HighLevel Names Sterling Auty as CFO Amid Global Expansion
HighLevel has appointed Sterling Auty as Chief Financial Officer, adding three decades of tech and finance experience as the SMB platform scales worldwide.
HighLevel, the Dallas-based company that markets itself as an AI operating system for small and medium-sized businesses, has named Sterling Auty as its new Chief Financial Officer, the company announced Sept. 28, 2026.
Auty brings more than 30 years of experience spanning technology and financial services to the role, according to the company. His appointment comes as HighLevel moves to accelerate its global growth strategy, positioning seasoned financial leadership as central to that effort.
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The hire signals HighLevel's intent to strengthen its executive bench at a critical phase of international scaling. Companies in the SMB software sector frequently recruit experienced CFOs when preparing for significant capital events or expanded market entry, though HighLevel did not specify immediate financial plans in its announcement.
HighLevel has positioned its platform as a comprehensive AI-driven toolkit designed to help smaller enterprises manage marketing, sales, and operations functions that larger corporations typically handle through multiple specialized vendors. The addition of a veteran finance executive suggests the company is prioritizing operational discipline alongside product growth.
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