From Pre-Seed to Acquisition:
COO Hedva Feldman
“It wasn’t just advice it was true responsibility,” “In a startup, every dollar matters. Profitian took full ownership and protected the company’s future.”
How Profitian Helped ProntoNLP Scale All the Way to an Exit with S&P Global
A small team. A powerful vision. Groundbreaking AI technology.
What connected it all and turned it into a successful acquisition was a deep, strategic, and quiet financial partnership.
Profitian partnered with ProntoNLP from the earliest days when the company was still pre-seed through every stage of scale, serving as a strategic Growth Enabler. From building a flexible financial foundation to supporting global expansion, Profitian provided stability and structure in the moments that mattered most.
About ProntoNLP
ProntoNLP, an Israeli startup in the Generative AI for Financial Markets space, developed a real-time document intelligence engine that extracts context-aware signals from unstructured text: analyst reports, financial commentary, and even conversational threads. This data-to-signal automation helped institutional investors make smarter, faster, and more contextually accurate trading decisions.
The company was acquired by S&P Global in early 2025. Both the brand and core team continue to operate post-acquisition.
The Beginning of the Partnership
The collaboration began in 2022, as ProntoNLP started expanding into the U.S. market. The founders knew that real growth required a financial infrastructure that was both scalable and sophisticated without the overhead of building an in-house team.
That’s where Profitian came in.
The Challenge: Growing Without Losing Control
When ProntoNLP expanded to the U.S., they faced three major challenges:
Managing a cross-border finance operation
Scaling operations without ballooning fixed costs
Finding a partner who understood startups, not just accounting
“We weren’t ready to hire a full finance team but we also couldn’t afford mistakes,”
says Hedva Feldman, COO at ProntoNLP.
“Profitian stepped in at exactly the right moment with strategic insight, real experience, and the ability to build a finance function that supports scale.”
The Solution: Growth Infrastructure in Action
Profitian deployed its Insourced Finance Team model in full:
End-to-end financial management of the U.S. entity taxes, cash flow, collections, and reporting
Weekly finance syncs with the Pronto team, full availability via WhatsApp
Post-investment scaling systems: financial frameworks designed to support growth after fundraising
One of Profitian’s strongest value-adds was its ability to turn financial data into investor-ready narratives reports and dashboards that clearly communicated value to leadership, board members, and VCs.
Inside the Work: How Profitian Operated
Profitian did far more than keep the books they built investor-facing infrastructure from the ground up:
Completely rebuilt the financial stack to serve both short-term ops and long-term strategy (fundraising, M&A readiness)
Centralized cash management across jurisdictions, with daily visibility and unified forecasting
Professionalized collections with zero error rate, removing friction from the operating team
Delivered full investor-ready reporting packages within 48 hours burn rate, runway, forecasts, KPI comparisons
Upgraded regulatory and tax frameworks to ensure U.S. and Israeli compliance, with tax optimization built in
Above all, Profitian created real scalability enablers: financial systems that support fast growth without compromising control.
The Turning Point: Silicon Valley Bank Collapse
When SVB collapsed, putting Pronto’s funds at potential risk, Profitian was the first to flag the danger, alert stakeholders, and drive the financial response.
“It wasn’t just advice it was true responsibility,”
says COO Hedva Feldman.
“In a startup, every dollar matters. Profitian took full ownership and protected the company’s future.”
Bottom Line: Not a Vendor A True Partner
“Professional. Available. Committed. We always knew someone had our back.”
“If I start another company tomorrow I already know who I’m calling.”
Hedva Feldman, COO, ProntoNLP