Jeremy Reid

Founder & CEO PINCHme.com

Last Reviewed: September 19, 2026

Executive Summary

Jeremy Reid is the founder and chief executive of PINCHme.com, a New York-based consumer sampling platform that sits between packaged-goods manufacturers and the shoppers they want to reach. Brands ship free product samples to members the platform has profiled and targeted; members supply structured feedback and reviews in return, and the manufacturer gets both trial and first-party data on who responded. The company says it has built a community of more than eight million members since launching in 2012 and has run campaigns for Kraft, Procter & Gamble, Unilever, Kellogg’s, Reckitt Benckiser and Nestlé. Reid came to consumer marketing from an unusual direction: he spent the 2000s in Australian funds management, where he founded and ran the hedge fund manager Everest Babcock & Brown through both its rise and its collapse.

Career Highlights

• Founded PINCHme.com in 2012 and has led it as chief executive since, building a sampling and feedback platform serving Fortune 500 consumer-packaged-goods manufacturers.
• Founded and led Everest Babcock & Brown, which at its peak managed a reported $2.5 billion across subordinated debt, private equity and funds of hedge funds.
• Named to Business Review Weekly’s Young Rich List every year from 2006 to 2013.
• Member of the Ducere Foundation’s Global Leadership Forum.

Professional Journey

Reid’s first career was in Australian funds management. He founded Everest Capital, which through a joint venture with the listed Australian infrastructure and finance group Babcock & Brown traded as Everest Babcock & Brown, and built it into one of the country’s larger alternative-asset managers. The strategy was leveraged and credit-heavy — subordinated debt, private equity stakes and funds of hedge funds — and it worked spectacularly while credit was cheap. Australian press of the period estimated Reid’s personal net worth at around $200 million in 2007 and he appeared on Business Review Weekly’s Young Rich List for eight consecutive years from 2006.

The global financial crisis reversed it. Everest’s listed vehicle fell from roughly $300 million to about $10 million, and the business was wound down with that residual returned to shareholders. Reid left the executive suite in March 2011, remaining an executive director of the subsidiary Everest Capital Limited. In 2013 the Australian Securities and Investments Commission accepted a two-year enforceable undertaking from him, following an investigation into his conduct as a director and chief executive of Everest Capital Ltd between December 2007 and June 2008. ASIC’s concerns centred on disclosure to fellow directors around redemption requests from parties related to Reid, and on a performance guarantee given to a fund member in exchange for withdrawing a redemption request. An enforceable undertaking is a negotiated regulatory outcome rather than a finding that the law was contravened, and it did not extend to Reid’s own personal investment companies.

PINCHme was the second act, and a deliberate change of industry. Founded in 2012, it applies a data-driven model to a very old marketing practice: instead of scattering samples indiscriminately, the platform profiles its membership, targets samples at consumers statistically likely to convert, and captures reviews and feedback as a measurable output. That measurability is the commercial proposition — manufacturers can attribute downstream purchases and ratings to a specific sampling cohort rather than treating sampling as unattributable brand spend. The model has drawn repeat business from the largest packaged-goods manufacturers, and the company reports campaign results in terms of conversion rate and review volume rather than samples distributed.

Education

No education record for Jeremy Reid was found in any public source consulted, including his own Ducere Foundation member biography, which lists his career but not his schooling.