An investor's perspective combined with hands-on operating experience.
Pontus Willfors brings more than two decades of experience spanning institutional finance, private equity, entrepreneurship and operating financial leadership.
He began his career in equity research at Goldman Sachs in New York before joining Lime Rock Partners, an energy-focused private equity firm, where he spent seven years evaluating investments, executing acquisitions and financings, and working directly with portfolio companies in the United States and Europe.
At Lime Rock, his experience included leading acquisition due diligence, originating and executing international transactions, arranging commercial bank financing, working through a major bankruptcy acquisition and restructuring, and supporting management teams on financial and strategic decisions.
After leaving institutional finance, Pontus pursued a second career as a professional artist and entrepreneur. He built and managed a Los Angeles studio, executed complex commissioned projects, and developed a career spanning galleries, collectors and public-art projects in the United States and internationally.
More recently, he returned to operating finance as a fractional CFO for a Los Angeles apparel and e-commerce company, with responsibility for forecasting, financial modeling, accounting oversight, financing, investor reporting and working-capital management. He also built the company's active direct-to-consumer business and applied customer, inventory and marketing data to operating and capital-allocation decisions.
His advisory work now brings those experiences together: institutional investment discipline, transaction experience and hands-on understanding of the financial realities facing owner-led businesses.