Get our latest insights and favorite reads on the transferable tax credit market in your inbox.
EH: In building companies — particularly financial service companies — in the absence of clear regulation, what are the biggest challenges that crop up? What advice do you have for us about navigating those landscapes?
KK: It's a great question. Fortunately, there’s a really straightforward answer: invest in building trust. Be credible. Be reliable. Be transparent and candid. And surface your self interest so that it can be addressed alongside others’.
When you do this — as an individual or company — you build some antibodies to the skepticism that often arises about the intent or the potential impact of novel products and ideas. Where regulations are unclear, inapplicable, or developing in a space, regulators and advocacy groups worry about unintended harm at best and the consequences of bad actors at worst. Being a known and trusted brand is critical in those moments. It allows honest discussion, commercial progress, and stakeholder alignment.
The flip side of that same coin is one other nugget of advice I’ve received over time: avoid the warm comfort of defensiveness and tribalism when confronted with naysayers, doomers, question-askers, and skeptics. You know the advocacy groups that are worried about unintended impacts and the regulators that are eager to protect consumers? Listen to them — they are giving you a well-researched pre-mortem that you can use to build better products that won’t introduce unintended reputational and business risk.
Companies can be strategic and active in pursuing relationships with outside stakeholders. This doesn’t mean that it’s something to prioritize the day after you incorporate your startup: when you have two people and one computer, that's probably not the time to engage regulators, policymakers, and the press. But it is a reality that one of the privileges of success is attention from outsiders. So, before your website goes down or a vocal, angry customer takes to social media or a thorny policy question arises, make sure you have introduced yourself to the outside world and let people know your intentions, your openness to collaboration (if you are open), your “rising-tide-lifts-all-boats vibe” (if that is your vibe), and your capacity and willingness to engage non-consensus thinking (if you do have that willingness).
One mistake I see companies make is thinking that they can get to IPO by just keeping their heads down. If you’re lucky enough to be successful, the outside attention — positive or negative — will come. And at that point, the question will be who gets to tell your story — you, because you’ve laid the groundwork, or skeptics, because there’s an absence of information and trust. Get out in front of that — create those relationships in a productive way in advance.
EH: Putting on your lawyer hat for a moment, lawyers are an increasingly key partner for Crux. Broadly, why do you think their role is so critical in energy project finance? How can Crux best engage them to build and streamline transactions together?
KK: Lawyers are the absolute best. Don’t let jokes about us fool you — we’re a delight. Some people view lawyers as nay-sayers and impractical anchors on the funship of growth and business success. I imagine there are some lawyers that fit that description, but a good lawyer is the opposite. They’ll amplify the business’ moat and success.
A lawyer's fundamental job is three things: drive growth, protect against events and outcomes that could derail the business, and make sure the company is run at a level of maturity that matches its age and stage. Energy project finance is a highly regulated, highly complex space with sophisticated participants. Growth, durability, and operational maturity really can’t be achieved without them at the table. I’m impressed by how adeptly Crux identified the value lawyers bring to its space and how effectively the tools and platforms it has developed have unleashed lawyers to do their highest and best work.
To go one step deeper here, consider the One Big Beautiful Bill (OBBB). Lawyers are the folks that can tell developers how to get to commence-construction certification and the best ways to benefit from the highly complex rules and regulations, and they can give insight and cutting-edge intelligence (with the aid of Crux’s intelligence tools) on market-standard deal terms to drive more rapid deal-close. They help you make sense of diligence — to know what matters and what doesn’t. And the lawyers that work with Crux are not only the leading experts in this space, they are also the ones driving the whole space forward — using tools and technology to increase the quality of each of their clients’ outcomes and manage their clients’ costs. The lawyers Crux sees on its platform truly act as partners to the end client. It’s an exciting dynamic to observe.
One last note on this. I’ve been impressed by the exponential increase in outreach to and collaboration of law firms with Crux — it’s not theoretical. The webinars, content, feedback on transaction documents — all of it shows how seriously the company takes its partnership with firms and how ready the lawyers at each firm are for tools that increase the quality, speed, and breadth of their practice. The new Legal Select program is another great step, connecting top-tier firms with the right projects and clients in a way that makes the whole ecosystem stronger. I can’t wait to see how this program continues to grow and evolve.
