Meet Liis Reinhold, CFO at Cachet

What brought you to Cachet?

There’s a story behind it. I’ve known our co-founder Hedi for a long time—we were introduced at Web Summit a while back. While nothing materialized then, we stayed in touch.

Fast forward years and when I saw Cachet taking off and securing funding, I knew it was an exciting time to join. The company was transforming fast, growing from a small team into something with great potential. I wanted to be there to help them scale, turn the corner, and build something with real societal value.

For me, Cachet was the perfect match of timing, belief, and opportunity.

What gets you out of bed in the morning?

For me, it’s the thrill of completing something incredibly challenging—tasks that push me beyond my comfort zone. Confronting new situations and solving the puzzles they present you with gives me a real high.

This is what drives me every morning. There’s no better place to experience this than in a fast-paced environment like Cachet.

Finance can be a complex role. What are the biggest changes and challenges you’ve noticed in your role here?

It’s been a rollercoaster. When I started, I was the only person in the finance department! We had software and databases but no structure. I had to build everything from scratch.

Now, the finance team has grown significantly. We’ve developed systems that allow us to scale, and I can focus more on strategy, forecasting, and helping the company move into the next phase of growth.

How has your job at Cachet changed over time?

The change has been constant. We’ve moved offices, expanded the team, and evolved our processes. It’s exciting to see how quickly things shift in a startup environment and how much we’ve grown in such a short time.

If you could swap roles with a colleague for a day, who would you pick?

That’s an interesting one! I’d say either Joosep, our CTO, or Kalle, our COO and Co-Founder.

Kalle has a remarkable ability to form strategic, enduring partnerships that have driven Cachet’s growth. I’d love to experience that process firsthand.

Joosep, on the other hand, understands our entire product ecosystem inside and out. Like me, he’s built something from scratch, and I’d be curious to see how he tackles challenges from a technical perspective.

What’s your advice for newcomers who are considering joining Cachet?

Be bold! In Estonian, we say julge. You need to be proactive, take initiative, and make things happen. In a startup, no one holds your hand. And that also means you have the trust and space to make things happen more than anywhere else.