Liron Petrushka

Senior Advisor

Liron joined UpWest as a founding partner in 2012, and is a Senior Advisor to the fund as of 2016. He is a serial entrepreneur with vast experience in senior management, M&A, fundraising, corporate control and strategic partnership. Liron has been in the private sector as an angel investor for over 15 years. He brings an experience perspective advising and guiding entrepreneurs from an ‘idea’ all the way to significant growth. Liron invested in and played an active role in companies such as PageOnce, LendingClub,, Silver Helm, Unified Dispatch, and Local Music.

“I’ve been a founder, CEO and investor, so I have experienced every aspect of creating a company. I understand how to help entrepreneurs overcome the challenges they will face along the way.”

Prior to joining UpWest, Liron was the founder and CEO of, an e-Commerce strategic sourcing company with customers that included Hewlett Packard, General Motors, and Shell Oil, to name a few. was acquired by Commerce One (NASDAQ:CMRC) in 1999 to form Commerce One’s Auction Services, where Liron later served as Vice President and General Manager, helping the Auction Services division grow to over 200 people with operations in 14 countries.

“There is something exciting about partnering with companies at an early stage with early ideas, but it’s also interesting to invest in later stage companies. Sometimes, bigger companies can also get lost and fall between the cracks. Good mentoring and strong partnerships never stop being relevant.”

Before starting, Liron owned and managed several successful technology ventures, including being the founder and CEO of U.S. Group, a Human Resources Management System enterprise software solution that was acquired by Ultimate Software, Inc.

“First and foremost, I invest in founders and entrepreneurs. Their success is our success.Then I look at the product or go-to-market strategy. Seeing people with great ideas motivates me from the start.”