Technology and financial services veteran brings over 30 years of experience to HighLevel as the company continues to scale globally
DALLAS, Sept. 28, 2026 /PRNewswire/ — HighLevel, the AI operating system for small and medium businesses, has announced the appointment of Sterling Auty as Chief Financial Officer.
Sterling brings more than 30 years of experience across technology and financial services, with a career spanning equity research, capital markets and investment banking. He joins HighLevel from Barclays, where he served as Vice Chairman focused on the software sector within the firm’s Technology Investment Banking Group.
His appointment strengthens HighLevel’s leadership team as the company continues to scale and invest in the technology and ecosystem helping businesses access powerful AI and business tools without the resources or complexity traditionally required of larger organizations. The appointment follows the opening of HighLevel’s HQ West, the Customer Center in Dallas, and the recent opening of HQ East, the AI Center of Excellence in Dubai, expanding the company’s global footprint and investment in AI innovation.
“Sterling understands the technology industry at a level very few people do, but just as important, he understands that great companies are built by great people,” HighLevel’s founding triumvirate, Shaun Clark, Varun Vairavan and Robin Alex, said in a joint statement.”As HighLevel continues to grow, we want to do it in a way that creates even more opportunity for the businesses, agencies and partners we serve. Sterling brings the experience, leadership and long-term perspective to help us do that while building an organization that can scale with our ambitions.”
Sterling spent 25 years at J.P. Morgan, where he served as Managing Director of Equity Research focused on the software industry. During his tenure, he covered companies across nearly every major area of software and worked alongside many of the industry’s leading businesses as they navigated growth, capital markets and changing technology cycles.
He later joined SVB Securities as Senior Managing Director and Head of Software Equity Research before moving to Barclays, where he helped grow the firm’s software investment banking business across capital markets and mergers and acquisitions.
Throughout his career, Sterling has focused not only on what makes technology companies successful, but on the people and cultures that allow them to succeed over time. His leadership philosophy centers on helping people grow, build their strengths and do their best work.
“I’ve been deeply impressed by the strength of HighLevel’s business and its founding mission to help SMBs grow and make more money. Since inception, the company has delivered rapid, profitable growth organically, without relying on outside primary capital. I’m thrilled to join the team and help scale the business and its impact in the years ahead,” said Sterling .
As CFO, Auty will lead HighLevel’s global finance organization and financial strategy, supporting the company as it continues to expand its platform and ecosystem of agencies and partners serving small businesses around the world.
About HighLevel
HighLevel is the AI-powered operating system for businesses, agencies and founders. The platform brings CRM, messaging, automation, revenue workflows and AI into a single system built for an AI-first economy. By embedding intelligence directly into how businesses operate, HighLevel enables teams to work alongside AI and deploy agents that can take action across everyday business workflows. Through its platform and global ecosystem of agencies and partners, HighLevel gives businesses the technology and infrastructure to operate more efficiently, reduce complexity and grow without adding unnecessary overhead.
Contact
Piper McCoy
piper.mccoy@gohighlevel.com
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SOURCE HighLevel
