ENTA / Institutional GTM
Institutional GTM · Fintech, Digital Assets, Compute & Capital Markets

The product works.
The engine that sells it doesn't.
I build it.

I embed with your team, build the commercial engine, and run it until it runs without me.

Move to disturb the field0.00 · 11,000 n
Field · 001 · Curl noise
Problems I solve

Three reasons people call.

Launching a new product or market

You have a date and a mandate. No buyers, no sequence. Licensing, partners and pricing all block each other.

Only the founder can sell it

Deals close because you closed them. The pipeline is a list, not a forecast.

Nobody's buying it

The product works. The story dies in the committee. No one mapped who buys or what they need to see.

The work

Every client had a product. None had an engine.

IG Group
Crypto Trading & Staking

FTSE-250 broker launching a regulated crypto trading desk across the UK, EU, Japan and Dubai.

ig.com ↗
Copper
Custody · Settlement

Digital-asset custody and off-exchange settlement infrastructure.

copper.co ↗
SyntropyX
Digital Assets · Structured Finance

BTC structured finance platform offering cash-and-carry financing against Bitcoin collateral.

syntropyx.com ↗
Manifest Finance
Tokenised Credit

Tokenised private-credit vault backed by real-estate collateral.

manifest.finance ↗
Crymbo
Payments · Digital-Asset Infrastructure

Single-API infrastructure for regulated institutions to run compliant payments, wallets, stablecoin settlement and identity.

crymbo.com ↗
Byzantine
DeFi · Treasury

Institutional DeFi vault layer for corporate treasuries, family offices and wealth managers.

byzantine.fi ↗
Rho Trading
Crypto Derivatives

Crypto-native interest-rate-derivatives exchange (DEX).

rho.trading ↗
IMMO Capital
Real-Estate Credit

Institutional real-estate credit platform.

immo.capital ↗
Yaspa
A2A Payments · Open Banking

Instant account-to-account (Pay by Bank) payments and identity services built on open banking, for regulated sectors including iGaming and eCommerce.

yaspa.com ↗
Systm
Agentic Treasury · Stablecoins

Agentic stablecoin treasury OS for SMBs — keeps operating cash earning yield in the background while staying available for payroll, suppliers and day-to-day spend.

systm.xyz ↗
Coinchange
DeFi Yield · Infrastructure

Yield-as-a-Service infrastructure — an API that lets fintechs and funds embed automated, risk-managed DeFi yield for their customers.

coinchange.io ↗
Netopia
Payments · Mobile Wallet

Romania's largest payment processor — card, SMS and mobile payments for 25,000+ merchants, plus the mobilPay digital wallet.

netopia.ro ↗
Nominis
Onchain Security · Compliance

Blockchain compliance and investigations platform — wallet screening, transaction monitoring (KYT) and crypto intelligence across 70+ chains, for VASPs, banks and law enforcement.

nominis.io ↗
Ericsson Wallet
Payments · Mobile Money

Mobile money and digital-wallet platform for telecom operators and financial-service providers.

ericsson.com ↗
Bluechain
Payments Infrastructure

API-first cross-border payments infrastructure for remittance, merchant and institutional disbursement.

bluechain.com ↗
Avail
Multi-Chain Infrastructure · Data Availability

Verifiable data availability layer and intent-based multi-chain protocol: unified balances, deposits and bridging across 10+ chains, powered by the AVAIL token. Backed by a16z, Sequoia, Dragonfly and Variant.

availproject.org ↗
Templewood
Agentic Due Diligence · Onchain Capital

Institutional-grade due diligence on any onchain vault, in machine time. Defensible at IC, agent-readable, every claim sourced. Built for human and autonomous allocators.

templewood.io ↗
Endava
Payments · Technology Services

FTSE-listed technology services group with a 20-year payments practice: platform modernisation, orchestration, A2A and cross-border for payment companies, acquirers and banks.

endava.com ↗
Albertine
Private Members' Concierge

Invitation-only members' concierge app with members in 249 cities.

albertineapp.com ↗

Plus 15 years on institutional credit desks at HSBC, Crédit Agricole, ING & Kingsley.

The system I install

Every engagement leaves the same machine.

Buyer map

Who signs, who blocks, who sits on the committee. Desk, risk, compliance, legal, ops and treasury, mapped per target with what each needs to see.

Story that survives the committee

The narrative that clears an investment committee, not a pitch deck. Objections handled for risk, compliance and the person who has seen three of these fail.

Pricing & paper

Pricing against what the desk actually pays. Packaging, tiers, minimums. Term sheet, MSA and onboarding pack that legal signs without a three-month redline.

Coverage, ecosystem & partnerships

Tiered target list, coverage model, qualification. Then the ecosystem around it: custodians, venues, banks, market makers, integrators. Channel, OEM and co-sell where they shorten the path to signature.

Onboarding & procurement

Where deals die after the yes. Vendor due diligence, KYC/KYB, security questionnaires, RFPs and integration plans, pre-built so onboarding takes weeks, not quarters.

Pipeline & forecast

CRM built on counterparty stages, not SaaS stages. A weekly forecast the board can rely on. Win/loss written down. Handed to whoever runs it next.

Not in the system: paid ads, SEO programmes, webinar funnels. Institutional buyers don't work that way.

Why me

Both sides of the table.

Most GTM advisors have only sold. I have been the buyer, the builder, and the seller.

Sonny Sood
Sonny Sood Founder, ENTA · London Trained on the buy side · Tested as a founder · Paid on the sell side
The buyer

Fifteen years on credit trading and investment desks

Merrill Lynch, HSBC, Crédit Agricole, ING, family offices. Market-maker through the GFC on books up to €3B. I sat in the investment committees your story has to survive. I know what they price, what they fear, and who actually signs.

The builder

Founded, built, exited

Funda: from zero to acquisition in 2017. Built infrastructure, shipped products, hired teams, and closed the one that didn't work. I know what it costs to own the number and what it feels like when growth never comes.

The seller

Engines built and handed over

Copper, IG Group, IMMO Capital, SyntropyX, Kingsley Asset Management. Commercial engines across trading, stablecoins, credit and compute, each one running after I left. I know how institutional deals actually close.

How I work

The seat, not a workshop.

In your team, on your tools

Against your numbers, in your meetings. Not a report about your business.

Handover starts day one

Everything is written down as it's built. The test is whether it runs after I've gone.

Three sentences to start

What the problem is, what you've tried, what's at stake. Reply inside 24 hours.

One or two at a time

Full attention or none. If I'm full I'll say so and tell you when.

Bring me the commercial problem.

Send it in three sentences. What it is, what you've tried, what's at stake.