Startups have enough on their plates without wrestling with complicated cap table software. This was precisely the challenge faced by Robin, a mental health platform designed for K-12 students. With over 40 investors, option holders, and shareholders, Robin needed a cap table solution that wouldn't give them a headache every time they needed to access critical information or update their equity structure.
After experiencing difficulties with their previous provider, they made the strategic decision to transition to Cake Equity's platform. The results were immediate: improved usability, enhanced communication with stakeholders, and a more effective equity management system that aligned with their philosophy of using equity as a powerful tool for scaling.
ABOUT ROBIN
Robin isn't just another EdTech startup—they're on a mission to transform mental health support for students across America. Founded by Sonny Thadani and Scott Farber four years ago, Robin takes a preventative and proactive approach to student well-being.
What began as a vision to give students the skills they need for life's challenges has grown into a comprehensive platform serving over 150 schools and districts, with the New York City Department of Education as their largest client. With outside capital raised in 2021 and 2022, Robin has built a diverse cap table that needed proper management to support their continued growth.
CHALLENGE
For Robin, like many growing startups, the decision to switch service providers during crucial growth phases presented significant risks. As Thadani explains, the company was juggling multiple priorities typical of early-stage companies: client acquisition, product development, and talent acquisition and retention.
When you're focused on growth, the last thing you want is software that slows you down. As Robin grew, their existing cap table solution became more of a hindrance than a help.
APPROACH
Robin needed a partner that understood the unique challenges of startups and could provide not just a technical solution, but also support during the transition process.
In evaluating potential partners, Robin prioritized several key factors:
"On the first call that I had with the sales rep, everything was upfront. Everything was transparent from transition. One of my biggest concerns is how do you transition something so important to cost, which is always a founder's concern."
THE CAKE EQUITY SOLUTION
Cake Equity's platform addressed Robin's needs through a thoughtful combination of design and functionality. Robin found that Cake provided exactly what they needed without unnecessary complexity.
"What I really enjoyed about Cake at our first and second conversation was the comfort level that your staff gave me regarding the transition."
"I was nervous. There's a lot of financial data, there's a lot of individual names, and the transition to your platform was seamless. Was done rather quickly. I think I was told 48 hours, but it seemed like in two hours it was all done and complete. And I saw the complete cap table on the [dashboard] right away."
Perhaps most importantly, the human touch didn't disappear after the sale was complete:
"I think I spoke to your customer service every day, maybe twice a day. But they were on the phone. They were helpful. They continue to be helpful, which is extremely important to me as someone who likes the human connection to likes to double check that I'm doing things appropriately for something so very important."
RESULT
The proof is in the pudding—or in this case, the cap table. Robin's switch to Cake delivered immediate tangible benefits:
"I really like the user interface. It's simple. It's straightforward. It's easy to pull down and toggle back and forth between different things. It's easy on the eyes sometimes even just the color pattern you use."
The contrast with other platforms was significant. Sonny noted that competing solutions often presented "black and white dots on the side. So many different options that you don't even know what to do sometimes." For a founder focused on growth and impact, this complexity created unnecessary friction.
"I want my cap table provider to have ease of use. Simplicity. I want to be able to communicate things to our board, to investors when they have question. And I thought your interface gives me easy access and accessibility and answers to those questions, rather quickly, which is important.
EQUITY PHILOSOPHY
For Robin, equity isn't just about legal compliance or financial record-keeping—it's about creating a team of owners who are invested in the company's mission and success.
"I learned early on that equity is not just a powerful tool, but is a must have tool for companies that want to scale and do great things. What wins and what turns companies from nothing to something and something to great is people."
Thadani believes in democratizing equity across the organization—not restricting it to executives only—while ensuring team members understand its value:
"I'm a big believer in using equity not just as compensation, but as a privilege and an opportunity to be an owner in the company. A true owner with a voice, with upside, and with long, sustainable value."
This philosophy requires education and transparency, especially for team members who may not have experience with equity compensation. Having a cap table platform that supports this mission through clarity and simplicity is invaluable.
CONCLUSION
In the startup world, adaptability isn't just nice to have—it's essential for survival. The same goes for the tools founders choose to manage their businesses.
"What I like about young, high growth companies with a good reputation, they adapt to the market and they adapt to founders needs and understanding that those needs will change over time. I believe that Cake will also adapt to the new versions of what founders might need moving forward."
For Robin, switching to Cake wasn't just about finding a better cap table solution—it was about finding a partner that aligned with their values of simplicity, responsiveness, and adaptability.
As they continue their important work improving mental health resources for students across the country, they can rest easy knowing their equity management is in good hands.
The right tools should make your life easier, not harder. For startups like Robin, that means software that gets out of the way and lets you focus on what really matters: growing your business and making an impact.
Robin is a mental health platform that aims to build more connected, supportive, and compassionate school communities where each student, educator, and parent is empowered to thrive.
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