Brandon Metcalf

I’ve built, scaled, and landed successful acquisitions for multiple companies rooted in the Salesforce ecosystem and focused on solving the operational challenges that hold teams back. My background and passion for building technology companies shaped how I lead — build for scale, move with pace, stay close to execution, and focus on what actually works.

Today, I lead Asymbl, The Workforce Orchestration Company. We help organizations design, manage, and scale hybrid workforces where humans and digital workers operate as one.

Our approach combines digital labor strategy to onboard digital workers, recruiting software to hire human workers, and deep platform expertise that connects it all across Salesforce, Slack, and the wider enterprise. That includes everything from intelligent agents and predictive systems to workflow automation and orchestration across applications.

Inside Asymbl, we run this model ourselves. Digital workers now operate across multiple functions of our business, working alongside our teams every day. We prove every innovation in our own operations before bringing it to customers.

The future of work isn’t human or digital.
It’s human and digital, orchestrated as one.

Ambassador

Slack has been our operating system at Asymbl for well over a year. Human teammates, digital workers, Salesforce, every system and workflow we run. All of it connected and flowing through Slack.

That means Slackbot now has access to all of it.

This isn't a chatbot that needs to be caught up on what's happening. It already understands how we work, who we work with, and what we're working on. The context is already there, and that's what makes this different.

Our CRO Michael Clark is joining Salesforce's webinar to talk about how this actually works in practice.

Thursday, January 29 at 10am PT / 1pm ET.

Register here: sforce.co/4pVnQfb

#Slack #Agentforce #WorkforceOrchestration #DigitalLabor #FutureOfWork

CEO & Founder at Asymbl | Orchestrating the Workforce of the Future

Open article: Meet the All-New Slackbot: Personalized AI That Knows Your Work by sforce.co

Meet the All-New Slackbot: Personalized AI That Knows Your Work

I always wanted to become a paella cook, but my path led me to spend 20 years in finance and tech - eventually becoming a fintech entrepreneur and a frustrated paella aficionado.

I did my time in Investment Banking across NYC, Sao Paulo, Zurich, and London. But I redeemed myself by pivoting to tech, where I launched four fintech products back-to-back.

Today, I’m the co-founder and CEO of Abacum, the leading FP&A automation platform helping finance teams in the mid-market drive efficient growth and deliver business impact.

My partner in crime, Jorge Lluch, and I built the product we wished we had in our previous finance roles. Solving a problem that used to make us bleed in the head has been a dream come true.

We’re on a mission to make finance teams the heroes of their organizations.

“Cool, but what exactly does Abacum do?”

• Drives efficient growth through more accurate revenue forecasts, advanced scenario modeling, headcount planning, and OPEX control.
• Provides real-time access to all your operational and financial KPIs in one place, automating Board decks, monthly performance reviews, and reforecasting reports.
• Boosts budget owner accountability with structured collaborative workflows and actionable to-dos.

On a personal note, family always comes first. I live in New York with my amazing wife and three high-energy kids. For me, success is when my kids use my back as a walking mat - keeps them busy and gets the knots out.

Quick facts: I practice Vipassana meditation. Fan of Stoicism, especially Epictetus. I journal daily. Vegetarian.

I enjoy martial arts, surfing, and eating embarrassing amounts of chocolate. Originally from Spain, I’ve lived in India, Brazil, Switzerland, the US, and the UK, and I miss them all.

If anything from above interests you, follow along for more content. While I mostly talk shop, you might also catch the occasional post about my quest for the perfect paella.

Julio Martínez

One company per category, it's that simple. 

That philosophy is what first drew me into a long conversation with Casey Woo in San Francisco in the spring of 2025.

What followed wasn’t a typical pitch cycle. 

It was months of conversations, product walkthroughs, and tough questions about how finance tools actually hold up once companies are operating at speed. 

Casey then pulled in other members of the FOG Ventures community and connected with our customers. 

Operators who’ve owned outcomes, lived through broken systems, and carry strong opinions because they’ve paid the price for getting it wrong.

FOG’s market map reflects that rigor. 

Being chosen as their FP&A platform of choice alongside our partners like Tabs, Rillet, and Anrok means a great deal to me.

Not because of the recognition, but because of how it was earned.

That level of conviction doesn’t come lightly.

The bar is high, and that’s exactly where we want it.

Co-founder & CEO at Abacum | AI-native FP&A that Drives Performance

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Some hires improve the team.

Others materially change where the company is headed.

I’m excited to welcome Jim Williams as our new Head of Marketing at Abacum!

We deliberately took our time with this one. We were patient, we held the bar high, and we waited for someone who was unequivocally the best fit for us.

Jim joins us to raise the bar. He brings decades of experience building and scaling marketing teams at high-growth companies, along with a rare combination of deep expertise, smart creativity, and real humility.

