Team

Alex Finnemore

Berlin

PhD-trained physicist. Spent a decade building and selling custom software at scale — led $10-20M pursuits at Citrusbyte (later Theorem, sold to Media.Monks). Partner level. Big teams, big clients, big imagination.

Also an artist. Living Matter Studio.

Sees the disruption coming: smaller teams gaining operational leverage on their taste and judgment. Building the company that makes that real.

Mike Joyce

Amsterdam

Led teams, sales, and implementation at Citrusbyte/Theorem. Then five years at AWS running an innovation incubator — designing platforms and services, building structure for innovation pipelines, shipping customer impact using AWS tools.

Built the business and GTM for AWS Clean Rooms (adtech-focused). Multi-billion pipeline of adtech solutions across AWS partners. Deep focus on AI and advertising technology, and where they intersect.

Sees the same disruption: smaller is better, capability compounds, the future belongs to tool builders.

Pascal Staud

Düsseldorf

Co-founded and ran STAUD STUDIOS for over a decade — content production, automotive, digital. Then co-founded Monks (S4Capital's global digital brand), leading transformation in automotive and mobility.

Advisor and angel investor. Built companies across health tech (AERA Health), crypto (Galileo Protocol), and consulting. Knows how to grow things that matter.

Together

We've seen how the big agencies work. We've built the software, run the sales cycles, navigated the enterprise complexity.

Now we're building the company we want to work for: small, senior only, interesting projects where we can gain operational leverage on our judgment — for the betterment of customers and bringing them on their heroes journey.