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Tercera Launches New Advisory Practice

Tercera has taken a significant step in the tech industry by introducing a new Advisory practice, which aims to support technology services firms during a transformative time marked by the rise of artificial intelligence (AI). This launch, announced on August 3, 2026, signifies a strategic addition to Tercera's existing investment arm, Tercera Capital, which focuses on investing in AI-native and growth-stage tech firms.

A Focused Approach to Transformation

The newly established Tercera Advisory seeks to help technology services leaders develop and implement new strategies and operating models tailored for the AI era. By concentrating on enhancing market differentiation, accelerating pipeline velocity, improving profitability, and increasing revenue per employee, the firm aims to provide tools that will lead to higher exit multiples for its clients.

What sets Tercera Advisory apart is its commitment to creating value through proven strategies and actionable support instead of just theoretical models. Built on over 30 years of experience in technology services, Tercera's team merges human judgment with the latest insights and methodologies gleaned from collaborating with AI-native companies. This unique blend provides clients with pragmatic guidance and assistance throughout the implementation of strategies.

Joséphine Théron, Partner at Keensight Capital, remarked on Tercera’s support during critical moments for their portfolio company, noting how Tercera helped identify the best opportunities amidst many potential paths.

Leadership and Expertise

To spearhead the Advisory practice, Tercera has appointed Asna Jadeja as Vice President. Jadeja brings extensive experience in services, go-to-market strategies, and consulting, having worked with respected organizations such as SBI, Deloitte, and Infor. This leadership change is indicative of Tercera’s commitment to building a robust advisory framework that prioritizes an AI-first approach.

Michelle Swan, Partner at Tercera, emphasized the urgency of the situation many services firms find themselves in today. Acknowledging that AI is redefining business strategies across various sectors, she stated that companies must find the right balance between growth and profitability.

Comprehensive Services Offered

Tercera Advisory's offerings encompass a wide array of services, from corporate strategy development and revenue acceleration to optimization of delivery methods and AI transformation guidance. For those interested in exploring these services in-depth, more information can be found on their dedicated website at terceraadvisory.ai.

Additionally, Tercera recently published a research report that highlights potential avenues for services firms to explore in the AI landscape. The report contains valuable insights into the evolving vendor ecosystem and a structured framework designed to evaluate new opportunities in the AI realm, which can also be downloaded from their site.

About Tercera

Tercera distinguishes itself as an investment and advisory firm that specializes in AI-native and growth-stage IT services. With a team seasoned in operations and investments within the tech sector, Tercera offers a unique combination of capital, guidance, and connections to aid organizations in overcoming growth challenges and accelerating their scaling processes.