// Services-as-software
AdvisorKit
Run client work like a product company.
Onboarding, deliverables, deal rooms, and client portals systematized so practitioners can manage 3× more clients without losing the polish that wins the work.
6 hrs/wk
Time saved per engagement
self-reported by power users
+22%
Avg deal size lift
after moving proposals into AdvisorKit
Growing weekly
Active practitioners
// The thesis
Why we own AdvisorKit.
// Why now
There are now hundreds of thousands of fractional and independent operators. They're running a real business out of Notion, Google Drive, and email — and it's costing them clients, time, and price.
// Market
Fractional CXOs, boutique consultancies, and modern agencies between $250K and $5M in annual revenue. The wedge is the client portal; the wallet share comes from billing, deliverables, and deal rooms.
// Moat
Practitioner data + reputation. Once a consultant has 12 months of engagements in AdvisorKit, leaving means losing their case studies, references, and renewal pipeline. Switching costs compound.
// The product
What it does.
Branded client portals — every engagement gets a polished, white-label home.
Deal rooms that move proposals from PDF to interactive, signable, and trackable.
Deliverable management with templates for the most common fractional engagements.
Billing, retainers, and recurring invoicing — built for the way services-as-software actually gets paid.
// What we've learned
Lessons from operating AdvisorKit.
01
Wedge with the client experience.
Practitioners don't pay for ops tools — they pay for things their clients see. The portal is the trojan horse; ops modules sell themselves once the practitioner is in.
02
Templates are the product.
Every fractional category (CMO, CFO, RevOps) has a repeatable engagement shape. Shipping the template library was a bigger growth unlock than any feature.
03
Charge per practitioner, not per client.
Per-client pricing punishes growth. Per-seat pricing aligns us with the practitioner's success and makes expansion a non-event.
// More from the portfolio
See the rest of what we own.