Joyce Liu

Joyce Liu is a dynamic and results-driven CFO and CEO at Pegafund, a leading provider of fractional CFO services and leadership development tailored for high-growth, investor-backed software businesses. With two decades of experience in the financial services sector, Joyce has played a pivotal role in advising, investing in, and supporting over 100 companies across Europe, the UK, and the US. These businesses span the full spectrum, from early-stage startups to publicly traded enterprises. Joyce is deeply committed to empowering entrepreneurs, operators, and investors, helping them make informed, data-driven decisions with greater speed and precision. Her deep expertise in financial markets and the software industry positions Joyce as a trusted advisor to business leaders. She actively contributes to the entrepreneurial ecosystem through direct investments, advisory roles, and thought leadership. Her insights are shared widely on platforms such as her Substack newsletter, Designed to Scale, as well as CFO Connect, Chargebee, Forbes, Ivey Business Review, Tech EU, SaaStock, SaaSiest, and Slush. A lifelong learner and entrepreneur at heart, Joyce thrives on collaborating with curious, global-minded, and talented individuals who share her passion for innovation and growth.