Who We Are

We’re business development specialists focused on the private equity industry who understand that objectivity is critical. Moreover, we aim to create a seamless experience for our clients that supports informed, agile decision-making.

We thoroughly analyze, consider, and communicate every part of your offer, from idea to collateral to the ask itself. We take the long view and think of your future holistic goals and your long-term capital raising and investor relations needs.

Networks matter, but a coherent plan means more. To navigate the market, you need to observe the other players and make rational decisions. In other words, attention to detail is critical.

It’s why we cover every phase of your raise. You’ve got a lot on the line.

The Team

Gena Cheng

Named to PERE’s list of 30 Capital Raisers Who Can Make a Difference, Gena has over 20 years of experience in the real asset industry, including investments, portfolio management, fundraising, and investor relations. Before launching Prospect Avenue Partners, Gena served in various management, strategy, product development, and capital raising roles at USAA Real Estate Company, Forum Partners, and JT Partners. Gena had primary oversight and direct responsibility for over $8 billion of investor equity for closed capital commitments for strategies ranging from core through opportunistic via open-end and closed-end vehicles. Before she transitioned to the sales side, Gena served as a senior portfolio manager at APG Asset Management, the approximately €538 billion Dutch pension fund. There, she helped invest and manage the capital of one of the world's largest institutional real estate investment platforms, focusing on North American investments. Gena began her real estate consulting and investment banking career at Arthur Andersen and Morgan Stanley, respectively.

Gena earned a JD/MBA from New York University and an AB in Architecture from Princeton University, where she received the Grace May Tilton Prize in American Studies. She is a New York State Bar member and serves on the Program Committee and Scholarship Committee for WX – New York Women Executives in Real Estate. Gena holds her FINRA registered representative license through SP Securities LLC.

Larissa Benotti

Larissa spent more than a decade working with institutional investors in the private funds' space. Her experience spans alternative asset classes, real estate, credit, and private equity. Before joining Prospect, Larissa covered investor relations and supported business development efforts at USAA Real Estate. As a JP Morgan manager, she oversaw an investor relations team covering institutional investors across multiple alternative asset classes. Before JP Morgan, Larissa worked at Cerberus Capital Management, L.P., where she managed investor relations for their institutional private equity and distressed strategy funds, covering over 500 of the firm’s most prominent investors. Larissa began her career at Zephyr Management, L.P. / MCAP advisors working for a real estate private equity fund. Larissa has a BS in Marketing from Fordham University.

Pam Poole

Pam is a data analytics specialist. Her experience includes roles in software and systems instruction as well as data analysis. Pam provides data analytics support for the team and maintains the Firm’s systems and databases. Pam attended Valdosta State University.

Mary Kao

Mary is an administrative professional. Her experience includes administrative and executive assistant positions. Mary provides administrative support to the team.

Securities offered through SP Securities LLC.; Member FINRA, SIPC

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