For founders, by founders

Our goal is to provide entrepreneurs with the most cutting-edge tools in the industry and empower them to build the future of e-commerce through experiences that customers will love.

Founder & Chair

Peter Lindholm

Experienced founder, co-CEO & co-Founder of Frontier Car group, which was acquired by Prosus, Naspers, OLX - Unicorn. Venture advisor and builder working in emerging markets scaling businesses. Management professional with strategic and operational experience in various areas, including new ventures, sales, digital media, e-commerce, e-services and fashion.

Peter has over 15 years of working across numerous businesses, most notably when he became co-CEO and co-founder of Frontier Car Group, an e-commerce car marketplace operating in over 15 countries globally. The company has more than 5000 workers and raised $300M+ in debt and equity from other NEA, Prosus / Naspers, Balderton and TPG Growth.

In 2020 the company became a Unicorn and was renamed OLX Autos. Prosus / Naspers acquired the company fully in 2021, and it is now integrated into OLX Group.

Peter likes family, traveling and skiing.

Founder & CEO

James Gasteen

Founder of Precursive - professional services 100 native to Salesforce. James stepped down as CEO, became the non-Exec & Chair of Xbim and then set up Unaric with Peter.

Before then, his career spans being a consultant and analyst working for numerous high-profile companies like Deloitte.

James likes tennis, learning languages (fluent in French and Spanish) and starting businesses.

Founder & CFO

Moritz Birke

Experienced in everything M&A related – from deal sourcing to deal execution, as well as post-merger integration. Strong commercial business sense with a combination of operational, and strategic capabilities, having worked with many founders and business leaders on various finance-related projects, Hands-on mentality with a data-driven approach to enable transparent KPI tracking and decision making.

Moritz has almost a decade of experience in the finance world. Before Unaric, was Vice President at a global investment bank and has worked across numerous M&A transactions of various sizes – from multi-billion public deals to small acquisitions and mergers. Moritz has led teams in Frankfurt, as well as New York and, is highly experienced in the B2B SaaS world and working with owners/founders on achieving goals. Moritz has an MSc degree in mechanical engineering and business administration.

Moritz likes family, anything mountain related – from mountain biking to skiing and traveling.

Founder & CPO

Neil Crawford

Experienced founder involved in the Salesforce ecosystem for over 12 years. Co-founded NC Squared in 2011 - a Salesforce ISV selling lead routing and tracking software. Scaled the business to a multi-million turnover before successfully exiting in 2021.

Based in the UK, Neil comes from an engineering and development background, with 20 years of experience in product and technical roles.

Neil has a young family and enjoys mountain biking the hills of Somerset.

Head of Architecture

James Melville

M&A manager

Kishan Joshi

Our team

Founder & Chair

Peter Lindholm

Peter has over 15 years of working across numerous businesses, most notably when he became co-CEO and co-founder of Frontier Car Group, an e-commerce car marketplace operating in over 15 countries globally. The company has grown to more than 5000 people and raised $300M+ in debt and equity from NEA, Prosus / Naspers, Balderton and TPG Growth among others. In 2020 the company reached its "Unicorn" valuation milestone and was renamed OLX Autos. Prosus / Naspers acquired the company fully in 2021, and it is now integrated into OLX Group. Peter likes family, traveling and skiing.

Founder & CEO

James Gasteen

Founder of Precursive - professional services 100 native to Salesforce. James stepped down as CEO, became the non-Exec & Chair of Xbim and then set up Unaric with Peter. Before then, his career spans being a consultant and analyst working for numerous high-profile companies like Deloitte. James likes tennis, learning languages (fluent in French and Spanish) and starting businesses.

Founder & CFO

Moritz Birke

Moritz has almost a decade of experience in the finance world. Before Unaric, was Vice President at a global investment bank and has worked across numerous M&A transactions of various sizes – from multi-billion public deals to small acquisitions and mergers. Moritz has led teams in Frankfurt, as well as New York and, is highly experienced in the B2B SaaS world and working with owners/founders on achieving goals. Moritz has an MSc degree in mechanical engineering and business administration. Moritz likes family, anything mountain related – from mountain biking to skiing and traveling.

Founder & CPO

Neil Crawford

Experienced founder involved in the Salesforce ecosystem for over 12 years. Co-founded NC Squared in 2011 - a Salesforce ISV selling lead routing and tracking software. Scaled the business to a multi-million turnover before successfully exiting in 2021. Based in the UK, Neil comes from an engineering and development background, with 20 years of experience in product and technical roles. Neil has a young family and enjoys mountain biking the hills of Somerset.

Head of Architecture

James Melville

James brings 12 years of Salesforce experience in building and implementing products on the platform. He is a Salesforce Certified Technical Architect, leading architecture for large implementations and ISV product builds at Tquila and Accenture following its acquisition of Tquila. He led the design and development of SalesTrip, a Travel & Expense ISV app, before joining Aforza, a consumer goods ISV, to direct the Customer Success technical team. James lives near London with his young family and enjoys skiing, sailing and cycling.

M&A manager

Kishan Joshi

Kishan joins Unaric having worked in M&A and Corporate Finance teams across London. Experienced at cross-border transactions across a number of sectors, but with a particular focus on early stage, owner-managed technology and SaaS businesses. This experience is underpinned by time spent as an Chartered Certified Accountant early in his career working closely with SME owners looking to set up and expand their operations.

Advisors

Sam Gutman

CEO at OwnBackup

CEO and Co-Founder at OwnBackup. Sam is a software entrepreneur and pioneer in the online and cloud backup and recovery space. Previously entrepreneur in residence at Golden Seeds, CIO of BassTech International, and CEO and Co-Founder of Intronis.

Dave Kellogg

Executive In Residence at Balderton Capital, Principal at Dave Kellogg Consulting

Executive In Residence at Balderton Capital, Principal at Dave Kellogg Consulting, Author of Kellblog. Dave has built and exited 3 B2B SaaS companies and served as CEO, CMO and GM at global brands including Salesforce.

Eric Darwin

Head of Corporate Development & DocuSign Ventures

Head of Corporate Development & DocuSign Ventures at DocuSign. Formerly at Salesforce Ventures, Eric continues to be an investor and advisor in the Salesforce space

David VanHeukelom

ISV go-to-market advisor, 3X founder

David is a serial entrepreneur and advisor to Salesforce ISVs. David has over 25 years experience in enterprise software, working for global brands including Oracle and IBM and in the last decade has also built and exited 2 Salesforce ISVs.

David Pinches

Advisor - Product & GoTo Market

David has served as CPO, CMO and GM at leading SaaS companies, including Sage and Certinia / Financial Force. He has a wealth of experience running portfolios of acquired products. David holds various non-exec roles focused on product strategy.

Johan Malmberg

Co-founder of HotJar & Uniblue systems (SWE)

Entrepreneur and investor in the Salesforce space. Johan built and sold two b2b software businesses: Behavior Analytics Tools Hotjar and performance and system utilities software vendor UniBlue.

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