HighLevel Names Sterling Auty as New Chief Financial Officer
HighLevel has appointed Sterling Auty, a 30-year finance and tech veteran, as CFO as the Dallas-based firm expands globally.
HighLevel, the Dallas-based artificial intelligence operating platform serving small and medium-sized businesses, has appointed Sterling Auty as its new Chief Financial Officer, the company announced Sept. 28, 2026.
Auty brings more than three decades of experience spanning technology and financial services sectors to the role. The hire signals HighLevel's intent to strengthen its financial leadership as it pursues continued international growth.
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The appointment comes at a pivotal moment for HighLevel, which positions itself as an AI-driven operating system designed to consolidate business tools for SMB operators. Adding a seasoned CFO with Auty's background suggests the company may be preparing for the financial rigor associated with significant scaling efforts, potential fundraising, or other strategic milestones — though no such plans were announced in the release.
HighLevel has been expanding its footprint in the competitive SMB software market, where AI-integrated platforms are increasingly challenging legacy tools across marketing, sales, and operations functions. Auty's cross-sector expertise in both finance and technology could prove central to navigating that landscape.
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