A People-First Holding Company
We invest in solid family & founder-owner businesses
Dear Business Owner,
We know that thinking about selling your business is not easy.
You’ve built something over years—sometimes decades—with care, grit, and vision. You're proud of your story, as you should be. But now, perhaps, it’s time to step back. And with that decision comes a weight: What will happen to the people you’ve hired and nurtured? To the legacy you’ve spent a lifetime building?
After speaking with many business owners across Europe, we’ve heard the same deep concerns again and again: most buyers focus on numbers, not on people. They don’t understand the emotional side of succession—what it means to entrust your life's work to someone else.
That’s why we started The Perpetuity Project.
We come from families who built and ran businesses. We’ve operated businesses ourselves. We know the pride, the responsibility, and yes, the worries that come with ownership. Above all, we know that the soul of a business lives in its people—those who show up every day, serve clients, solve problems, and carry the mission forward.
We are not private equity. We’re not looking to flip your company or squeeze out short-term profits. Our goal is to be a permanent home for great businesses—where teams are respected, clients are served with care, and legacies are honoured over decades, not quarters.
We hope that ten years from now, you'll be able to look back with pride at the decision of choosing The Perpetuity Project as the permanent home for your business.
Our promise to you is: every decision we make will be guided by a single question—what’s best for the long-term health of this business?
Thank you for considering us as stewards of your legacy.
Walter, Jojo & Andre
Founders, The Perpetuity Project
Meet the Team
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ANDRE FERNANDES
CO-FOUNDER
Andre Fernandes brings a rare blend of strategic thinking and hands-on leadership. With a career spanning consulting, finance, and executive roles, he has led commercial, marketing and innovation for multi-billion dollar businesses across Europe. But beyond the titles, Andre grew up in a family of entrepreneurs and deeply understands the responsibility that comes with owning and stewarding a business. He’s passionate about building for the long term, empowering teams, and preserving the spirit of the companies we acquire. Andre holds a BA in Business Administration from FEA-USP, Brazil and an MBA from the Wharton School of Business, USA.
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JOJO DE NORONHA
CO-FOUNDER
Jojo de Noronha combines strategic insight with a deep understanding of people and performance. From leading M&A and private equity deals to overseeing a $1.5B business across Northern Europe, she has built a track record of driving growth, engagement, and innovation. Her leadership spans commercial, HR, and operational roles—always with a focus on building strong teams and sustainable businesses. With a global perspective and a grounded approach, Jojo brings both heart and discipline to everything she does. She holds a BA in Economics with a concentration in Finance from the University of Virginia, USA.
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WALTER PAGANUCCI
CO-FOUNDER
Walter Paganucci brings a rare depth of financial, strategic, and operational leadership—grounded in real-world experience. From leading global strategy for a $27B business to driving double-digit growth across regions, Walter has a proven track record of transformation at scale. Raised in a family of entrepreneurs, he understands the realities of running a business—the highs, the failures, and everything in between. His focus is always on building resilient, well-run businesses with strong fundamentals and long-term vision. Walter holds a BA in Civil Engineering from UFES and in Finance from FAESA, Brazil.
We are driven by core values
We think in decades,
but execute today
We recognize performance,
yet value experience
We merit
good
leadership, not brilliant jerks
We value
highly
entrepreneurial ethos
We build
reputation by
leading
with integrity
Our story
After 50+ years of combined experience running, and investing in businesses, the three of us came to the same conclusion: the business world doesn’t think long-term enough.
We’ve spent our careers in leadership roles across industries and continents—running P&Ls, leading teams, solving problems, and helping businesses grow. But we also share a different kind of experience: we’ve been operators. We’ve made payroll. We’ve sat across from customers, suppliers, and employees. And we’ve learned that the most valuable capital isn’t financial—it’s human.
That belief is at the heart of The Perpetuity Project.
Our name, The Perpetuity Project (TPP), reflects our commitment to long-term thinking—and to the fact that this isn’t just a business venture. It’s a life project we’ve chosen to build together.
We created TPP to be a different kind of holding company: one that focuses on what really matters—people, customers, and the long-term health of the business. We don’t buy to flip. We buy to hold. We step in as stewards, not just shareholders. And we make decisions with a simple principle in mind: what’s right for the next decade, not just the next quarter.
All three of us left successful, high-paying executive careers to build this. We’ve invested a large portion of our personal wealth—and all of our energy—into making it work. Not because it’s easy, but because it matters.
We love operating. We love building. And most of all, we love doing it together. With complementary skills, shared values, and a deep respect for each other, this is more than just a professional partnership. It’s our perpetuity project.
