Exclusive interview with Jennifer Serfati, Founder of consultancy Hart Group

 INTERVIEW with Jennifer Serfati, CEO of Hart Group

Hart Group

In this exclusive interview, we have the pleasure of talking to Jennifer Serfatifounder of the consultancy firm Hart GroupShe talks about her career path, the challenges she has faced and the mission of her company, which helps finance and treasury departments manage their cash flow with innovative, tailor-made solutions.

Could you introduce yourself and describe your career path leading up to the creation of Hart Group? 

‘After studying finance, I decided to specialise in corporate treasury by enrolling in the Master 2 Treasury course at Paris 1 Panthéon-Sorbonne. My interest in this field was sparked by a work placement in Gérard Darel's Finance Department. This experience enabled me to explore different departments - marketing, management control, accounting, human resources and treasury - and it was the latter that most captivated me..

I went on to do a work-linked training course at Generali and then, when I finished my Master's, I joined Azzana, a consultancy that was just starting up at the time, where I was the first employee. Over the next eight years, I progressed from the position of junior consultant to that of Director for France, working on assignments for both companies and banks.

After the firm was sold to a group, I decided to embark on a new entrepreneurial adventure by founding Hart Group. My ambition was to support finance departments by offering them the best talent through four complementary areas of expertise: interim management, consulting, recruitment and training.

Can you describe the Hart Group's mission? 

" ‘Hart Group is a consultancy specialising in supporting finance departments, particularly treasury departments. We offer a comprehensive range of services tailored to the strategic and operational needs of our customers, whether SMEs, midcaps or listed companies. We have around thirty employees.

Our approach is distinguished by a unique positioning: all our consultants are experts from the world of treasury, with senior experience. Rather than training generalist consultants in financial issues, we do the opposite: we start with business expertise and add consulting methodology. This enables us to deliver pragmatic, actionable solutions that are in tune with our customers' challenges on the ground.

We work in four main areas:

Our motto, ‘The partner for your cash flow balance’, illustrates our commitment to supporting our customers with a 360° vision, providing expertise, flexibility and solutions tailored to their challenges.’»

What were the greatest challenges you faced in creating and developing Hart Group?

‘The main challenge was timing: Hart Group was born three weeks before the first containment of 2020. In a context of total uncertainty, we were nevertheless able to count on loyal customers who launched their projects with us remotely.

When we started out, our assignments were mainly focused on optimising and securing cash flow, but very quickly cash flow forecasting became a central issue. At the end of 2020, 35% of the assignments we signed concerned cash flow forecasting, and 25% related to calls for tender for TMS tools.

This period marked a new awareness: finance departments and Comexes began to make more strategic demands on treasury, requiring precise cash management and the implementation of scenarios. Even some major groups were still producing their forecasts in Excel, before the market began to structure a real demand for solutions and support.

In the face of these developments, we have been able to adjust our offerings to meet emerging needs, demonstrating our ability to adapt and our close links with market issues.’»

What sets Hart Group apart in the market?

‘We stand out in several respects:

• Experts first and foremost Our consultants have held strategic and operational positions in companies, providing pragmatic, actionable solutions.
• A complete range We support our customers at every stage of their financial and organisational challenges with an integrated range of services.
• A pragmatic, results-oriented approach Far from standardised methodologies, we adapt to the realities on the ground and the specific constraints of each organisation to deliver practical, effective solutions.
• Strong roots in the ecosystem Hart Group is very active in industry associations and bodies. Being at the heart of the industry's thinking enables us to anticipate new challenges and constantly adjust our support to market best practice.

It is thanks to this approach that the Hart Group is now a key player in corporate treasury, recognised for its cutting-edge expertise, its agility and its ability to position the best talent according to the specific needs of each company.’»

What is your outlook?  

‘In 2025, the Hart Group will continue to develop along three major strategic lines:

Our ambition remains the same: to provide tailored, innovative solutions to meet market needs with accuracy and agility.’ 

What advice would you give to an entrepreneur looking to launch a project in such a competitive sector?

‘Entrepreneurship is an incredible adventure, but you have to be prepared to take on a lot of challenges! Resilience is essential, because there are bound to be complicated moments, doubts and adjustments to make along the way. You have to be in touch with the reality of the market, listen, adapt and, above all, keep a healthy dose of humility.

Someone once told me that entrepreneurship is a marathon, not a sprint, and it's so true! You have to be patient, perseverant and work very hard! You really have to be prepared to put a lot of energy into your project.

And I'm convinced that you need a little bit of madness to get started. Because when you start your own business, you believe in something that doesn't yet exist, and you want to make it happen and write a great story. But that's also what makes it so exciting!’»

A quick word for Cashlab: 

‘Today, Cashlab is, in my opinion, the solution that meets the needs of treasury departments, finance departments and executive committees in the finest possible way. It is no longer possible to manage cash in silos: Cashlab provides a global vision, from the highest strategic level right down to the operational level.

At a time when cash management has become a key issue, it is now unthinkable for a company not to keep a close eye on its cash position. At Hart Group, we are convinced that Cashlab's approach provides essential visibility, enabling cash management to be anticipated and secured.

Cash culture has never been as strategic as it will be in 2024, and this trend will become even more pronounced in 2025.’»