He shares with us an obsessive passion for his craft and for customers, and is relentless about learning, which matters a lot in a world where marketing is constantly evolving.

we are incredibly excited to have Jim leading this next chapter of growth.

Welcome Jim!!!

At Abacum, we spend a lot of time thinking about how finance teams actually operate when the business gets complex.

Not just FP&A in isolation, but how data flows across billing, revenue, cash, and operations, and how teams turn that reality into decisions with operational excellence. 

As complexity creeps in, the gaps between systems become more visible...

That’s why today we are thrilled to announce our partnership with Tabs, which is a huge step in our efforts to simplify business complexity.

Tabs is going deep on one of the hardest parts of the stack: modern revenue infrastructure. Invoicing, collections, and revenue recognition are no longer back-office mechanics; they shape how companies understand growth, performance, and risk.

At Abacum, our focus is on what finance teams do with that reality: turning trusted inputs into plans, scenarios, and narratives that help leaders navigate change with clarity.

Working alongside Tabs is part of a broader direction for us: building an ecosystem of focused partners who go deep in their domain, so finance teams don’t have to trade power for simplicity.

Grateful to be building alongside Tabs and to founders like Ali Hussain, who bring craft and first-principles thinking to hard problems. 

More ahead!

I was born and raised in Barcelona and had a front row seat to the city becoming one of the most cosmopolitan innovation hubs in Europe.

Even back then, something special was happening.

For more than twenty years, Barcelona has quietly built one of the strongest tech ecosystems in Europe.

Founders from everywhere.
Operators from every discipline.
Global ambitions grounded in community

Growing up there gave me a belief I still carry today.

Great companies can be built from anywhere.

That mindset shaped how I think as a founder.

You don’t need permission.
You don’t need to be in the “right” city.

You need a clear vision and the courage to move out to your main market when the time is right.

Sometimes I have to remind myself how far we’ve come.

Jorge Lluch and I started Abacum 5 years ago with a simple mission: to make finance teams the heroes of their organizations.

We had spent years stuck in spreadsheet hell, trying every legacy tool on the market only to have it be so difficult to use.

Abacum is the platform we wished we had early in our careers.

Today, I'm proud to say that we've made that mission a reality for hundreds of companies such as CoreWeave, Replit, Strava, RapidSOS, Papaya Global, and more.

The US is our largest market, and also our fastest growing, and for a team that started in Europe, that’s not just traction.

It’s validation that the problems we’re solving are global and urgent.

Watching our customers move from brittle models to a real strategic planning environment is one of the most rewarding parts of building this company.

Customer obsession is the value that defines Abacum, and it's so gratifying.

Grateful to have partners like Casey Woo and FOG Ventures, who truly understand how modern finance teams operate from the inside out. 

FOG is a collective of seasoned finance leaders and operators shaping the most ambitious companies in Silicon Valley and beyond.

As a founder, you want investors who bring real conviction and strategic value, not just capital. 

FP&A is evolving into the connective layer across the business. FOG understands this deeply because they’re embedded in the daily realities of how modern finance teams actually operate.

They've seen how planning actually breaks in reality, when data fragments, assumptions drift, and decisions move faster than the systems meant to support them. 

Being that close to the work gives you a very different perspective on what actually needs to change.

And we’re excited to lead the charge with them in our corner.

Founder, Operators Guild. General Partner, FOG Ventures.

Spreadsheets made finance portable. Cloud tools made it collaborative. AI is making it predictive. We just invested in the company leading that transition.

Most funds analyze markets from the outside looking in. FOG Ventures was built to do the opposite.

We operate inside the modern stack every day. We see how real teams work, where the workflows break, and where the gaps in tooling actually are.

From that vantage point, one signal became impossible to ignore: the Office of Business Intelligence has arrived, and FP&A is a critical pillar within this new modern stack.

For years, finance teams have been buried under time-consuming, manual work, scattered data, and systems that were never built for how operators actually make real-time decisions. We watched FP&A evolve from spreadsheets to cloud tools to digitized workflows.

Now we're at the next inflection point.

AI-native platforms that clean and structure the data, manage the model, and understand the business context. Finance leaders can finally move faster and spend their time actually helping the business grow instead of closing last month's books.

That's why FOG Ventures invested in Abacum.

They aren't building another planning tool. They're giving finance teams a platform that understands the model, tracks the drivers, and helps answer the question every operator cares about: what will it take to hit our targets?

Julio Martínez and Jorge Lluch are redefining what modern FP&A can be, and we couldn't be more excited to support them on this mission.

If you want to help define the future operating stack, we'd love to have you at FOG.

something happens when you look at NYC from above

the noise fades. the chaos looks beautiful. and you remember why you’re here.

locals don’t usually go up the Empire State building.

and it’s not like I wanted to feel like King Kong up there.

but awhile back Peter Specth got my family and I tickets ❤️

so we went up…

and I felt it, again. the spark, the energy, the gratitude.

the city is unreal.

every night there’s an AI meetup, a dinner, a group of founders building the future.

iconic tech and finops companies scaling right from here.

and beyond tech, it’s this mix of cultures, industries, flavors, stories.

a melting pot in the truest sense.

come build here!

