks a whole second part of your PR campaign. When you’re looking at top-tier media publications, many of those are blocked behind paywalls. So, while they do reach a wide audience, if you’re trying to have a specific audience within your network read it, the likelihood that they have a subscription is slim. If they have one, have they happened to have logged on that day? Or happened to have read your article when it was being pushed that day or before it got buried in the next day of coverage? Paywalls minimize the eyes that are on that story. To make the most of it outside of the story beyond publishing, you really want to push it on social media, have people within your organization pushing it on social media as well, with their own context, and share on your website, whether that be in a news section or even including the logo on your homepage. People who are quickly bouncing to your website can see that you’ve been credentialed by a top-tier media publication. If you have newsletters or communications that go out to your audiences, your investors, and other stakeholders, you should be featuring that in those newsletters so that they’re getting eyes on that.

At a more micro level, use the top-tier appearance as an excuse to reach out to prospects or clients or partners, to have that one-on-one email touchpoint. There are a million other ways you can repurpose it. Whether it be submitting for awards or when you’re at an event, have printouts or QR code channeling back to it. The expectation that you’re going to get top-tier media coverage, and that’s the end of the road, and there will be this influx of interest from whatever party you were trying to catch the eye of, is certainly unrealistic in the sense that there is a whole part two that lasts weeks.

This topic is probably the subject of a webinar for another time. Also, you can leverage media to get more media once you’ve been credentialed somewhere. You can use it to hopefully get the attention of more media. It continues in a non-stop spiral to continue to drive that engagement.

Chris Gale  26:05

We’re at the end of time. I love where that finished. We can follow up with members of the audience who might be interested in more. That art of achieving the media result starts when you’re planning the media activity and leads to how you’re utilizing it afterward. That method of spending money on media relations to get the most value out of it is, I think, interesting.

Maybe we can have a further conversation about that or include some additional team members on how to get the full value out of the hopefully successful media relations dollars you’ve spent to reach the top tier. Thank you everybody for joining.

Categories
Finance

The Definers Episode 2: Mike Trinkaus and Co-Sourcing

Mike Trinkaus and his team have defined what “co-sourcing” means in fund services. Category creators and those on their way to being one are joining us March 26th to find out what makes 4Pines Fund Services so successful in what they do. We’ll ask Mike why other fund administrators are reluctant to take up co-sourcing in the same way his team does, why it’s a winning formula for 4Pines, and what the innovation stack they’re building looks like to better serve their clients.

Chris Gale  00:02

This is the second episode of our series here at Gale Strategies, the Definers. I’m super excited to have Mike Trinkaus here, our client at 4Pines Fund Services. We call the series the Definers because we love to work for companies and individuals that are actively defining the future of their particular industry or an aspect of their industry. What we mean by that is: pursuing a business model – disruption is an old and maybe tired word – that’s changing the industry. Then, because we’re marketing and communications folks, leading the industry actively in the thought leadership of not just doing the thing, but also helping to articulate and explain it and bring together a movement.

Mike here is an embodiment of what we get excited about. We find ourselves often talking to folks in our network or other clients and saying, “You should look at this guy, Mike Trinkaus, and the team at 4Pines. They’re doing something particularly interesting.” We’re going to ask Mike about that. And we’re going to zero in on one thing in particular that folks in our network have been excited about and asked us about. We’ve pointed to Mike so many times that we thought he might come on in person and explain himself instead of us being the filter.

Talking about something that your competition is unwilling to say or can’t say – fans of Hamilton Helmer may be familiar with counter positioning – there are elements of that.

Mike, I just realized. Can you do a quick intro about 4Pines?

Mike Trinkaus  02:04

Thanks for having me. I appreciate the opportunity to speak to you. I’ll first say that I’ve never thought of, certainly myself and us at 4Pines as definers or anything along those lines. But it has been a really interesting journey to watch what we’ve been able to do with you guys around certain aspects of the message that we want to get out there, and how that’s currently making its way through the market. So that is pretty exciting and I can’t wait to dig into that a little bit.

But who we are: we’re a fund administrator. We do back, middle, and front office work for venture capital firms, buyout firms in the private equity space, and secondary shops-funded funds. We do a little bit of credit in real estate, and real estate space as well. But we’re essentially a managed services firm with a little bit of a hint of a technology angle as well because we’re very, very big on and using technology in efficient and effective ways. Very big picture, that’s kind of who we are. We care about people first and foremost. And we couple that with the technology piece.

