CASE STUDY

Founded in 2019, Holistiplan provides comprehensive financial planning tools that automate and enhance the tax planning process for financial advisors. By leveraging advanced algorithms, they drastically reduce the time it takes to service clients. An adviser uploads clients' tax returns to generate white-labeled, client-ready tax planning reports within seconds, with no data entry required.

Holistiplan's Founding CEO, Roger Pine, was introduced to 33eleven by Lead Edge Capital, the company's primary investor. We were retained in September 2023 to identify three key executive hires: VP Finance, VP Marketing, and SVP Sales. All three searches were run concurrently and successfully completed by January 2024.

"I was thoroughly impressed with 33eleven from start to finish. They represented us well to candidates, communicated well, and ultimately matched us with 3 excellent VP-level hires in short succession. Over and over, the candidates I interviewed highlighted how well they felt they were treated during the process. The communication throughout the process, from the first meeting, was excellent. We had visibility into the full pipeline, which helped us understand how each candidate fit into the larger picture. We also never felt rushed. They took the time to understand us and iterate as they built out that pipeline."

—Roger Pine, Cofounder

SEARCH TARGETS | VERTICAL SAAS | $10M - $100M ARR | < $5K ACV

VICE PRESIDENT, FINANCE | FRANK MARRONE

Frank Marrone is an accomplished financial and accounting executive with over 10+ years of experience. He has built and led finance functions from the ground up for private equity-backed companies and has had two successful exits. Most recently, Frank was VP of Finance and Analytics for CommentSold, where he saw the business grow from $5M to $50M ARR before a successful acquisition.

VICE PRESIDENT, MARKETING | LAURA BEAULIEU

Laura Beaulieu brings over 13+ years of experience as a creative, data-driven marketing executive across DTC and SaaS markets. She has led digital transformations, rebuilt teams, and designed effective marketing strategies that have delivered impressive ROIs. Most recently, Laura was the VP of Marketing at LeanLaw, where her leadership contributed to increasing ARR by 140% in 12 months.

SENIOR VICE PRESIDENT, SALES | JASON NELSON

Jason Nelson is a strategic revenue leader with noteworthy experience in rapid, high-growth environments. During his tenure at Qualtrics, Jason received multiple promotions and exceeded revenue goals while the company grew from Series A through an acquisition by SAP in 2018. Before joining Holistiplan, Jason was the SVP of Sales at Route (seed stage), achieving $100M+ ARR in just over three years.