HighLevel, an AI operating system provider for small and medium-sized businesses, has appointed technology and capital markets veteran Sterling Auty as Chief Financial Officer. The executive appointment comes as the company accelerates its global growth, following the expansion of its Dallas operations and the launch of its AI Center of Excellence in Dubai.
Auty brings over 30 years of finance and technology experience across equity research, investment banking, and capital markets strategy. He joins HighLevel from Barclays, where he served as Vice Chairman within the firm’s Technology Investment Banking Group, specializing in the software sector.
Prior to Barclays, Auty spent 25 years at J.P. Morgan as Managing Director of Equity Research, covering software companies across multiple technology cycles and capital markets environments. He subsequently served as Senior Managing Director and Head of Software Equity Research at SVB Securities before transitioning into technology investment banking.
Also Read: Sanjib Kalita Appointed Chief Executive Officer at Stablecon
In his new role, Auty will lead HighLevel’s global finance organization and financial strategy. He will focus on scaling the company’s financial infrastructure, capital allocation, and operational efficiency to support its expanding platform ecosystem of marketing agencies, enterprise partners, and SMB clients.
“Sterling understands the technology industry at a level very few people do, but just as important, he understands that great companies are built by great people,” HighLevel‘s founders, Shaun Clark, Varun Vairavan, and Robin Alex, said in a joint statement. “As HighLevel continues to grow, Sterling brings the experience, leadership, and long-term perspective to help us scale with our ambitions.”
Auty’s appointment highlights a broader trend among high-growth SaaS and AI platforms to recruit seasoned Wall Street leadership to guide long-term strategy, financial governance, and international market expansion.