Operator-led. Built for execution.
Northway was founded on a straightforward belief: the people advising a business should understand what it takes to deliver the work, not just recommend it.
Independent advisory, grounded in advertising technology and enterprise commercial experience.
Understand the business. Solve the right problem. Build it to run.
Northway is built by an operator who understands both what leadership wants to achieve and what it takes to make it happen.
- 01
Understand the business first
Before any technology conversation: how the organization makes money, how work actually moves, where it breaks, and what leadership is accountable for this year.
- 02
Solve the right problem
Half the time the fix is simpler than the brief. A broken handoff, a missing owner, information nobody can find. Northway would rather say that than sell you a platform.
- 03
Build it so it runs without Northway
A plan the organization cannot run is not a plan. Every recommendation comes with owners and a sequence, and everything Northway builds is documented and handed off.
Chris Finnerty
Founder and Principal. Northway applies that experience wherever strategy, technology and the commercial engine have to work together, in any industry.
Chris Finnerty founded Northway after years in enterprise commercial leadership, much of it in advertising technology: strategic partnerships, complex commercial negotiations, go-to-market execution, and the revenue organizations that carry them. The plans were his to write and his to deliver.
Alongside that work he builds and runs the systems he uses every day: knowledge bases, research and retrieval, dashboards, internal tools, and AI-assisted workflows for the commercial job. Not as experiments, but as the way the work gets done.
“I have sat through the deck. I have also been the person who had to make it true on Monday.”
Chris Finnerty, Founder and Principal
- 01
Commercial leadership
Years leading strategic partnerships, negotiating complex commercial agreements, taking offerings to market, and running the revenue workflows underneath all of it, much of it in advertising technology.
- 02
Hands-on with AI and systems
The knowledge bases, research and retrieval, dashboards, internal tools and AI-assisted workflows Northway advises on are the ones its founder builds and runs every day.
- 03
Why the combination matters
Most advisors bring one or the other. The commercial experience says which problems are worth solving and how an organization will actually respond. The building says what is realistic, what is noise, and what it takes to run the answer once the meeting ends.
Small, senior, and direct
Northway is founder-led by design. The person you meet in the first conversation is the person who writes the scope, does the work, and stands behind the result. Nothing is handed down after the sale, and every scope is sized to what Northway can deliver well.
- You work with the founder, not a team handed down after the sale.
- Scope is written before work starts and revisited when reality changes it.
- No software to sell, no platforms to resell, no implementation revenue to protect.
- If the right answer is a smaller project, a different partner, or waiting, that is the answer you get.
- Founder
- Chris Finnerty, Founder and Principal
- Legal entity
- Northway Strategic Advisory LLC
- Based in
- New Jersey, United States
- Structure
- Privately owned, founder-led
Northway Strategic Advisory LLC is an independent firm. It is not affiliated with, endorsed by, or acting on behalf of any current or former employer or client of its founder, and it does not use confidential information from those relationships.
Let's talk.
If you are weighing a decision about AI, your commercial engine, or the systems underneath it and want a straight read from someone who has sat where you sit, start a conversation. Thirty minutes, no deck. If Northway is not the right fit, you will hear who might be.