AutoCFO joins Astrella partner ecosystem

Menlo Park, CA— (December 3, 2020) — AST Private Company Solutions (PCS), provider of industry-leading ownership software Astrella today, introduced a new strategic partnership with AutoCFO. This Texas-based software company offers specialized financial data analyzing solutions. AutoCFO provides real-time and detailed financial analysis for growing companies. AutoCFO automates the time-consuming, manual work so you can get to insights – and impact – faster.

AutoCFO’s powerful software integrates with your existing accounting software in a matter of minutes, allowing you to visualize your business in beautiful charts, graphs, and simplified reports. Astrella and AutoCFO will mutually integrate each other’s functionalities in the software, which gives the administrators of Astrella the capability to see financial KPI data next to the ownership information, and within AutoCFO, the users can see the cap table information. Instant access to this information is vital for CFOs and administrators to give real-time, up-to-date information to the stakeholders.

Astrella was developed by Equiniti Private Company Solutions, a Silicon Valley-based unit of American Stock Transfer and Trust. AST invested in Astrella to make it the transformative technology for private company shareholder and employee stock plan management. The new cloud-based software-as-a-service platform brings together immutable audit trails, artificial intelligence (AI), and predictive analytics to provide an alternative to traditional database solutions. The system is built with an API-based ecosystem to integrate seamlessly with leading global service providers to private firms.

“AutoCFO is excited about this partnership. Our goal is to support growing businesses, their managers, and their investors with key, real-time, user-friendly financial data. Providing the company’s ownership information as part of a real-time dashboard for investors is a great addition to our offering. We’re looking forward to revolutionizing business financial transparency together and providing board members with the data they need, at their fingertips, to make important decisions,” said Blair Morrison, CEO and Founder of AutoCFO.

Paul Arens, Head of Business Development and Partnerships at Astrella says, “We realize that managing ownership data is but one part of a complex set of KPI’s fast-growing private company management team and boards require to make day-to-day decisions that impact their business, clients and their employees. Combining financial information with ownership information provides a complete picture as to the financial health of a company and seemed like a natural offering for our clients. We look forward to working closely with Blair and her team.”

About AutoCFO
Founded in 2018 by Blair Morrison, a former private equity vice president and investment banker turned CFO, AutoCFO provides CFO-level financial analytics. AutoCFO is a cloud-based SaaS solution that allows small and mid-sized business investors and managers to manage their cash flow and easily build and maintain financial budgets. For more information, visit

About AST Private Company Solutions, Inc.
Founded in 2019, AST PCS is an affiliate of AST and focuses on serving private companies worldwide. Astrella, a cloud-based SaaS solution, allows private companies to manage their ownership data, including the cap table and employee equity plans, and connect directly with related service providers to support efficient workflow and provide investors, advisors, and employees. For more information, visit

Heather Dopson
+1 650.272.4560
[email protected]

Blair Morrison
+1 713.724.3867
[email protected]

President of EQ PCS at | + posts

I am the head of EQ Private Company Solutions - a comprehensive Ownership Management solution to guide and support a private company through the ownership journey through an intuitive UI and cutting edge technology platform.  Equipped with a wealth of knowledge and expertise, I specialize in defining go-to-market strategies, enhancing product offerings and user experiences, and ultimately driving revenue growth.