About Reuben Bernardo

I am Reuben Friedman, a NYC operator building through a family-backed, self-funded ETA platform. I run Parceros Capital, where we do two things in parallel: we search for acquisitions with a stewardship mindset, and we incubate businesses to earn the right to be in the room as a credible strategic partner, not just a financial buyer. I know what it is like to build this with family money and family expectations. That changes how you move. It forces discipline, clean underwriting, and a long-term view. It also changes how you talk to sellers. Many owners are not just selling cash flow, they are protecting a legacy. I spend a lot of time in those conversations, where trust, clarity, and follow-through matter more than a clever pitch. As an example, to differentiate ourselves in search, we incubated our MSO platform Practice Frame as part of that larger strategy. I built it as an operator entry point into behavioral health so we could develop real domain depth while running the search. Operating keeps me honest. It puts me in the weekly reality of pipeline, process, people, and execution, and it sharpens how I evaluate opportunities because I have lived what actually breaks when a business scales or transitions. Knowing your story of self is another way to differentiate. My background is not Fortune 500 or Big 4. I am a builder shaped by privately funded ventures, time-constrained execution, and learning by doing. Sellers value knowing that you aren't some big hotshot VP but someone who understands, gets their business model, and will take care of their employees, teammates, and clients. If you work with me, you get that orientation and that operating rigor. Clear goals, weekly cadence, direct feedback, and practical systems for outreach, seller conversations, and decision-making, built for the reality of early-stage ETA.