Our story

Performica’s HR Innovation Journey began in 2022 when it spun out of Invitae Corp. after 8 years as an exclusive-use tool.

It was created by a software engineer who became CHRO, as a data-driven approach to HR decision making that was people-first, focusing on the social graph of the organization.

Our vision — make work awesome

We spend more time at work than we do at home, yet few of us would describe our work as “awesome.” However, work can be great, even in jobs viewed as “hard to like”. 

Management teams generally want to do better, but they need the right tools to implement people management best practices. And that’s what we’re here for.

We brought together a passionate team determined to make the work awesome for ourselves and our customers—and we are building the tools to achieve this goal.

Our Priorities

  1. The long-term needs of our customers come first. We live or die by how well we serve those whose businesses we’re helping.
  2. Our next priority is to support our team. People that feel supported will do a great job serving the needs of our customers.
  3. Our shareholders benefit in the long run. Being a company that delights its customers and employees maximizes value.

Our Values

  • Future-focused while delivering today
  • Optimistic and confident without ego
  • Kind, direct, and transparent
  • Always learning and never complacent
  • Don’t take ourselves too seriously

Leadership team

Alex Furman

Co-founder and CEO

Alex Furman co-founded Invitae in 2010 and helped it grow through their IPO, to 4,000+ employees.

As CHRO, he leveraged Al tools to progress from fighting everyday HR fires to focusing on company strategy, helping the right employees at exactly the right moment.

Using Performica, Alex and his team were able to identify quietly exceptional and diverse employees to promote, as well as significantly reduce company attrition.

Hashi Shashar

Co-founder and COO

Hashi co-founded Eat24 in 2012. It was acquired by Yelp in 2015. Hashi excels at creating operational and financial systems to optimize success, ensuring a smooth growth path.

Hashi implements and manages operations strategy, systems, tech stack, A/P, A/R, financials.

He believes that crafting efficient solutions makes the best use of everyone’s time.

Liz Lockhart Lance

Chief of Staff

Liz Lockhart leads strategic execution at Performica. Along with her MBA from the University of Portland, Liz is pursuing a Doctorate in Organizational Change and Leadership at the USC Rossier School of Education and holds several Project Management-related certifications, including PMP, PMI-ACP, CSP-SM, and an SPHR, rounding out her HR and people-focused knowledge. With 15+ years leading people and teams in education, consulting, and technology firms, Liz is a strategic leader of people and organizational change, propelling Performica towards continued success.

Academic advisory board

Members of our academic advisory board provide scientific rigor and ensure
the validity and reliability of Performica’s data and analytics.

Noshir Contractor

Dr. Contractor is a Professor at Northwestern University and has been at the forefront of three emerging inter-disciplines: network science, computational social science and web science.


Dr. Contractor’s research has been funded continuously for 25 years by the U.S. National Science Foundation, NIH, NASA, DARPA, and the Bill & Melinda Gates Foundation.


Dr. Contractor is also the award-winning author of the book: Theories of Communication Networks.

Heather Whiteman

Dr. Whiteman is a Professor at the University of Washington and has a background in Human Capital Management.


Dr. Whiteman is focused on human performance and capabilities, with an emphasis on identifying measurement techniques less susceptible to societal biases.


Dr. Whiteman’s master’s degree work in industrial organizational psychology centered on the use of data and statistics to identify and mitigate the harm caused by discrimination in the workplace.

Keith Hunter

Dr. Hunter is a USF School of Management Professor whose primary research interests revolve around organizational networks, culture, and leadership.


Dr. Hunter’s investigations of social networks, power dynamics, and patterns of interaction among people are of critical significance to tomorrow’s business leaders.


Dr. Hunter’s work provides critical insights into human behavior and organizational outcomes.

Industry advisors

Оur industry advisors help us understand what is most important
to our customers both now, and in the future.

Jennifer Dole

Director & Principal Analyst

3Sixty Insights

Jennifer Dole is an analyst, consultant, and speaker in the area of talent mobility and talent intelligence technology –focused on improving the experience of how we develop, engage and leverage our workforce at scale.
Jennifer has more than 20 years of experience in the talent management industry at various Fortune 500 companies and HR technology vendors, holding consultant or executive level roles.
Jennifer is best known for her work in building trust, connection, and community with thousands of global HR leaders on adopting digital talent strategies and initiatives. These leaders achieve success by reducing cost, impacting DEIB, improving process efficiencies.

Steve Goldberg

HR Process and Technology Leader

HCM analyst/advisor

Steve Goldberg is a Top 100 HRTech Influencer and is a widely published author on talent management innovation.
With over 30 years of experience in the HR field Steve has held HR executive roles on three continents, transforming HR technology and service delivery as VP HR/HRIS in the US and Europe. He led recruiting, compensation, workforce planning, people analytics, and payroll initiatives. In addition to his executive roles, Steve has served as Global Head of HCM Product Strategy and Marketing at PeopleSoft.
Steve co-founded Xperius, a hiring management solutions company acquired by Unicru, Kronos.

Erin McCune

Co-founder

Performica

Erin is a co-founder at Performica as she spearheaded Sales and Marketing in Performica’s earliest stage. Erin has worked in technology sales, partnerships, and leadership for more than 15 years, including a decade in startups. In addition to being a co-founder at Performica, Erin founded Easeenet in 2018, and worked for seven years prior at OpenSesame, an e-learning startup focused on creating the world’s most admired and productive workforce.