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Cake Equity
The simple, global equity management platform for startups and high-growth companies.
What it does
Automates the management of cap tables and shareholder registries. Provides a self-serve portal for employees to track their stock options and vesting. Features localized ESOP templates for Australia, UK, USA, and SE Asia. Facilitates online capital raises with automated offer documents and signatures. Includes equity modeling tools to help founders plan for future dilution.
Why it works
Global Native: One of the few platforms built for the 'Remote-First' world, handling equity across borders. Simplicity: Strips away the heavy legal jargon seen in enterprise tools like Carta. Speed: Can set up a professional employee share plan in minutes rather than weeks of legal consult. Transparency: Gives employees a clear, visual understanding of their potential wealth creation.
Category: Business & Operations
Team Size: 29
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As of 2026
Business & Operations
Revenue: $1M-$5M ARR
The simple, global equity management platform for startups and high-growth companies.
Overview
Cake Equity is a specialized financial platform designed to help startups manage their cap tables, employee stock options (ESOPs), and capital raises. It distinguishes itself with its focus on 'Global Equity,' providing localized legal and tax support for teams in dozens of countries. By simplifying the complex legalities of equity, Cake helps founders build high-performing teams through transparent ownership.
Funding status: Funded
Revenue source: Subscriptions
Customer type: B2B
Pricing: Freemium
Tech stack: React, Node.js, AWS, PostgreSQL
Platform: Web
Integrations: Slack, HubSpot, QuickBooks, Xero, Stripe, DocuSign
Founder story
Founded in 2018 by Kim Hansen and Jason Atkins in Gold Coast, Australia. Jason, an experienced entrepreneur, realized that managing equity was a 'legal nightmare' that prevented startups from sharing wealth with their teams. They built Cake to make equity 'as easy as a piece of cake' for founders globally.
What it does
- Automates the management of cap tables and shareholder registries
- Provides a self-serve portal for employees to track their stock options and vesting
- Features localized ESOP templates for Australia, UK, USA, and SE Asia
- Facilitates online capital raises with automated offer documents and signatures
- Includes equity modeling tools to help founders plan for future dilution.
Who it's for
- SaaS Startup Founders
- Early-stage Ventures
- Angel Investors
- Global Remote Teams
Why it works
- Global Native: One of the few platforms built for the 'Remote-First' world, handling equity across borders
- Simplicity: Strips away the heavy legal jargon seen in enterprise tools like Carta
- Speed: Can set up a professional employee share plan in minutes rather than weeks of legal consult
- Transparency: Gives employees a clear, visual understanding of their potential wealth creation.
Growth strategies
- Targeted the high- growth 'Global Remote' niche, positioning as the tool for the 'New World of Work'.
- Used a 'Partner- led' growth model, integrating with startup accelerators and accounting firms.
- Raised $3.2M in Seed funding (2022) followed by a Series A round to fuel global expansion.
- Leveraged a performance narrative: 'Keep your best talent with easy global equity'.
Alternatives
Comparison overview
- Carta: The enterprise giant; Cake is often preferred by early-stage and global remote startups for its simplicity and international localization.
- Pulley: Very strong in the US; Cake is the superior specialist for Australian and multi-national teams.
- Cake Equity is the choice for founders who want to build a global team through ownership.