A lack of knowledge regarding equity solutions is a common challenge for startups. External advice tends to be fragmented, focusing on isolated areas rather than a holistic approach enriched by lived experience. Templatised equity solutions flood the market, often leading to long-term complications and unintended consequences.
When it comes to equity, the one thing meant to align everyone in the business for the long haul, things are often messy with badly structured share schemes, confusing leaver provisions and mismatched expectations between founders and employees. So we have built equiCraft to change that.
Equity experience that speaks for itself
We’ve worked in a high growth tech startup. We know how scrappy, fast and chaotic things can get. But we also know that laying solid foundations early makes everything smoother down the line, from fundraising and hiring to diligence and exit. We believe share option schemes aren’t a tick-box exercise, they’re a core part of your strategy. Done right, they attract great people, reward loyalty and align your team with your mission. Done wrong, they create friction, confusion and can result in costly mistakes.
13
Years of tech startup experience
We've lived the equity journey from Series A to Exit
$120m
Funding raised
Four funding rounds. Zero surprises. We understand the impact to equity
3
Secondary sales
Real experience driving value for employees
1
Exit to US listed strategic
Exit tested equity, built for diligence
What makes us different
Real experience
We’ve lived the startup journey and we use that insight to deliver solutions that actually work in practice, not just on paper.
Clarity over complexity
Equity shouldn't be confusing. We translate complexity into clarity so founders and teams can make confident, informed decisions.
Joined up thinking
We integrate Legal, Finance and People perspectives to deliver cohesive, end-to-end equity support with no silos, no handoffs and no blind spots.
Long term alignment
We don’t do quick fixes. We design equity strategies that grow with your business, align your team and stand up to fundraising, diligence and exit.
Our team
Rachel Westwell
Co-founder
Rachel brings her experience as in-house counsel in a high energy and high growth tech startup managing the share option schemes, which has elevated her foundations as an M&A lawyer for the previous 12 years.
John Fraser
Co-founder
John has over 20 years of finance leadership experience spanning the public sector, NYSE-listed corporations and laterally as Finance Director in a high growth tech startup, where a deep understanding of the complexities surrounding share option schemes was developed.