Chris Gale  03:20

Before 4Pines, you are a former CFO, and one of your cofounders, Celeste Barone, is a former CFO of portfolio advisors. Celeste, I think, came from Commonfund.

Mike Trinkaus  03:35

That’s exactly right. Essentially, we’re a group of executives who came together through a variety of different careers. Celeste and I both came from the PE industry. We both spent a number of years as CFOs in the space. Our CFO has an engineering background, did a lot of contract manufacturing, and ran global teams in his career. Our CTO is an expert in automation who came from IBM. Our head of product is a longtime fintech guy. We brought together those collective experiences to end up where we are today with this philosophy, vision, and strategy that we have at 4Pines.

Chris Gale  04:25

You are a fund administrator with a CTO, which is fascinating. Maybe I’ll come back to that in a second. The thing that you talk about that other fund administrators sometimes talk about, but not with the clarity and with the sort of bravery that 4Pines does, that’s co-sourcing. Can you explain what is co-sourcing?

Mike Trinkaus  04:55

Absolutely. Happy to do so. I do get asked that question a lot – exactly what co-sourcing means. You know, over time, I’ve started to parse this into two places. There’s this holistic definition, which is a bigger picture, a broader concept that I’ll talk about in a second. And then there’s the everyday operational piece. So let me start with the bigger picture, the holistic piece. Co-sourcing is part of a broader vision that we have around the industry in and of itself, and where we think the industry needs to go and shift towards as the market changes and as the industry changes. As you start focusing on partnering with your clients – truly collaborating with your clients and doing things that incentivizes each other to work together in the same direction – as opposed to what we’ve historically done in this space, which is, “I go behind the curtain on this side. I do the stuff I’m supposed to do. You sit on this side. You hope that I’m doing the stuff that I’m supposed to be doing. You hope that it’s right. And you hope that I meet the deadlines, without any visibility into what we’re doing at all.” We want to redefine what all of that means. As part of the redefining, of what we think the fund advisor business should be doing going forward, we’ve landed on co-sourcing.

On the operational level, the definition of co-sourcing is quite simple. We want to partner with our clients. We want to collaborate with our clients. So, one of the best ways that we think to do that is to jump into the software, the tech stack of our clients, and, in particular, their accounting technology platform. That opens up the power dynamic a bit in the relationship. Historically, firms would outsource. We would have all of their data, and it put them in a tough spot if we weren’t delivering. One of the things I said when I first got into this space was “My background is as a CFO and as an operator. How do I protect myself against that?” If you go back 10 or 11 years, we were only 30 to 35 percent outsourced as in industry. One of the things that I used to hear a lot was, “You have my data. I don’t want to do a data migration.” My initial thought was, “Okay, let’s take that off the table. Let’s talk about what co-sourcing is, and how co-sourcing can address your biggest concern that you’re giving me for not wanting to outsource.” That really started the journey of what co-sourcing means and how you define it. Very simply put, we operate on our clients’ platforms.

Chris Gale  07:58

On one hand, it’s a simple concept. But the impact of it once you go down that road – it opens up a lot of different possibilities of what you could be doing, which I want to get to further on.

To recap, the traditional model would be outsourcing. If I was the front administrator, and you were a private equity CFO, I would have the general ledger on my side. Then you have a deadline coming up, you wonder where the work is. It’s coming. But you can’t really see it. If you aren’t happy with my work because my team is changing or I’m missing deadlines, you’ve got to extract all that data. You might actually have a set of books on your side that you’re checking against the GL that’s on my side. What you’re saying is, “Now I’m going to be honest.” With co-sourcing, I’m going to be doing the work on your side. All of the value that I’m creating, all the workflow, is going to be visible to you. You know exactly where I am.

Mike Trinkaus  09:29

In a nutshell, that’s it exactly. We’re opening up what used to be a black box to our clients, the GPs, and we are saying, “Hey, the model has to change. We want to partner. We want to collaborate. We want to provide transparency to our clients because the market is changing. The needs are changing. The strategies around information and access to that information are changing the tech analogy is changing.” Ten years ago, you couldn’t do a lot of these things efficiently and effectively. Today, a lot of GPs are resetting their internal operating model around data, how they’re using it, and how they’re connecting across different platforms. In our view, we don’t want to be a problem in that process. We want to facilitate that process. We want to help move data if we need to so that you can get it to the places without downloading and uploading and using a manual process to get to where you need to be. I think you described it quite well.

