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

Institutional GTM for fintech, digital assets & AI Trader · Founder · Builder · London

A revenue studio that maps the buyer, builds the commercial engine, executes the plan and hands it over.

The work
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 ↗
Kingsley Asset Management
Family Office · Private Credit

Single-family office and asset manager allocating across private credit, real assets and digital assets. Institutional process, principal capital.

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, mapped per target.

Positioning & product marketing

Category, value proposition and messaging by buyer: the desk, risk, the committee.

Pricing & paper

Packaging, tiers, term sheet and MSA that legal signs without a three-month redline.

Coverage, ecosystem & partnerships

Tiered target list, the custodians, venues and banks around it, co-sell where it shortens the path.

Onboarding & procurement

Due diligence, security questionnaires and RFPs pre-built so onboarding takes weeks, not quarters.

Pipeline & forecast

CRM on counterparty stages, a weekly forecast the board can rely on, 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.

Sonny Sood
Sonny Sood
Founder, ENTA · London

Most GTM advisors have only sold. I have been the buyer, the builder and the seller. Fifteen years on bank credit and trading desks, one company founded and exited, and commercial engines built inside fintech and digital-asset firms that kept running after I left.

Trained on the buy side · Tested as a founder · Paid on the sell side
  • The buyer

    Fifteen years on credit and trading desks

    Merrill Lynch, HSBC, Crédit Agricole, ING, family offices. I sat on the committees your story has to survive. I know what they price, what they fear, and who actually signs.

  • The builder

    Founded, built, exited

    Funda, zero to acquisition in 2017. Shipped the product, hired the team, closed the one that didn't work. I know what it costs to own the number.

  • The seller

    Engines built and handed over

    Copper, IG Group, IMMO Capital, SyntropyX, Kingsley. Trading, stablecoins, credit and compute, each engine still running after I left. I know how institutional deals actually close.

How I work

The seat, not a workshop.

  1. 01

    Three sentences to start

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

  2. 02

    In your team, on your tools

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

  3. 03

    Handover starts day one

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

  4. 04

    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.