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Juggle case study: Beryl

Beryl was founded in 2012 with the vision of becoming world leaders in urban cycling technology.
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Beryl was founded in 2012 with the vision of becoming the world leader in urban cycling technology. Their first product, the Laserlight, was created to tackle safety and visibility and they are now removing another barrier to cycling in cities by providing their own bikes.

At the beginning of April this year Phil Ellis, CEO began the daunting task of recruiting for a CFO. The problem was that he didn’t want a recruiter calling him everyday, he very much wanted a self-serve process.

He has also found hiring senior leaders remotely more challenging in terms of really evaluating whether it was the right fit on both sides,

“Hiring people with the same level of confidence remotely can feel like a short in the dark because soft skills are harder to screen for”.

Phil wanted a transparent process where both parties could be clear on their expectations. 


Phil was referred to Juggle by ICE and immediately liked the fact that increasing female leadership and flexibility were both core parts of our value proposition. 

Flexibility for Beryl is primarily about time and secondarily about location – it’s about being treated like adults and defining the days and times of the week you are most productive.

The fact that Juggle can be entirely self-serve was also important to Phil and after an initial conversation with our Talent Manager he was able to progress at his own pace. 

“Within 24 hours of signing up I was sent 20 experienced finance professionals with a strong breadth of experience”. Phil went on to interview 7 candidates and hire Shelley within a few weeks.

Salary expectations of our candidates are transparent which Phil found particularly valuable after 2020 where he experienced an increasingly broad range of salary requirements due to the unpredictability and volatility of the market. 


  • 20 experienced finance leaders sent to Phil within 24 hours
  • 7 candidates interviewed
  • Hired an exceptional female Finance Leader who is the perfect fit for Beryl

What is their advice to companies looking to create high-performing, diverse teams?

“Culture fit doesn’t exist. Your culture should be accommodating to everyone from all backgrounds and inclusive or you don’t have the right culture”.

Mya Ramanan

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