Holly Grajera

Holly Grajera is a Business Development Associate at Permanent Equity, and often the first person an advisor or owner talks to. Her days are spent getting to know professional advisors and the companies they represent, looking for businesses that might be a fit.

Holly has a real appetite for the businesses most people never knew existed (the niche-but-essential kind) and a soft spot for the weird and the luxurious. (She keeps a running list of the oddly wonderful companies she's come across, from artwork-as-a-service to app-connected stuffed animals that track real wildlife.) When she digs into a company, she starts with one question: why does a customer pick it over everyone else?

She also zeroes in on the people to learn who a company's key employees really are and what its leaders actually spend their days doing. Understanding what those people genuinely enjoy, and what their roles could look like in a perfect world, tends to point to where the firm can reinvest or hire. And, she's just as curious about culture: what makes a junior employee love showing up.

A Racine, Wisconsin native, Holly joined Permanent Equity in 2023. Outside work she travels, cooks and bakes, keeps up with all things pop culture, and finishes the NYT mini crossword every day.