Guy Remond was two weeks away from shutting down his company. He had a mortgage and two young kids, and he had no idea how he would survive.
But one unexpected deal saved him—leading to a multi-million-pound empire. How did he turn it all around?
I first met Guy through Strategic Coach, a program designed for entrepreneurs looking to grow and refine their businesses.
We connected over our shared interest in helping business owners create sustainable success. His approach to building teams, scaling businesses, and embracing technology resonated deeply with me, and it’s been inspiring to see how he has continuously evolved his ventures over the years.
As someone who helps entrepreneurs build long-term financial security through the Infinite Banking Concept®, I see a strong connection between smart financial planning and the determination needed to succeed in business.
Success isn’t just about having a great idea; it’s about having the right mindset, making calculated decisions, and setting up a financial system that allows you to weather challenges while continuing to grow.
When I look at Guy’s early struggles, I can’t help but think how Infinite Banking could have provided the financial flexibility to navigate uncertainty and seize opportunities at the right time.
From Retail to Tech Entrepreneurship: The Unexpected Path
I ask Guy how his journey started, and it’s not the usual tech startup story. He didn’t go to a fancy university or spend years in Silicon Valley. Instead, he left school at 17, eager to start working.
He spent over a decade at Sainsbury’s, one of the UK’s biggest supermarket chains, managing large teams and learning how to build relationships with people from all walks of life.
“That experience was priceless,” he says. “Managing 350 employees in a single store taught me how to understand people, how to lead, and how to bring a team together.” Those people skills later became the foundation of his success in business.
His transition into technology came unexpectedly. While working at PC World, a computer store, he developed a deep interest in tech.
That curiosity led him to co-found NetCars, an early online car sales platform. But the timing was terrible—it was 2001, right after the dot-com crash. Many tech businesses were shutting down, and investors were pulling out of the industry.
It was a tough time, but he and his team pushed forward, determined to make it work.
“I had no idea what I was doing at first,” he admits. “But I believed in my team, and I knew we could figure it out.” That belief carried him forward when challenges arose.
This was the moment when Guy learned the importance of resilience.
Entrepreneurs often face moments of uncertainty, but it’s how they navigate those moments that determines their success. Financial tools like Infinite Banking can be a valuable resource in these situations.
By providing liquidity and control over cash flow, entrepreneurs like Guy can have the financial breathing room needed to stay agile during uncertain times.
A Near Business Collapse and the Big Break
In 2004, Guy faced one of the toughest moments of his career. His company, Cake Solutions, was running out of money. They had two weeks of cash left before they’d have to shut down.
“I had just moved into a new house, had two young kids, and a mortgage to pay,” he recalls. “If the company had gone under, I would have gone bankrupt.”
This is closely related to what Mike Malatesta shared in one of my podcast sessions with him about how he faced challenges in safeguarding his business after losing his business partner.
Richard Canfield and Mike Malatesta
Just when things looked grim, his business partner landed a crucial deal with National Student Union Services, a company that bulk-bought alcohol for student unions across the UK. They needed a system to manage their complex discount structures, and Cake Solutions built the software.
The result? The company saved £1 million a year, and Cake Solutions got the lifeline it desperately needed.
“That deal saved us,” Guy says. “One contract was all it took to turn things around.”
This story highlights why having a financial safety net is critical.
In business, unexpected challenges arise, and having access to liquid capital at the right moment can determine success or failure.
My buddy Dennis Yu also faced a similar unexpected change. COVID-19 hit, and all his speaking engagements were canceled. Forced to adapt, Dennis shifted to virtual meetings and embraced Zoom. He shared more about this in our podcast session “Why Most Entrepreneurs Fail and How You Can Succeed.”
Richard Canfield and Dennis Yu
In situations like this, financial strategies such as cash-value life insurance can help provide a reserve for emergencies. Entrepreneurs who understand how to leverage these tools can avoid situations where their business hangs by a thread.
Scaling Up and a Game-Changing Innovation
By 2010, Cake Solutions had been running for nearly a decade, but it was still a small business. That changed when Guy’s CTO spotted a new technology that could prevent websites from crashing during sudden traffic spikes.
“Remember trying to buy concert tickets online, and the website would crash? That’s the problem we solved,” Guy explains.
This innovation was a game-changer.
Suddenly, Cake Solutions was working with major brands like Ticketmaster, McLaren, Weight Watchers, and BAMTech (which later became Disney Streaming Services). Their ability to handle large amounts of online traffic without system failures made them a go-to company for high-profile clients.
Cake Solutions expanded to serve more businesses
Scaling a business successfully requires the right structure and resources. Just as Guy leveraged innovation to expand, business owners benefit from having a strong financial foundation that allows them to pursue growth without unnecessary risk.
Entrepreneurs need to understand how financial strategies, like Infinite Banking, help fund innovation and scalability by offering flexibility and security. These tools allow entrepreneurs to access the capital needed for new ventures while minimizing financial strain.
The Disney Acquisition and Reinventing Himself
In 2017, Cake Solutions was acquired by a multinational corporation, which later became Disney Streaming Services.
“When we sold the company, I took some time off,” Guy says. “But you never really switch off. I traveled and spent time with my family, but I was always thinking about new ideas.”
That “time off” quickly led to investing in and starting new businesses. He co-founded EHE Capital, a private equity firm that uses AI to help startups, and Eterna, a company making legal services faster, cheaper, and more accessible.
Guy was featured on Investor Connect as the founder of EHE Capital
Selling a business is a major milestone, but it comes with financial decisions that affect long-term security.
Entrepreneurs who build wealth through strategies like Infinite Banking can continue growing their financial assets, ensuring they have capital ready for their next big opportunity.
Whether it’s funding a new venture or securing personal wealth, knowing how to effectively manage and grow finances is key to long-term success.
Key Takeaways: Lessons from Guy Remond’s Journey
- Resilience Wins: When things get tough, the people who keep going find the biggest opportunities.
- People Matter Most: A strong team is the foundation of every successful business.
- Be Open to Change: Technology and markets evolve—those who adapt stay ahead.
- Smart Risks Pay Off: Every business faces tough decisions, but calculated risks can lead to breakthroughs.
- Plan for the Future: Just like in finance, businesses need strategies that help them survive tough times and thrive long-term.
To apply Guy’s journey to your own business, take a moment to reflect on your financial foundation.
Are you prepared for unexpected challenges? Consider setting up a financial plan that allows you to navigate uncertainty and scale effectively.