Chris Gale  10:45

Why are you virtually the only one of the fund administrators talking about co-sourcing so enthusiastically? I’ve seen others quoted where it’s like, “If clients want to do it, we can do it.” But you’re an evangelizer.

Mike Trinkaus  11:01

Yes – 100 percent. One, we’ve spent a lot of time thinking about the operating model, and what it means to be a co-sourcer. I can talk about some of the challenges around it because it’s a trade-off with everything we do. Our operating model has been built and designed with the vision of this from the beginning. When we started in January 2020, what we put in place lends itself a lot more easily to a co-sourcing model. There are reasons for that. That’s why we’re so gung-ho about it.

There are two things. One, because we focused on it from day one, we can put forward an operating model that allows us to not succumb to some of the challenges of co-sourcing like the incumbents because of how their operating model is built. You know, they’re challenged on the legacy side because they’re not built for this. They are built for the old model that is closed off, that isn’t collaborative, that isn’t integrated. It doesn’t mean everybody is against co-sourcing. Some folks are reluctantly talking about it because it does make a lot of business sense and creates some business opportunities because there is a lot of interest and enthusiasm in the market for it. So, you are seeing some folks ignore their operating model to take advantage of certain business situations. But the reality is that many firms in the market – whether their legacy tech or their legacy operating model isn’t built for a co-sourcing model that is scalable – have zero incentive to push this model. Again, we’re just the opposite. We’re trying to build something from the beginning. That allows us to scale this in a meaningful way. Because that’s what our strategy has been from day one. We can do it because that’s what we’re building to do.

Chris Gale  13:13

About this idea of saying something your competition is unwilling or can’t say – if you were to say, “We’re transparent,” if Gale Strategies was working for the competition, we could say “No, we’re more transparent.” We might cough up some numbers to show that if I were working for your competition. Why would the competition say “No, we’re not talking about co-sourcing?” Can you share a little bit more about why the marketing and sales team of the competition is going to be held back? Why would they be reluctant to say something like you’re saying? Can you share more from their perspective? I realize I’m asking you to speak in your competition’s voice.

Mike Trinkaus  14:11

If I were them, I would push the conversation away from co-sourcing. They’re not built for it. Everything they’ve done – if they’ve created efficiencies, if they’ve created automation on their side – it all goes out the window in a co-sourcing relationship. That’s one of the challenges with it.

I’ll give you a perfect example. If we have an accounting platform that we’re using, we invite our clients in. We’ve created some integration with some other platforms that we’re using – LP portals, waterfall tools, etcetera, etcetera. It’s really easy to put 20 clients on that platform, and then push that data out to those different platforms that we’re using for each one of those 20 clients in a co-sourcing relationship. If I have 20 clients and they’re all co-sourcing, I now need to figure out the most efficient way to connect to those same systems through 20 different instances of that platform. The teams, in most cases with many folks in the industry, just are built and prepared for that level of work and sophistication. Concerning automation and integration, we’re constantly thinking about the best way to do that and integrate. It’s not easy, but we can do it. So that is one example of why somebody who’s an incumbent will push their marketing firms to not go all in on this co-sourcing. Again, it’s disruptive to the operating model of many folks in the industry, given they’ve been around for 10, 20, 30 years. There are legacy people. There’s legacy technology. It is turning that operating model upside down when going into a co-sourcing relationship.

Chris Gale  16:09

So, there’s a cost to be paid to do my work on your side if I’m the fund administrator. I’m more exposed. There’s a lot of systems investment, workflow investment, which like I said, I think we’ll get into. If I’ve got all this existing business that’s easier and doesn’t expose me to those things, then I’d rather try to compete against Mike on something else.

