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.
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
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
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 buying, building, and exiting, 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 their own transitions.
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 after the deal and those that happen before anyone’s even sure if they want one.