Co-founder & CEO at Abacum | FP&A that Drives Performance

everyone talks about product market fit, or channel market fit.

almost no one talks about team culture fit...and that is usually what makes or breaks the company.

the hardest part of building a company isn’t product, GTM, or timing.

it's the people.

more specifically, building a team that holds themselves, and each other, to a standard they are proud of.

great teams don’t just execute.

they make each other sharper, more intentional, more ambitious.

The best people look for three things:

1. a mission they believe in
2. a team that pushes them
3. a leader who gives context, not control

founders don’t scale companies, teams do.

and the team you build early sets the ceiling for everything that comes after.

Most companies think they’re scaling finance by hiring.

But the real growth limiter isn’t headcount, it’s the shadow operating system the business builds when finance can’t keep up.

You’ve probably seen the signs before:
→ Sales running its own pipeline math
→ Product maintaining a separate roadmap model
→ Marketing redefining CAC
→ Teams showing up meetings with numbers that don’t match the “official” ones

People build their own systems when yours isn’t giving them what they need.

And here’s the thing, no number of hires will fix a fractured operating system.

You fix it by:
→ Making the model understandable outside of finance
→ Connecting systems so every metric has one definition
→ Leveraging AI to do the manual tasks so humans can focus on decisions

When the operating model becomes explainable, the business finally becomes scalable.

AI adoption in finance is rising, but CFO have spoken: AI's impact on actual outcomes remains uncertain at best.

That’s one key finding from the latest CFO Survey conducted by Duke University and the Federal Reserve Banks of Richmond and Atlanta.

Across measures like productivity, decision-making speed, customer impact, and time spent on higher-value work, most firms report either no change or say it’s too early to tell.

The story so far is less about breakthrough gains and more about small, uneven progress, with early benefits showing up in how fast teams move rather than what ultimately changes.

That’s where the risk emerges.

FP&A is the only function with visibility across the entire business, yet most planning environments weren’t designed to support that responsibility.

When inputs go stale.
When assumptions drift.
When collaboration moves outside the system.

AI doesn’t create leverage. It amplifies the mess.

The future of FP&A isn’t about finance “being more strategic.”

It’s about having the infrastructure to keep the organization aligned as conditions change.

AI can become the connective tissue underneath. Keeping plans consistent, assumptions current, and decisions grounded in a single source of truth.

That’s when AI stops being an experiment and starts becoming real leverage for finance.

A must-attend event.

Evan Pincus is extremely insightful, even after a scotch tasting. 

Maybe even more, we'll see 😂 

The tech stack he has built at Cortex has been truly transformational, and he is a truly AI-forward Finance and Operations leader 🙇 

Tabs + Anrok: cannot think of better partners for this one!

Don't miss it, super limited spots.

🥃 CFOs, Whisky Tasting & AI in Finance in NYC!

On January 21st, Anrok, Abacum and Tabs are hosting an intimate whisky tasting and private roundtable for senior finance leaders.

We’re bringing together a small, curated group of CFOs and finance leaders to have conversations about how AI is actually transforming the finance function!

What to expect:

✨ Real-world AI use cases in finance
✨ Practical challenges (and what not to do)
✨ How to build a modern, AI-powered finance tech stack that truly works

We’re excited to be joined by Evan Pincus, VP Finance & Ops Cortex, who will share first-hand insights from implementing AI across the finance org: what’s worked, what hasn’t, and what he’d do differently starting today. All of this over a thoughtfully selected whisky tasting (or a soft drink) and candid peer discussions.

📍 New York City
🗓 Wednesday, January 21, 2026 | 5:00–8:00 PM (GMT-5)
🔒 Approval required – limited spots

If you’re a finance leader curious about AI beyond the hype, request to join 👇
https://luma.com/bggamvyx

I recently spoke with RJ Lumba on The Financial Technology Report about why planning tools fail as companies grow. 

Not because finance teams lose rigor, but because the tools weren’t built for constant change.

A few themes kept coming up in the conversation:

→ Why complexity exposes the limits of spreadsheet-based planning
→ How we built Abacum to scale with customers over the long term
→ My path from investment banking to microfinance to entrepreneurship
→ How obsession, intensity, and focusing on what you can control shape long-term company building

When the foundation is right, results tend to follow. When it isn’t, even the best teams end up patching gaps instead of driving the business forward.

I’ve seen that dynamic play out with finance teams again and again. 

Strong operators held back by systems that weren’t built for the level of complexity they’re dealing with.

The goal isn’t to make finance work harder or faster, it’s to give them infrastructure that holds as complexity grows so they remain in the driver’s seat.

Link to the episode in the comments below!

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