Mike Trinkaus  16:37

The reality is that there are a lot of downsides to co-sourcing when you initially look at it. But to me, that’s a short-term view of how to look at what co-sourcing can do for you and your clients. We don’t want just clients. We’re looking to form partnerships, with real collaboration. with our clients. The way we do that is, we expose ourselves a little bit. We have to say, “Hey, if we’re not doing the job we’re supposed to do if we’re not transparent about what we’re doing, how we’re doing it, and who’s doing it, isn’t that a bit unfair to our clients?” We need to stand up a little bit and sit up a little bit straighter in our chair. The reality is, if we do the job that we’re supposed to do, whether we’re co-sourcing or not co-sourcing, we’re going to have a great client. When we’re in a co-sourcing relationship, it just opens up the possibility for a stronger partnership to be strategic with how we help our clients out. It’s really up to them in many ways to drive it. But it puts us in a position to help them achieve what they’re trying to achieve. Because the finance departments continue to become more important for the GP, they need some partners on the operation side that can help them be more strategic, help them execute a better plan around data on their side. It’s really what we’re trying to do. If we do that, we’re going to end up okay, and I think we’re going to execute on our vision and our strategy of what this industry should look like.

 

Chris Gale  18:26

On that basis, maybe there’s a pre-agreed set of questions that I’m working through. I want to take the last question and move it next in the sequence because I think we’ve kind of danced around the workflows and the investment and all the stuff that has to be in place to make this work. That’s important, which is to say, we’re talking about it at a theoretical level.

What have you done and what needs to be done to make co-sourcing work? It sounds like the alternative could be, again, if I’m the fund manager, I could be working on your side on your software. All I can do is screw it up. It sounds like I need to have some workflows and some familiarity that I’m not going to be able to do on day one.

Mike Trinkaus  19:23

It’s certainly a journey because, in many, many instances with co-sourcing, we’ll jump into existing systems. The first thing you have to do is go in and understand what’s there to begin with. Then you need to assess what you need to fix because, oftentimes, what we see is a process that’s been developed over time for a specific firm. Yes, it works for that specific firm. But what you see is you may not have broader expertise because you do the same things over and over. We like to come in with a much more well-rounded experience within the platform. We usually can find some easy fixes in areas that can make our job easier, help the clients in the long run, create some reporting, and different ways of doing things. In terms of workflows, yes, we really like to outline the relationship, and document all of what that looks like – building some workflows, some controls, build other tools that we have at our disposal, that work alongside or on top of many of the different software technologies that we have to use. It becomes an operating infrastructure that we leverage that integrates and incorporates into all the different aspects of the relationship that we have with our clients. That takes time. It’s not a one-quarter or two-quarter process. It’s a continuous process that you go through because the business changes. We need to understand what you’re doing, what are some of the gaps that we’re seeing, then we have to address the gaps, and then it’s, “Okay, here’s our operating model today, but your business is evolving. You’ve raised another fund. Maybe you’ve added another investment vehicle.” Whatever the case may be. All of that information, that process, that cadence, over time, becomes a living and breathing document. How do you change that on a go-forward basis? How do you implement it, integrate it, etcetera? That’s part of what we do regularly with clients.

 

Chris Gale  21:48

Are you talking about doing that on a one-off basis? Or is working with 4Pines different because you are implementing it across all clients? You have a CTO. Is it all people processes? Are you also looking at automation on the 4Pines side?

Mike Trinkaus  22:06

Oh, absolutely. Automation is a big part of it. We’ve talked a lot over the last couple of years about the shortage of accountants. They’re not studying at the same rate in college. We’ve focused a lot on automation, being able to do things in an automated way that historically we’ve used people for. We spend a lot of time on automation. That’s not a one-off. That is across our clients. That’s a process that is core to our operating model. I think that’s probably a bit different than what you see in the industry, our commitment to continuous improvement, project management, etcetera, etcetera. We are committed. We meet every quarter, every month, to talk about a variety of these topics.

Chris Gale  22:59

I know the value you place in great people and disciplined execution, quality. I’m going to come back to the CTO. Let me explain why I’m coming back to the CTO. When we talk to companies about not just making a claim and then trying to provide evidence and why you do it better than your competition, and you get into this he-said-she said, finding something that you can say that others can’t, and it sounds like sometimes it can involve something where you give something up. You give more transparency to your clients because it’s really hard for your competition to do that.

But that also seems to mean that it can’t just be marketing. Traffic can’t just be something that you can say to someone else, “You have to build a product that underlies that.” What I’m wondering is, in this world of software, do people need to think through not just the people processes, but the project management and the workflows, how to do this with the kind of regularity that software offers? Is there more secret sauce under the 4Pines’ hood, in addition to the excellent people?

