About the Founder

Ashley Fina is the former CEO and President of Michael C. Fina Recognition (a leading B2B SaaS Employee Reward and Recognition Provider). Ashley worked with top CHRO and CEOs on their Human Capital Management strategies. In addition to overseeing a global team, she designed and implemented a transformative business strategy - migrating from selling commodities to selling technology and SaaS solutions for her client base including 800 global businesses and several Fortune 50 companies, serving an aggregate of 5 million employees. She spearheaded the sale of Michael C. Fina Recognition to Halo Branded Solutions in an acquisition backed by Audax Group (currently portfolio company of TPG Growth).

She now helps the next generation of leaders and companies excel and prosper with her 360 coaching approach that allows leaders to focus on their business goals along with personal goals. With expertise in both B2B SaaS and B2C, some of her superpowers include: Sales & Marketing, Product Development & Innovation, Human Capital Management, and Business Dynamics & Governance. She also specializes in helping businesses work through ownership and management changes. Having led transformations, she helps leaders avoid pitfalls and take advantage of opportunities and synergies through strategic business planning and goal setting.

She is actively invested in and advising some of the best and brightest up and coming entrepreneurs and companies spanning both B2B and B2C companies. Of her portfolio of 35+ companies: several of her investments include: Vicarious, Nurture Life, Mission Secure, Fabric, Discord, and Loadsmart.

Ashley serves on the Board of Directors for Virtual Enterprises International, an in-school business simulation program that prepares middle and high school students for jobs in the workplace. She is an active member of Young Presidents’ Organization (YPO), serving on the YPO Metro NY Board. She is also passionate about helping entrepreneurs and family businesses prosper, and speaks regularly at Columbia Business School. She has been featured at conferences and speaks on engaging younger generations, especially women.