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About Peninsula Road

Built to Adivse Owners at a Crossroads

 
 

About Peninsula Road

Peninsula Road is a boutique advisory firm focused on helping owners navigate moments of transition: from business sales to capital raises to succession.

We work with a small number of clients each year, offering clear, experienced guidance through decisions that shape the future of their business and their lives.

 

a sparkler in the night

Why We Exist

Most business owners only experience a major transition once, but getting it right requires experience, structure, and strategic thinking.

We created Peninsula Road to give founders and families access to the kind of advice usually reserved for institutional sellers, delivered personally, without pressure or pretense.


Who We Work With

  • Founders and family business owners

  • Typically earning under $3MM in EBITDA

  • Based across Canada (and beyond), often preparing for transition within 1–3 years

  • Looking for strategic clarity, not just transactional support

A Family on a hike in the forest

an ornate key in the garden

Our Principles

  • Independent advice: We don’t sell products or push agendas

  • Owner-first: Your goals come before the deal

  • Hands-on execution: We don’t just strategize, we lead the work

  • Discretion: We work quietly and confidently behind the scenes


a photo of Peninsula Road Founder Jason Merrithew

Who We Are

Jason Merrithew - Founder & President

Jason founded Peninsula Road to help business owners navigate their most important decisions with clarity, structure, and perspective.

He spent years working inside a multi-generational family business, where he helped lead numerous acquisitions and, eventually, a successful sale of the company. That experience shaped his understanding of what it means to buy, build, and exit—not in theory but in practice.

After stepping out of the operator’s role, he launched Peninsula Road to support other founders and families through transitions of their own.

Through Peninsula Road, Jason works with a select number of clients each year, offering thoughtful, independent advice at the intersection of ownership, family, and finance.

He knows the conversations that happen after the deal and those that happen before anyone’s even sure if they want one.


Considering a sale, a raise, or what comes next? Let’s talk.