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One year since acquiring Shoobx®, Brooke Forbes, head of stock plan services at Fidelity Investments, reflects on building community within the startup ecosystem

Release Date: 20 Mar 2024
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How can a year have already passed since the Shoobx team joined Fidelity? And what a year it’s been for the equity management space. During this time, we’ve heard from countless founders and company executives who say finding a trusted provider to help manage their equity and financing operations has only grown in importance as they build their businesses.

That’s why we’re proud to share the new name for this offering: Fidelity Private SharesSM. This change reflects our commitment to the startups we serve and is a result of our drive to develop innovative solutions to meet the equity management needs of America’s founders, from their first stages of securing funding all the way to an exit or IPO.

So, what else have we accomplished in the last year?

A Year in Review:

In 2024, we’re energized by the opportunity to continue serving founders and their teams as they navigate a challenging fundraising ecosystem and complexity in the equity management space. Our name change is simply the start of this next chapter—the best is yet to come. 

-- Brooke Forbes, head of stock plan services

What founders and their supporters have shared:

“The power of an ecosystem with a well-known corporate champion is extremely important for startups. The Fidelity Private Shares team is embedded in the startup community, and completely understood what we needed beyond simply the software to automate our equity management.” -- Corey Gottleib, founder, Replika Software

"The team at Fidelity continues to be great supporters of the entrepreneurial ecosystem. They are strong champions for founders across stages of company building, providing much needed resources, guidance, and community." – Lily Lyman, General Partner, Underscore VC

"The positive impact of a surround-sound approach to helping founders build their companies is well-established, and that is exactly what Fidelity Private Shares delivers. Whether it’s convening events to encourage knowledge exchange, or providing strategic counsel on equity management, the Fidelity team has become an integral part of the startup ecosystem.” – Ari Fine Glantz, executive director at the New England Venture Capital Association.

“The Fidelity Private Shares team is a true partner to founders. Their best-in-class product offerings and steadfast support of financial needsempowers founders and investors alike to focus on what really matters: building impactful companies.” – Rudina Seseri, Founder and Managing Partner, Glasswing Ventures.

From the Fidelity Private Shares team:

About Fidelity Private Shares

Fidelity Private Shares is part of Fidelity’s Stock Plan Services business, which is a leading provider of equity compensation plan recordkeeping and administration services to nearly 800 companies with 2.8 million plan participants, totaling over $300 billion in plan value. Fidelity Private Shares is focused on providing equity management and ownership operations tools to help founders and company executives, tapping the full spectrum of Fidelity’s financial wellness and benefits expertise. For more information about Fidelity Private Shares, visit

About Fidelity Investments

Fidelity’s mission is to strengthen the financial well-being of our customers and deliver better outcomes for the clients and businesses we serve.Fidelity’s strength comes from the scale of our diversified, market-leading financial services businesses that serve individuals, families, employers, wealth management firms, and institutions. With assets under administration of $12.6 trillion, including discretionary assets of $4.9 trillion as of December 31, 2023, we focus on meeting the unique needs of a broad and growing customer base. Privately held for 77 years, Fidelity employs more than 74,000 associates across the United States, Ireland, and India. For more information about Fidelity Investments, visit


Fidelity Private Shares LLC provides cap table management and other administrative services to private companies and their equity compensation plans.

Fidelity does not provide legal or tax advice. The information herein is general in nature and should not be considered legal or tax advice. Contact an attorney or tax professional regarding your specific situation.

Third parties mentioned and Fidelity Private Shares LCC are not affiliated.


©2024 FMR LLC. All rights reserved.

Fidelity Private Shares LLC.

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