Elytra Holdings is an investment firm committed to acquiring and scaling businesses the right way — by bringing capital, strategic know-how, and operational excellence to every company we own.

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Meet The Team

Katrina Mercado

Co-Founder, Managing Director

Katrina is an experienced operator and digital product leader with 15+ years guiding global teams to execute large-scale digital transformations. She has driven strategy, design, and delivery across Salesforce, ERP, and BI platforms for enterprise clients, blending innovation with execution discipline. Katrina brings expertise in building teams, optimizing operations, and scaling customer-focused solutions, positioning her as a strong partner in acquiring and operating a business for long-term success. Katrina has an MBA from Northwestern's Kellogg School of Management.

Gina Baeg

Co-Founder, Managing Director

Gina is a seasoned operator and finance executive with a track record of building scalable systems and leading transformations across growth-oriented companies. As CFO of multiple organizations, she oversaw operations, M&A integration, and team development, giving her a hands-on perspective on how to run and grow a business day-to-day. Gina combines strategic finance expertise with an operator’s mindset, making her well suited to take the helm of a small business and drive sustainable growth. Gina holds an MBA from Northwestern Kellogg School of Management.

Investment Criteria

We offer an alternative succession plan for business owners to ensure the future growth of their legacy. We invest in the operations and personnel of the businesses with a focus on long-term growth.Our ideal investments have a track record of stable profitability, excellent customer satisfaction, and a culture of respect.

Company Profile

Targeting privately owned businesses with stable cash flows and recurring/repeat revenue
Focus range: $500K–$1M in Cash Flow/SDE
Owners prepared for full ownership transition and liquidity
Collaborative handoff: sellers seeking a trusted partner to continue their legacy

Geographic Location

Our primary target are businesses in the Chicagoland area
We also consider US, remote-first operations regardless of location

Industry Focus

B2B professional services, with emphasis on SaaS and IT consulting
Open to multiple industries, provided the market is sizable and growing
Preference for sectors with low cyclicality, recession resistance, and strong barriers to entry