Alex de Pfyffer

Co-Founder

Prior to Heritage Holding, Alex covered industrials as an analyst for Barclays’ investment bank and then moved on to become an account manager covering global institutional clients. Alex also has experience working at investment management firms in New York, Hong Kong and Switzerland. He has a strong track record leading teams and is extremely passionate about reorganizing companies to maximize profitability and future growth. Alex holds an MBA with honors from Harvard Business School and a BS in international affairs from Georgetown University’s School of Foreign Service.

Ross Porter

Co-Founder

Ross has many years of entrepreneurial experience starting, running, and exiting small businesses. Ross started his career optimizing operations at several high-tech manufacturing companies in Silicon Valley, including a thin-film solar manufacturer and electric vehicle startup. He most recently founded Embrace Hearing, a hearing aid distribution company making hearing aids more affordable and accessible. Ross holds an MBA from Harvard Business School. He also has a BS and MS in mechanical engineering from Stanford University where he also played on the varsity soccer team.

Tim Rooney

Principal

Tim is a Principal at Heritage Holding, with experience in corporate finance and entrepreneurship. Tim started his career with the Corporate Banking team at Citi, where he helped advise clients in the Industrials space on accessing the capital markets. More recently Tim worked in the Leveraged Finance group at Nomura, where he focused on the origination and execution of high yield debt issuances for private equity transactions and corporate acquisitions. Tim holds an MBA from Harvard Business School, where he gained experience working with small businesses, completing independent studies for a dairy distributor in Rhode Island and a dental floss company in Boston. He also has a BS in management with a concentration in finance from the Carroll School at Boston College.

Cliff Larkin

Vice President

Before Heritage Holding, Cliff worked in corporate strategy, equity research, and capital markets. Cliff started his career at M&T Bank, where he worked with business owners to manage their interest rate risk. After M&T, Cliff was an equity research associate for FBR & Co. in Washington, DC. In this role, he was responsible for conducting onsite diligence and publishing investment research reports on publicly traded Consumer Products companies. Most recently, Cliff was a commercial team leader at Enviva Partners, a fuel supplier headquartered in Maryland. While covering clients in Europe, he structured contracts and oversaw logistics for physical commodities shipments. Cliff holds a BS in Sociology from Princeton University, where he played on the varsity lacrosse team.

Juan Serrano

Senior Associate

Juan is an Associate at Heritage Holding, bringing experience as an investor and an operator. Prior to Heritage, Juan interned in the São Paulo office of The Carlyle Group, a global private equity firm. Juan also gained operational experience working for his family’s business, KFC Ecuador, where he held roles in product management, procurement, and strategy. Juan holds an undergraduate degree in finance from Babson College, where he graduated Magna Cum Laude.

Matthew Glass

Associate

Matt is an Associate at Heritage Holding, bringing investing experience in small businesses. Prior to Heritage, Matt interned at CVF Capital Partners, a middle market private equity firm, as well as Long Venture Partners, an early-stage venture capital fund. Matt also gained experience working on his family-owned winery in northern California. Matt holds a BA in Economics with a language citation in Spanish from Harvard College, where he was a member of the varsity soccer team.

Adam Parker

Operating Partner

Prior to joining Heritage Holding as Operating Partner, and CEO of Data102, Adam worked for IBM as a server design engineer, and with Facebook on their data center operations team. Adam holds six patents pending and granted in the fields of signal processing, electronics, and photo recognition. Adam graduated with honors from North Carolina State University with a BS in Computer Engineering and a BS in Electrical Engineering and holds an MBA from Harvard Business School.

Farhan Javed

Associate

Farhan is an associate at Heritage Holding with a background in operations and finance. Prior to Heritage, Farhan was a management consultant at Kepler Cannon where he spearheaded digital transformations at large financial institutions and accelerated value creation for the portfolio companies of private equity clients. Before that he founded his own VC-backed decentralized storage startup and interned in Citi’s M&A investment banking group. Farhan grew up in Tulsa, OK where he helped manage his family’s convenience store business and holds a BA in Economics Cum Laude from Harvard College with a secondary in Government and Language Citation in Classical Arabic.

Steve Lane

Entrepreneur in Residence

Steve is an Entrepreneur in Residence at Heritage Holding, with experience building and leading technology ventures. Steve started his career at J.P. Morgan, where he helped it implement Basel III liquidity ratios and stress testing across the Investment Bank. As a technology enthusiast, Steve transitioned to Microsoft, where he was a manager on its device market intelligence team, forecasting multinational account manufacturer volumes globally. After Microsoft, Steve earned a JD and MBA from Northwestern University, where he co-founded and led Flyhomes, a fintech venture that helps buyers in the most competitive real estate markets in the U.S. Flyhomes has completed its series B financing and Steve is the executive chairman of its board.

Alexandra Cleveland

Operations Analyst

Prior to joining as an analyst, Alexandra interned at Heritage in the Fall of 2020. She primarily assists with portfolio company initiatives, investor relations, and internal operations. Prior to Heritage, Alexandra interned at CJ Coleman, an independent Lloyd’s of London broker. Here, she analyzed cover holder risk and profitability and conducted market research. After this experience, she interned with an educational technology start-up based in Madrid, Spain, focusing on United States business development initiatives. Alexandra graduated from Boston University with a BSBA in Finance and International Business.