HighLevel Names Sterling Auty as CFO Amid Global Expansion
HighLevel has appointed Sterling Auty as CFO, bringing more than 30 years of tech and financial services experience to the SMB-focused AI platform.
HighLevel, a 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 three decades of experience spanning technology and financial services sectors, credentials the company says position him to support its continued global growth ambitions.
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The appointment signals HighLevel's intent to strengthen its executive bench as it scales operations internationally, a common strategic move for growth-stage technology firms seeking to build investor confidence and operational discipline ahead of potential financing or liquidity events.
No specific financial targets or expansion timelines were disclosed alongside the announcement. The hire nonetheless underscores the increasing emphasis SaaS platforms serving the SMB market are placing on seasoned financial leadership as competition in the AI-powered business tools space intensifies.
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