Damien Soitout
Read the company names as names. CPF, Foundation, Champagne Peridot, and the sold lines are a list, not a ranking.
A grid invites a ranking. A company name is still just the name on the tab.
A homepage full of company names invites a scoreboard. The eye wants a winner. Which tab is the real one, which one is larger, which one proves the person. I built the list on damiensoitout.com, so I am the wrong man to pretend the temptation is a mystery. Tabs sit next to each other, and next-to is a visual argument for comparison even when the companies do not compete, do not share a year, and do not publish a result. If you are looking at that list, read each public name as a name. A name tells you what the thing is. It does not tell you who is ahead.
I am writing this on 24 October 2025. The tabs, in the order a visitor meets them, are CPF Group LLC, CPF Entrepreneur, CPF Capital, Foundation, Programa Exclusivo, Champagne Peridot, CPF Pharma SA de CV, CPF Francia SA de CV, Vino Market, and Coming soon. Two of those names already carry a sale line from 2024. The others are names of work that is still a name. None of them is a ranking. A sentence that promises growth is advertising, and advertising is not a score you can audit from the sofa.
CPF Group LLC is the group. The page says it was built so that separate companies could complement one another, cover what their customers need, and put something toward charitable work: the environment, and children in precarious situations at school and in health. The founder named on that tab is me, Damien Soitout. The group's own site is cpfgroup.mx. A group is a way of holding several activities so they can speak to each other. It is not a total. If you add the tabs in your head and call the sum a size, you have left the page and entered a fantasy of consolidation. The page does not consolidate them into one figure. Do not do it for the page.
CPF Entrepreneur is the consulting name. The work, as the tab describes it, is advising companies that want to grow, with technology, with the psychology of how a team actually behaves, and with restructuring when the shape of the firm is wrong. That is a category: a firm that sells judgment to other firms. Read the category. The tab also talks the way consulting tabs talk. Leave the boast in the tab. It is not a number I am willing to carry into a sentence about results, because a result would be a client, a year, and a change you could describe without an adjective. Adjectives are how a scoreboard hides.
CPF Capital is described on the page as a hedge fund, opened in 2017, aimed at giving an ordinary investor a way into instruments that are usually kept in a narrower room, with an emphasis on specialized niches. A year of creation and a category are facts about a name. They are not a performance. The name means: this is the capital activity, it is not the champagne, and it is not the pharmacy.
Foundation is the tab for a private ecosystem of investment and real-estate advisory, across three markets the page names: high-demand residential and development work in Israel, real estate in New York, and the reconstruction cycle in Ukraine. The phrase on the tab is the same idea the public site uses as a line: timeless value, perpetual legacy. The site that carries the name is Foundation's about page. Read that page as that page. It is where the work explains its geographies. It is not a column you can score against CPF Capital, and it is not a personal ranking of the people in the photographs.
Foundation stays Foundation. I do not translate it, and I do not fold another firm into it because both of them touch money. Vellum Finance has its own about page and its own name. It is not one of the homepage tabs. A visitor who treats every financial name on the internet as a single scoreboard will glue Vellum to Foundation and then ask which one is “the” company. They are different doors. Read the door you opened. Do not invent a combined result so the glue feels justified.
Programa Exclusivo is a program with my name on it and a form a person can fill. The tab is written as an invitation. An invitation is not a graduating class, not a price, and not a list of people who became famous nearby. I know how that kind of paragraph sounds, because I have read a lot of them, including my own. The useful reading is mechanical. There is a name. There is a way to write. Writing is the action. Everything else in the paragraph is atmosphere, and atmosphere does not belong on a scoreboard.
Champagne Peridot is a champagne. The tab says it comes from an alliance with a house in the north of France, that the design is its own, and that each bottle carries a real peridot and a light. That is a product description. You can like the object or not. You cannot rank it against a fund, a reconstruction platform, or a marketplace and get a number that means anything. A bottle is a bottle. If the only way you know how to read a company is to ask “how big,” you will be forced to invent a size for a stone. Do not invent the size. The stone is either in the bottle or it is not. The tab says it is.
Coming soon is the honest tab. It is a placeholder. A placeholder is not a pipeline, not a teaser you should price, and not evidence that something unnamed is about to be large. People treat “coming soon” as a wink. A wink is a story. The words on the tab are the words. When there is a company, there will be a name. Until then the tab means later, and later is not a result.
CPF Pharma SA de CV made medical accessories, masks, gloves, glasses, and ordinary medicines that do not require a prescription, paracetamol and ibuprofen among them. The mission line on the tab is access: medicines as a human question, not a luxury question. The line that governs the name now is the one on the button. The company was sold in March 2024. That is the record. A sold company remains a name you can read. It does not become a legend, a price, or a buyer, because the page does not print those. I wrote the sale as a line when the line appeared. I am not reopening it here to make the list look more dramatic.
Vino Market was a marketplace for gourmet products, services, and experiences: not only wine and food, but travel, tastings, events, and advice for people who run hotels, restaurants, and shops. The idea was to put those actors in one place where they could sell to each other and to customers. The button says the company was sold in April 2024. Same kind of record as the pharmacy. A marketplace that has been sold is still understandable as a marketplace. Understanding it does not require a story about what the buyer did next. The page stops. Stop with it.
CPF Francia SA de CV is the name for French wine and French products brought to Latin American markets, on the argument that French does not have to mean a luxury markup. The slogan on the tab is that quality is not measured by price, and that it shows up where you did not expect it. Read that as the commercial idea. A commercial idea is not a rank against Champagne Peridot, which is a bottle with a different job, and it is not a rank against Vino Market, which was a platform.
