Vsimple announced today the appointment of two new strategic advisors, both of whom bring track records of entrepreneurship and growth in the region. Joining as Strategic Advisors are Alex Reed, formerly of Lexington, Kentucky-based Big Ass Fans and Louisville-based Truman's, as well as Ric Sinclair of Louisville-based healthcare company Waystar.  

The team behind Vsimple, a computer software startup based in the Kentuckiana area, opened its doors in 2020 after 20+ years of research and experience in the supply chain and technology industry. At the core, Vsimple was built to connect people to businesses in a more meaningful and efficient way.  The platform is bringing innovative solutions to antiquated industry processes, all in one seamless dashboard.  After spending the last few months building product features, the team and the customer base, the business is expanding its knowledge base with the appointment of the new advisors.  

“Over the course of less than a year, we have doubled the size of our team to handle the continued growth and properly prepare for the future,” said Bockweg. “We built this to be THE platform for the makers & movers of the world & we are establishing the team, systems & tech to ensure readiness for continued rapid growth. We are grateful to have such brilliant talent helping us grow Vsimple.”  

Reed, a proven marketer with a track record of high-velocity growth in both B2B and B2C, spent the first decade of his career helping to grow and ultimately sell Big Ass Fans. Following that transaction in 2017, he co-founded a disruptive CPG brand, Truman’s, and led it to exit earlier this year. With experience in brand development, demand generation, fundraising and M&A, he’ll provide valuable insights to the company as it reaches various stages of maturity.  

“I’m excited to be a part of the Vsimple journey,” said Reed. “I was immediately drawn to the rare blend of high caliber talent, innovative product and clear market opportunity and look forward to helping grow the business.”  

Alex Reed on LinkedIn

A seasoned software executive, Sinclair has created billions in value across start-ups, venture capital and private equity markets throughout his career. He was an integral member of the leadership team that formed Waystar. During his time at Waystar, he has led over $1.5B worth of acquisitions and launched new solutions in the committed pursuit of simplifying healthcare payments. Sinclair leads Waystar’s business development, alliances, sales and commercialization teams while helping guide the company’s overall strategy and corporate development initiatives. He will be using his years of experience to guide Vsimple in business strategy and company growth.

"I consider it an honor to help advise Buddy and his exceptionally talented team as they scale Vsimple." said Sinclair. "Their value-centric organization is set to truly disrupt the supply chain industry through the application of well-designed software that streamlines antiquated processes. What a joy to assist them in pursuit of their audacious mission in even a very small way!"

Ric Sinclair on LinkedIn

About Vsimple:

Founded in 2020, Vsimple simplifies digital communication for manufacturers and distributors who sell B2B. A first-of-its-kind software designed to streamline workflow from quote to cash by putting document management, communications and data analytics into one easy-to-use, economical platform.
Vsimple’s B2B SaaS workflow management technology platform gives manufacturers, suppliers, and their customers access to critical information.

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