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Basic Info

Apex/GCG provides expert finance, accounting, HR and CFO services for venture capital, investment funds and rapid-growth companies.

Apex/GCG’s client roster includes some of Silicon Valley’s most respected investment funds and rapidly growing companies. We have supported more than 800 organizations—some on a short-term basis and others over many years—across a range of technology-related industries. We enjoy close ties with the funding community and professional service providers in multiple disciplines around the globe.

Over the last two decades, we have focused on serving a specific client base:

• 60% of our clients are startups or midmarket companies

• 40% are venture capital or private equity funds

• 15% are located outside the US or have an international presence

• 85% were referred by other satisfied clients

• 45% are repeat clients

Our scalable and cost-effective model is designed to serve startups, midmarket companies, and venture capital or private equity firms across the following industries:

• Emerging Technologies (AI, VR, iOT, etc.)

• SaaS companies

• Life sciences

• Telecommunications

• Service firms

• Entertainment and media

• Consumer products

Why work with us

Apex Group/Greenough Consulting Group (GCG) provides finance, accounting, and human resources services to Technology companies, Venture Capital, and Private Equity Funds. Our flexible, scalable, and cost-effective model gives small and growing organizations access to trusted executives with decades of experience as CEOs, CFOs, HR executives, and Fund Managers.

Trusted: Over two decades, Apex/GCG has served over 600 Technology companies and 200 Venture Capital and Alternative Investment Funds. Our reputation for accuracy, senior attention, and exceptional client service has made us one of the financial community’s most highly recommended back-office services firms.

Experienced: Our team is comprised entirely of highly experienced, personally dedicated advisors who excel at both strategy and execution. With 25-30 years’ experience—including in-house CEO and/or CFO roles with startups, international corporations, and Venture Capital firms—each executive has a unique combination of experiences that allow us to work in the best interests of both Venture Capital and Technology companies.

Hands-on: Apex/GCG provides the most cost-effective way to bring in high-quality executive management to growing organizations. While our flexible model allows organizations to scale up or down as their business changes, our scalable model doesn’t affect our level of dedication. We know we are most effective when we have a tight, trusted connection with our management teams, and we work hard to prove that we are personally committed to each client’s long-term success.

Clients (15)

Folloze

Internet Software & Services

Sequoia Living

Consumer Services

Earnin

Internet Software & Services

Unlearn.AI

Internet Software & Services

Brochure

Company focus

Industries

Biotechnology
Computer Software
Capital Markets
Consumer Goods
Computer Hardware
Consumer Services
Computer & Network Security
Information Technology and Services
Venture Capital & Private Equity

Projects or Case studies (2)

Gemini Mobile Case Study

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Gemini Mobile Technologies, Inc., a mobile messaging and “Big Data” leader, has relied on Greenough Consulting Group’s trusted counsel and hands-on expertise for almost six years as Gemini has developed and evolved its business operations. When GCG first started working with Gemini, the company was a fast-growing, “bootstrapped” business with emerging multi-national operations. With significant market traction, Gemini needed to upgrade its financial systems, controls, and policies, as well as augment its internal staff—not unusual for a company of its size and stage. Initially, GCG was brought in to provide interim accounting staff at Gemini’s US headquarters. Realizing that Gemini really needed to update its financial and accounting systems, an experienced GCG interim CFO helped guide Gemini through a process that included: Specifying and managing the implementation of a robust ERP system that could accommodate Gemini’s international operations Managing the development of a multi-country internal finance and control staff Installing annual budgeting and periodic forecasting processes Bringing revenue recognition policies and procedures in compliance with GAAP Developing a project cost accounting system Planning and managing its initial and subsequent annual audits Supporting several major financings Assisting management in restructuring operations as business and market conditions required “GCG’s executives don’t work like typical consultants; they integrate themselves into the company like they’re part of it. They’re deeply engaged in our business, take full responsibility, and we trust them completely,” said Michael Tso, Chief Operating Officer and Co-Founder of Gemini. Now six years into the partnership, COO Tso and Gemini’s board of directors currently rely on GCG for assistance with critical strategic projects aimed at anchoring the company’s future growth.

GCG assists startup Folloze with strategic accounting and finances during a tough time

July 2019 -

Folloze, Inc. is a multinational, venture backed start-up headquartered in the Bay Area. Quickly becoming a leader in the B2B marketing SaaS space, Folloze faced a myriad of challenges brought on by rapid transatlantic expansion. In a situation familiar to many other start-ups, Folloze faced the difficult task of capitalizing on growth opportunities, while struggling to manage cashflow and bring in the necessary funding dollars. However, these problems were compounded as the company found itself having to manage corrupted accounting records, in addition to falling behind on tax and audit compliance - further distracting them from focusing on their business goals. GCG joined the Folloze team in 2019 replacing their prior outsourced accounting service, and quickly got to work correcting the accounting records and bringing the company up to date on its audit and tax compliance. Simultaneously, the GCG team successfully led and closed $2m in venture debt, helping the company bridge the gap before their next round of funding. Then, in March of 2020, the global economy collapsed under mandatory shelter-in-place as Covid-19 raged on. During this dark time when many businesses faced the possibility that they might not be around tomorrow, GCG supported Folloze through the crisis. First, by securing $410,000 in PPP forgiven debt, and secondly through strategic guidance, aiding the company in meeting budgetary goals despite going through the worst of the pandemic. GCG continues to provide accounting, cash management, and strategic consulting advice to the executive management and board. Though most importantly, as the hallmark of any successful engagement, GCG took over the heavy finance lifting while the Folloze team got their weekends back.

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