Pulley positions itself as a cap table and equity management platform that removes friction from complex equity decisions. The H1 "Manage equity. Make decisions. Get back to work." emphasizes efficiency and getting founders back to their core business.

Here's what makes this H1 work:

1. Three-step progression - Creates a logical workflow: organize → analyze → execute

2. Action-oriented verbs - Each phrase starts with a strong action word

3. Implicit pain relief - "Get back to work" acknowledges that equity management is stealing focus

4. Founder empathy - Speaks to the frustration of getting bogged down in administrative tasks

The platform targets startup founders and finance leaders who are drowning in spreadsheets and legal complexities around equity management. They position themselves as founder-focused (versus serving VCs and law firms simultaneously) and emphasize transparent pricing and data ownership.

Their core value proposition centers on avoiding costly equity mistakes that could impact founder wealth while streamlining complex workflows around cap tables, 409A valuations, and fundraising scenarios.

💡 This H1 is particularly effective because it acknowledges the real opportunity cost of equity management - time spent away from building the actual business. By positioning equity management as a necessary but secondary activity, they make their platform feel like a productivity multiplier rather than just another tool, appealing directly to founders' desire to focus on what they do best.