An Airwallex Program

Redesigned Hex's AI Consumption Pricing and Cut Monthly Close to Five Days

Hex builds AI-native analytics tools for data teams, counting Reddit, Figma, and Ramp among its customers across $172 million in total funding. Dann-Fenwick rebuilt Hex's pricing architecture as AI consumption became central to the product, analysing usage and unit economics before and after launch to balance adoption against cost passthrough, and redesigning embedded analytics pricing to widen adoption across the suite.

He restructured discounts to right-size unit economics and replaced non-annualised MRR with a full ARR framework tracking new logo, expansion, contraction, and churn across licence and consumption streams, with the distinct margin profile of each now visible. Customer-level ARR movements and gross margin are available to everyone at Hex.

He deployed Hex's internal data agent to model the four key variables governing new logo acquisition, and migrated accounting to Rillet, an AI-native ERP, halving monthly close from ten days to five.

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Lawrence Dann-Fenwick

Hex

What Startup Finance 30 is

Finance is one of the most under-leveraged growth levers a startup has.

The best finance leaders don't just keep the books. They extend runway, structure capital that changes what a company can do next, and build the systems that let it scale across borders.

Startup Finance 30 is the first list built to recognise that work. Beginning in 2026 and continuing annually, we name 30 finance leaders at venture-backed, globally ambitious startups. The operators shaping how the next generation of companies grow.

Who's doing the most consequential finance work in the startup world right now?

This list is the answer.

FAQ

More information on how SF30 works.

Who's behind Startup Finance 30?

Startup Finance 30 is published by Airwallex. We built it because we work with globally ambitious companies every day, and the finance leaders driving that growth deserve more recognition than they get. Selection sits with the committee.

Who selects the final 30?

A committee of operating CFOs and finance leaders. They score every candidate against a five-part merit rubric and ratify the final list. See the full selection methodology.

Is there a fee? Can I pay to be included?

No. It's free to enter, and recognition is earned on merit.