EH: Crux focuses on making transactions more efficient, intelligent, and standardized, which fits naturally with AI. But as a heavily regulated financial industry, we face legal and policy complexity. How can those realities come together, and where could Crux best apply AI within them?
KK: I think there are phenomenal opportunities for AI where complexity and repeatability are high. And, of course, extreme complexity and highly commoditized work are present in financial and energy markets. The nuts and bolts of transactions — diligence checklists, document collection analysis, surfacing of red flags — AI has the potential to introduce a step-function change to the speed and quality of each of those undertakings. That’s especially so with a human-in-the-loop model, where AI generates, based on a user’s particular circumstances, the kinds of diligence they need to collect tailored to their institutional knowledge or experience. Each participant will be able to focus quickly, precisely, and with context on the areas of diligence or data of specific importance to them, curated quickly for them with an analytical second set of “eyes.” Here, then, I think AI will supplement and enable rather than replace.
And that’s exactly what Crux’s platform continues to build — technology, increasingly supported by AI, that makes this market more liquid, efficient, and intelligent.
EH: Perfect segue into the next question — this industry has operated in one way for a long time, and we come in with this tech platform that’s very disruptive, but, at the same time, we complement it with white-glove service and more advisory capabilities. How have you seen companies do both successfully, particularly in very complex environments?
KK: Another great question — how to make technology and high-touch service complement one another. The companies that seem to do the best are those that segment customer needs most effectively and precisely. Many tasks are happily, even preferably, done on-demand, on the timeline and schedule of the customer, amenable to tinkering and adjusting inputs and models. This kind of work is the right kind of work to uplevel through technology and tooling.
There’s another kind of work — the kind where industry expertise is crucial, trust matters, potential blind spots or complexities in data exist, or individual circumstances and needs are unique. For that kind of work, having a partner that is deeply immersed in the craft is critical. The singularity is reached when that partner and that tool work together — the former with tailored insights leveraging the latter for the most robust, efficient, successful outcome. I’ve seen that relationship play out time after time, and it’s the one Crux is showing itself to be a leader in creating.
EH: What unique perspective are you hoping to bring to the Board and to Crux?
KK: I'm a lawyer, a policy person, and a product builder in highly regulated spaces. And I am deeply relational — interpersonal dynamics matter a lot to me. Those are my specialties, and I hope to offer expertise in those areas. But the qualities I hope to bring to the Board, more than any tactical skill, are energy, enthusiasm, and human authenticity to the people behind the mission. I hope to emphasize the lived human experience and contribute to making it a rich, connective, and fulfilling one at Crux.
On the more personal front, and being a bit vulnerable here, I have some tactical goals, as well. I hope to avoid feeling the need to speak when others do. I’d like to seek to understand before seeking to be understood. And I hope to bring vulnerability and authenticity to group and one-on-one discussions. In my experience, the journey of leadership is wonderful, growthful, painful, unsettling, and rewarding. I really want to normalize the ups and downs. That's the thing I feel most juiced about. Leadership isn’t an Instagram highlight reel — the pain associated with it and personal transformation is wonderful and growthful and really hard. I hope to be available and helpful in the moments Cruxtaceans find themselves on any part of that journey.
EH: What are the biggest opportunities for Crux in the next few years?
KK: There are so many, I can't even name them. I believe that Crux will be a generational company. The world never changes as much as you think it will in the next one to two years, but it always changes way more than you think it will in the next 10. If you look at the unbelievable progress Crux has already made in a couple years, imagine the next several! The goal has always been to be the one-stop shop for clean energy and manufacturing finance. With the debt marketplace as the second product launch and tax and preferred equity also going live this year, Crux is iterating fast and well on its way. That’s incredible momentum for a company this early, and they have only just begun. The world of potential feels very unbounded.
I'm so thrilled to rely on Alfred and Allen and their clarity of vision. They have purpose, vision, and know-how and lead a company that elevates humanity. A company with this level of opportunity is rare, and I am elated to join them to run after it.
EH: This has been fantastic. Thank you for the time, Kate.
KK: Absolutely! Talk soon.