Realizing his high-growth startup lacked the cash to fund earned bonuses, Erik Wissig shifted the leadership team toward long-horizon cash-flow planning. By aligning growth expectations with cash realities, he prevented future liquidity gaps and created a finance discipline that shaped SureCo’s scaling years.
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Now Watch our Complete Episode Featuring CFO Erik Wissig of SureCo
Erik Wissig, CFO & COO of SureCo, traces a path from a decade in middle-market investment banking to mission-driven operator. After advising hundreds of companies and spotting persistent healthcare inefficiencies, he co-founded Hixme, later acquired by SureCo in 2020. At SureCo, he helped sunset legacy lines, raise first outside capital, and scale an ICHRA-focused benefits platform. His mindset blends unit-economics rigor with sequencing: invest where capacity and milestones align, balance growth with cash flow, and hire into weaknesses (strong CPAs). He treats AI as a “how, not if” lever—targeted to efficiency with human oversight—while educating leaders that growth consumes cash.
| CFO’s Strategy Playbook |
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| • Sequence capital to capacity and milestones. |
| • Balance growth ambitions with cash visibility. |
| • Hire into weaknesses to strengthen execution. |