Who we are
equiCraft isn’t a traditional advisor. We’ve worked in a high growth tech startup. We spent years helping build & grow Peak from Series A to Exit, through funding rounds with the likes of SoftBank to an exit with UiPath. 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 managed all aspects of our share option schemes throughout this journey across the Legal, Finance and People functions, from onboarding and engaging with employees to administering option grants and subsequent option exercises, together with all the necessary corporate and tax compliance. One thing was clear, equity is powerful but only if you get it right.
What the problems are
A lack of knowledge regarding equity is a common challenge for startups. Founders and executive teams often embark on the startup journey for the first time and don’t possess the experience of implementing and managing share option schemes. Internally, if the startup has Finance, Legal or People teams at all, they will likely be small and lack specialised equity expertise. Ownership of the scheme falls between the cracks of these domains, sometimes even landing within the office of the COO instead, leading to execution and compliance risks such as ensuring eligibility criteria, handling exercise time windows and ensuring HMRC reporting requirements are met.
External advice tends to be fragmented, focusing on isolated areas rather than a holistic approach enriched by industry experience. A legal firm can undoubtedly advise expertly on the legal matters and draft documentation. However accountants will still be required to perform the finance orientated tasks in the process. Neither focus on the employees, neither are proactive to advise on how the scheme must evolve to suit the growth journey or the pitfalls to be avoided, neither advise on the practicalities of roll out and adoption in a high growth setting. And all the while businesses are incurring two sets of fees for the pleasure.
Additionally, templatised equity solutions flood the market, often leading to long-term complications and unintended consequences. No consideration is given to creating a carefully developed equity strategy to attract, incentivise and retain talent. No consideration is given to the mechanics of the scheme as to how it actually operates in practice, and vitally, how it operates upon exit. When these problems are uncovered during due diligence, it is too late to implement the changes needed.
Why we built equiCraft
During our conversations in the tech and high growth scene, we kept seeing the same pattern. When it came to equity, the one thing meant to align everyone in the business for the long haul, things were messy. Badly structured option schemes, confusing leaver provisions, mismatched expectations between founders and employees. It wasn’t for lack of ambition. It was a lack of time, resources, substandard external advice or just knowing where to start.
So we built equiCraft.
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.
We want to use our experience to help Founders and Exec teams design and run share option schemes that actually work for their teams and for the long run. We have been in their shoes, we know the journey, the pitfalls but vitally, the solutions.
What we offer
At equiCraft, we help early stage and scaling startups build strong equity frameworks with confidence. We work along the full equity lifecycle across 4 pillars of services; Design, Implement, Maintain and Optimise.
By bringing together Legal, Finance and People expertise we deliver joined-up, holistic support, so you’re not left coordinating three separate advisors and trying to join the dots yourself. You can’t get equity right unless all three are in sync.
The benefit? Less risk. More clarity. And therefore equity plans that actually work for you and your team.
What's next?
If you’re working with an early-stage or scaling company, now’s the time to get your equity house in order to attract, retain and incentivise the talent required on your journey. Whether you’re designing your first scheme, cleaning up a legacy one or preparing for a fundraise or exit, we can help.
Get in touch for a free intro call and let’s talk about how equiCraft can support your next stage of growth.