From Pies to SPVs: Why I Built Sally

From Pies to SPVs: Why I Built Sally

The other day, I had lunch with an old friend—and left with a deeper appreciation for why I built Sally in the first place.

He told me the story of his first business: a pie company.

It started with his time at Marie Callender’s, where pies were made the old-fashioned way—in-house, by hand. He learned every step: make the dough, shape it with a “nine plate,” prep the filling, seal the crust, and bake. It was all labor. All human.

Eventually, he left and teamed up with two partners—one a former boss, the other someone he’d hired—and they launched their own pie-making business. They rented a warehouse and replicated the Marie Callender’s kitchen experience. Same tools. Same process. But with more people and shifts. Their plan: sell pies by the pallet to grocery stores.

It worked—for a while.

They built demand, signed on grocery stores, and grew to a few thousand pies per day. Then they landed a massive contract through a food show. Then another. Then all the big grocery chains signed on. The orders flooded in. 

And then it all collapsed.

The orders were massive—semi-truck-level massive. But their process? Still manual. Still people rolling dough and filling crusts by hand. Despite hiring like crazy and running shifts around the clock, they couldn’t fulfill the orders. They were sending 1 pallet when the customer needed 24. It wasn’t sustainable.

They lost nearly every contract.

Here’s where it gets interesting: they didn’t give up. They raised capital, traveled the country, and found the solution—automation. They bought real machines: inline systems, conveyor ovens, industrial mixers. With this upgrade, they scaled from tens of thousands of pies a day to 170,000 pies per day. And this time, they kept up.

Sounded Familiar

That pie story is a lot like what we did in the early days of SPVs.

We started with a law firm model. Everything was manual. Every form, every doc, every signature was a “pie” rolled by hand.

Then we tried to scale. We built a little tech, services teams, rented office space (our “warehouse”), and threw smart, hardworking people at the volume. It worked—for a while.

Until it didn’t.

Like my friend, we hit a limit. The more deals we ran, the more brittle things became. When deal flow surged, we couldn’t keep up. When it dropped, the overhead became an unsustainable weight. We were just another handmade pie shop, trying to serve a grocery chain.

That’s when the idea of Sally was born.

Sally Is the Inline Machine

Sally isn’t another law firm.
It’s not a services team.
It’s not “professional services with some technology.”

Sally is the inline machine for SPVs.

It automates what used to take full teams of people:

• Entity creation
  
  
• Investor onboarding
  
  
• Compliance
  
  
• Money movement
  
  
• Distributions
  
  
• Reporting
  
  
• Fixing discrepancies
  
  
• Membership transfers
  
  
• And countless more
  
  

Sally doesn’t just roll the dough—it bakes, packages, and delivers the SPV at scale, without losing quality.
And it doesn’t care if you need 1 SPV or 170,000.
It’s built to scale.

Why Sally Matters

Pricing pressure, feature demands, and service expectations are only accelerating.
Any “pie company” still relying on humans and a nine plate won’t be able to keep up.

If your platform isn't state-of-the-art—if it can’t handle every transaction, every situation, and every SPV type, on-platform—then a crash is coming.

What’s needed?
✅ Optionality
✅ Scalability
✅ Customizability
✅ White-label capability
✅ All-in-one functionality

Syndicators and fund managers want:
✅ Speed
✅ Control
✅ Brand ownership
✅ Scalability
✅ Efficiency

Sally delivers all five—with the reliability of an industrial pie line and the precision of a legal team.
It’s the upgrade the SPV world needed.

I built Sally because I knew what it felt like to run a deal with your hands in the dough.
But I also knew what was possible with the right machine.

Let’s bake some SPVs—at scale.
‍