About Us

In 2009, we started working to solve a problem we know well - the error-prone, cumbersome management of private company capital structures, and most of all its lack of clarity and transparency.

Our Founders bring extensive background in financial management, governance and compliance, along with two decades of envisioning and leading state-of-the-art web applications.

Our team is comprised of lawyers and accountants, and together, we aim to deliver a product that is as easy to use as a spreadsheet, but has the power of a rich database application, at competitive pricing.

In 2014 our earlier version platform was acquired by the NASDAQ Private Market LLC. Since then, our TruEquity team has been working independently on creating the next generation of TruEquity.

Hagi Schwartz

Hagi Schwartz is a distinguished financial management professional. Hagi founded Magnolia Capital (2005), an investment advisory firm, and served as a Venture Partner at WTI (2011).

Previously Hagi was CFO at Check Point Software Technologies (NASDAQ: CHKP), a leader in network security software, where he led the company through an IPO and follow-on financing; CFO and GM of Mercury Interactive (acquired by HP).

In addition, Hagi has served on the Board of Directors for Silicon Graphics and Collective, and Audit Committee chair for both Can Capital Inc. and Mimecast (”Mime”) Ltd.

Eran Palmon

Eran Palmon is a serial entrepreneur with more than 20 years experience developing, launching and managing software start-ups. Before founding TruEquity, Eran led the development of Yahoo’s open search initiative (BOSS).

A veteran of search applications, Eran founded Mercado Software in 1993, where he pioneered search for e-commerce. At Mercado he served as founding CEO and CTO for ten years.

He then co-founded Eyecon Technologies, introducing a next generation software-based remote control, and subsequently founded RawSugar, a social search application, where he served as founding CEO.

Eran has also been a technology and strategy advisor to several companies, including Amazon’s A9 and PSS (acquired by IBM).