With nearly 30 years of experience in financial services and the investment management industry, Jeff Welday has both witnessed and contributed to meaningful innovation within the wealth and investment management space.
His experience in business development, product management, and private market investments at firms such as Morgan Stanley, Invesco, Chase Manhattan (now JPM Chase) as well as helping to launch a fintech startup focused on democratizing liquidity for alternative investments has helped him develop a deep understanding of the development, marketing and sales of private market and traditional asset management products and vehicles.
Joining True North in 2025 as Chief Development Officer, Alternative Investments, Jeff is responsible for leading the growth and expansion of the firm’s Western Alternative Strategies (WAS) platform. This executive role is responsible for further developing the existing platform and driving its introduction into new distribution channels, with a focus on the high-net-worth private wealth segment, among others. Jeff leads the WAS marketing and sales initiatives, build strategic partnerships, and contributes to the solution development process to support platform scalability and growth. In addition, he collaborates closely with True North’s in-house investment team to shape product strategy, enhance platform offerings, and ensure alignment with client needs.
Prior to joining True North Advisors and Western Alternative Strategies, Mr. Welday spent 6 years as Global Head of Originations and Distribution at Beneficient (Ben). In this role Mr. Welday was responsible for originations, investor relations, marketing and sales and also was instrumental in the company’s successful public listing on the Nasdaq exchange.
Prior to joining Ben, Welday spent nine years at Invesco where, for five years, he was head of retail business development, and, in his last four years, Executive Vice President- National Sales Director for the firm.
From 1999 to 2010, he held executive positions at Morgan Stanley Investment Management. He rose to the position of National Sales Director in 2003 and held that position until moving to Invesco. He spent four years at JP Morgan Chase in New York City rising to the position of Product Manager.
Welday earned a Bachelor’s Degree in Business from Baylor University and completed the Certified Investment Management Analyst (CIMA®) program at The Wharton School of the University of Pennsylvania. In addition to holding his CIMA® designation, Jeff also carries his Series 7, Series 24, Series 51, Series 63, Series 65, and Series 79 licenses.
He is a member of the Board Of Directors of the non-profit Impact Africa and previously served on the Board of Governors of the Money Management Institute.