Mike Trinkaus  24:29

I’ll first say, you know too much about 4Pines. We’ve built some of our technology to do exactly many of these things that I’ve talked about related to collaboration, integration, and transparency. We have a platform that our entire tech team has built alongside the input from really almost everybody at the firm because we take input on a pretty regular basis. We use technology to help us with many of those pieces of the vision around the operating model in the industry focused, again, on three areas –  collaboration, integration, and transparency. You can do that both at a people level as well as a technology level. The people, internal, external, etcetera, we think, again, are a nice overlay to the co-sourcing model because it achieves and addresses the same things that we’re trying to address in co-sourcing in a different aspect of the relationship. I could sit here and talk all day about it. Once you see it, it then makes sense. Because technology is one of those things where, until you see it, you only have a sense as to what exactly it’s doing. You could talk on an app, but you start to lose people after a while. So have a platform.

Chris Gale  26:12

We’re a marketing and PR firm. Oftentimes we come to an existing product. We’re asked to amplify what you have started. From the beginning, it seems 4Pines was built to do something that other folks didn’t want to talk about or did not want to propagate. This is going to be a horrible analogy. But I used to work in state government. We got a lot of great media attention for this analysis we were doing on a fish species. Another state agency said, “Hey, we’d like to do one of those. You got so much media attention.” It was like, “Well, the reason why we did that is because we had this antenna; it took a lot of work.” What I’m getting at is, it’s not just messaging. It’s the messaging and the product development that are intertwined.

 

My last question: we spoke to Richard Chang, who is a founder of his company. We’re speaking to you. You’re a founder. Some folks are going to watch this who maybe don’t want to be founders. Maybe they want to enable it because they are operating partners or they are marketers on behalf of business units, or maybe they don’t necessarily want something on their own. Can you talk about how you can build something that’s defining the industry and talk about things that others are unwilling to say regarding a portfolio that somebody else owns or within a large company? Can it be done? Or what would you recommend the folks who start modeling to become founders themselves?

Mike Trinkaus  28:12

You have to look in the mirror and ask yourself and see what you’re comfortable with. I’ve been around the industry a long time. I think we have a vision and strategy that will work. Now, taking that strategy and executing is hard. You have to be a little courageous to do that. Or stupid. Maybe a little bit of both. I’ve been accused of both. And I’m okay with that. Can you do it as part of a larger organization? I suppose you could do it. To me, it wouldn’t be the same. I think there are lots of guardrails that you run up against, but maybe a version of it. If you’re a bit less risk-averse, that might be the spot for you. But I think, for us, we are completely committed to this vision that we have because we think it’s the vision for the future. Some version of this is what our industry is going to look like. We’re very good at what we do. We have a strong belief in our ability to deliver. Because of that, maybe rightly justified, maybe foolishly justified, I don’t know. Time will tell over the next five to 10 years to see how we do, but I think we’re off to a pretty good start. We have something we’re committed to. We’re going to continue to build it regardless of what people say, regardless of whether or not the industry agrees with us. What I do know is, our clients see the vision. Our clients are responding to the vision in a way that we expected, in a way that we anticipated, and whether or not we win a particular prospect or not doesn’t always tell the full story. You can’t be deterred, whether you are successful all of the time, because there are lots of reasons why folks make the decisions they do. It’s the feedback loop that we get regularly, that makes us incredibly excited about what’s in front of us. It validates our strategy, and our vision, every single day. I wouldn’t want it any other way than to do it the way we’re doing it as a bootstrap company with a vision, a vision, and a scrappy scrappiness needed to build something that could profoundly impact the industry. That’s really what we’re trying to do.

Chris Gale  31:01

That is excellent. It’s also, I think, a challenge, maybe to others who want to enable or empower innovation within their organizations. You have to enable commitment and be willing to, if I hear you correctly, admit that this is not going be the right solution necessarily for everyone immediately, but it may be the right solution for everyone eventually. But you adhere to it because the results are going to speak for themselves, which they do seem to be doing, and we’re talking to you because 4Pines has done tremendously well.

We are at time. Thank you very much, Mike. Thanks to everybody who joined us.

Mike Trinkaus  31:58

Right. Appreciate it. Thank you.