Meet Elliott Limb, CEO and Founder at FinTech Advisory and Venture Builder: Cubed

Tell us about Cubed

Cubed is a strategic fintech advisory and venture-building firm that operates at the intersection of advisory, professional services, and investment incubation. As part of our mission to help build the companies of the future we identify and drive the actions that need to be taken to help startups scale. We do more than spot issues and advise – we put our money where our mouth is and invest in the businesses that we believe in and put in the work to make them grow.

How did you come up with the idea for the company?

Did you know that 75% of VC funded businesses fail? Many people would say this is the “cost of doing businesses”, but this is not a number that we can get behind. From our experience scaling unicorns we learnt that this failure is predictable and therefore preventable. We set up Cubed to put these learnings into action.

What is your advice for aspiring entrepreneurs?

Having the wrong customer is a classic mistake that many start-ups make. Start-ups massively overpromise on selling things they can’t deliver, tend to price their products incorrectly, and focus on competitor pricing rather than the value it brings the end customer. They also often fail to prioritise going after their ICP and take whatever customer comes.

Before you launch your business, ensure you’re clear on who your customers are and adjust your pricing and offerings accordingly. Otherwise you will fall short and fail to scale.

Another classic mistake that entrepreneurs make is chasing the highest valuation during the fundraising process rather than looking for “intelligent money”. Intelligent money stems from the idea that an investor’s contribution can and should go far beyond a cheque. Businesses should choose an investor that will help them to think, grow and operate their business. If there is no value add, they are not the right investors for you or your business.

What most excites you about Cubed?

What excites me most about Cubed is our mission to help build the companies of the future using our ideas, our people and our money. The cyclical nature of our business means we will advise as operating partners, invest through our own fund and build a venture studio to help incubate other companies and innovative ideas.

How has the company evolved over the last couple of years?

Since launching Cubed in 2023, we’ve dedicated countless hours to refining our model to help businesses scale sustainably on a global scale. The journey hasn’t been easy, but our hands-on experience guiding unicorns and centaurs through both triumphs and challenges has shaped and strengthened our approach.

We have worked in some exceptional scale-up companies and been at the centre of some of the most interesting growth stories in the industry. We started as an operating partner and have now launched our Growth as a Service (GaaS) offering where, if we think that you are a great company and have a great product, we then take accountability for delivering the growth. We have an exceptional team of sales & marketing experts, a proven predictable growth model and sophisticated forecasting, RevOps and deal qualification process in place. So we’re now set up to really deliver and help our partners and clients grow.

What can we hope to see from Cubed in the future?

We have been testing our model with businesses in different industries, and although fintechs are our bread and butter, we are excited to venture out into new frontiers, including the health tech and edutech sectors.

We are also increasing our global presence and have recently opened an office in London right near the MI5 building, which we are really excited about and it means we now have offices in London and Dubai. There will be more to come from us over the next few months that we are looking forward to sharing, so watch this space!