True North Advisors Appoints Jeff Welday as Chief Development Officer to Lead Growth of Alternative Platform

We are pleased to announce the appointment of Jeff Welday as Chief Development Officer of Alternative Investments at True North Advisors. In this role, Jeff will lead the growth of Western Alternative Strategies (WAS), our diversified alternative and private markets platform with $1.7B in assets under management as of June 30, 2025.

Originally developed to serve True North’s clients, WAS has since evolved into a platform that provides access to institutional-quality private market opportunities for RIAs, high-net-worth individuals, and other private market allocators. Under Jeff’s leadership, WAS will continue to expand its reach, offering differentiated solutions across private equity, venture capital, private credit, hedge funds, and other strategies.

We are confident that Jeff’s experience and leadership will further strengthen the resources available to our clients and private investors.

Read the full press release here.