Andrew Holliday, Finance Expert in New York, NY, United States
Andrew Holliday

Finance Expert in New York, NY, United States

Member since March 24, 2020
Andrew has deep expertise in valuation techniques for hard-to-value securities, which he developed while working at AEP Capital (private equity) and Houlihan Lokey (portfolio valuation). During these five years, he applied the knowledge he gained to his own startup ventures, Sports Scene and Ostrich. Andrew enjoys the freedom and variety that comes with freelancing, and he can be counted on to deliver high-quality work in a timely fashion.
Andrew is now available for hire

Career Highlights


Select Certifications

Case studies

Industry Expertise

  • Banking & Finance

Software Expertise

Other Expertise


  • CSO and Co-founder

    2019 - PRESENT
    • Co-founded Ostrich, a financially focused social platform that's changing the way we think about personal finance.
    • Managed the budget and cash burn projections and planned launch strategies under different fundraising scenarios, including bootstrapping prior to launch.
    • Designed v0 of the platform for alpha testing, authored the RFP for the creation of platform v1 for beta testing, and evaluated proposals from multiple development firms and HR partners.
    • Managed the social media marketing strategy to tie in with the broader launch strategy.
    • Designed and created the Shares for Shares referral program.
    Focus areas: Fundraising, Social Media Marketing, Budgeting, Launch Strategy, Company Strategy, Growth Strategy, Finance Strategy
  • Financial Consultant

    2020 - 2020
    Plymouth Argyle Football Club
    • Developed a flexible operating model for the board to use in their decision-making regarding operations during the COVID-19 shutdown.
    • Created scenarios for board analysis based on altering key input variables, such as season start dates, length of season, crowd size, wage budget and staff furloughs, and other cost-cutting measures.
    • Worked with the CEO, executive board members, and the finance department to analyze recent historical results and create projections for the coming 2020/2021, 2021/2022, and 2022/2023 seasons.
    Focus areas: Three Statement Operating Model, Financial Planning & Analysis (FP&A), Revenue & Expense Projections, Scenario Analysis, Operating Models, Forecasting, Budgeting, Financial Analysis, Three-statement Modeling
  • Associate

    2017 - 2019
    Houlihan Lokey
    • Conducted quarterly valuations for over 100 positions held by clients in debt and equity of subject companies worth anywhere from $5 million up to as much as $10 billion.
    • Advised clients holding complex securities, explaining valuation methodologies and results.
    • Gained experience working across a wide variety of industries with specific expertise in SaaS, infrastructure, and real estate.
    • Participated in two successful pitches for business as part of the presenting team and built several other successful pitch decks.
    • Collaborated with the tax and financial reporting teams on fairness opinions for deals worth as much as $5.1 billion.
    • Created a taxonomy for the portfolio valuation process to be used as training material for new hires.
    Focus areas: Competitor Analysis & Profiling, Comparable Company Analysis, Three Statement Operating Model, Client Briefing, Pitch Preparation, Financial Modeling, Loan Valuation, Valuation Modeling, Equity Valuation, Financial Analysis, Direct to Consumer, Three-statement Modeling, Offer Evaluation, Transaction Comparables, Asset Valuation, 409A Valuation, Banking & Finance, Financial Services, Distressed/Special Situations, Debt Financing, Due Diligence, Software as a Service (SaaS)
  • CEO and Co-founder

    2013 - 2018
    Sports Scene
    • Created and co-founded Sports Scene, providing large, framed photographic montages to colleges to be presented to student-athletes, usually as a graduation gift or for winning competitions.
    • Worked with three colleges in Central Florida, designing and producing montages unique to each individual athlete across 14 sports.
    • Ran every aspect of the business including the legal process of creation, procurement of photographs, negotiation with suppliers and colleges for orders, design of the montages using Photoshop, and production and delivery of those montages.
    • Designed the business model such that it was profitable from day one.
    Focus areas: Company Strategy, Budgeting, Photoshop Design, B2B2C, Contract Negotiation, Management
  • Senior Analyst

    2015 - 2017
    AEP Capital
    • Sourced and vetted numerous investment opportunities, using both operational frameworks and valuation analyses.
    • Built three-statement financial models including a full DCF valuation of a portfolio company, using management projections.
    • Carried out the 2016 budgeting process for a portfolio company, redesigning their spreadsheets and improving the accuracy of their projections.
    • Analyzed demographic data for a portfolio company, using regression analysis to provide insight into optimal new school locations.
    • Coordinated with management and Stephens Investment Bank to create a confidential information memorandum (CIM) for an ongoing portfolio company sale process.
    Focus areas: Competitor Analysis & Profiling, Comparable Company Analysis, Private Equity, Three Statement Operating Model, Financial Planning & Analysis (FP&A), Revenue & Expense Projections, Portfolio Management, Annual Budgets, M&A (Buy-side), M&A Modeling, Valuation, Financial Modeling, Financial Analysis, Three-statement Modeling, Transaction Comparables, Banking & Finance, Financial Services, Due Diligence


  • MBA in Finance – Competitive and Organizational Strategy
    2013 - 2015
    Simon Business School, University of Rochester - Rochester, NY, USA
  • Bachelor's Degree in International Business
    2010 - 2013
    Rollins College - Winter Park, FL, USA


  • Series 79
    JUNE 2018 - NOVEMBER 2021
  • Series 63
    MAY 2018 - NOVEMBER 2021

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