Startup and Tech Consultancy Focused on Strategic Growth
Swiss Precision on Silicon Valley Timelines
Experts in Building for Longevity and Scale
We have seen (big) tech scale and we have seen it break. We have watched tech darlings become pariahs, and growth ambition turn into dysfunction. We have also been privy to small, effective teams pulling off the seemingly impossible under good leadership and with ruthless prioritization.
Smart Roots Partners was founded on love for technology, and is fueled by the leadership lessons of a combined 3+ decades in the tech and startup business.
Focus Areas
Meet our Senior Partners
Janett and Olaf created Smart Roots Partners inspired by their shared tech background and complementary skillsets. Janett contributes her expertise in startups, brand, investor and PR strategy; Olaf’s background is in technical architecture, large-scale project delivery and strategic partnerships.
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Janett is a former Silicon Valley people leader and ethicist turned startup consultant, now based out of Switzerland. She works directly with founders and entrepreneurs on navigating the high-stakes decisions of scaling — building strong teams, smart strategies, and lasting reputations. She was a leader at Facebook, Instagram, and Pinterest from startup through to IPO stages, and earned Pinterest The New York Times “Good Tech” award by aligning business decisions to long-term ethical concerns. She’s held roles across operations, ethics, public policy, brand, L&D and investor relations — giving her a multidisciplinary lens on growing successful brands and companies.
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Olaf is a seasoned technology executive with a PhD in engineering, and has built and managed high-performing product management, business development and marketing teams. He has held roles as Chief Digital Officer and CTO in the telecommunications, enterprise content management, and financial service sectors and his technical specialties include VoIP and internet technologies, IT architecture, and real-time hardware and software design.
Let’s Work Together
We don’t believe in slide decks, bloated teams and endless meetings. We come in, work with your leaders on strong foundations, and get out — leaving you with systems that work without us.