True North Advisors (“True North”), a nationally recognized and founder-led registered investment advisor (“RIA”), serving business owners, entrepreneurs, and families with comprehensive wealth planning, investment management, and transaction advisory services, announced today the appointment of Jeff Welday as Chief Development Officer, Alternative Investments.

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Jeff Welday, Chief Development Officer, Alternative Strategies

In this newly created role, Mr. Welday will lead the ongoing development and expansion of Western Alternative Strategies (“WAS”), a diversified alternative and private markets platform. Originally built to serve the firm’s multi-family office clients, the platform now supports a broader network of RIAs, high-net-worth individuals, and other private market capital allocators.

“Jeff is a proven leader with deep expertise in alternative investments and a strong track record in sales and marketing within the private wealth ecosystem,” said Scott Wood, CEO and Co-Founder of True North. “His leadership will be instrumental in advancing the mission of Western Alternative Strategies, delivering institutional-quality alternative investments through a consultative, turnkey platform designed for RIAs and their clients, in addition to individual investors.”

Mr. Welday will focus on expanding the platform’s reach into new distribution channels, with an emphasis on the private wealth segment. He will also work closely with True North’s in-house investment team to drive marketing, sales strategy, and product development efforts for WAS.

“Western Alternative Strategies has a long history of identifying and accessing high-quality and differentiated direct investments, primary and secondary funds, and hedge fund opportunities,” said Dhruv Maniktala, Chief Investment Officer of True North. “We’re excited to see our platform gaining momentum outside our existing client base, and Jeff’s addition marks a significant step forward in accelerating that growth.”

True North and Western Alternatives Strategies have a history of investing in private markets and hedge funds dating back over 20 years. WAS currently oversees $1.7B in assets under management (as of 6/30/25), covering private equity, venture capital, private credit, hedge funds and other vehicles and asset classes. The WAS investment team boasts over 130+ years of public and private market investment experience.

“I’m thrilled to join True North and lead the growth of Western Alternative Strategies,” said Jeff Welday, Chief Development Officer of Alternative Investments. “This is a rare opportunity to be part of a growing platform that combines investment rigor, innovation, and client-centricity. I look forward to working with the team to build on this foundation, expanding access to institutional quality investment solutions for RIAs and individual investors.”

About True North Advisors

Founded in 2000, True North Advisors is an independent, founder-led wealth advisory firm headquartered in Dallas, Texas, with additional offices in Austin, Fort Worth, Kerrville, and Danville, California. With over $5.18B in AUM (as of 6/30/25), the firm serves affluent individuals, families, and business owners through a fully integrated approach to wealth and investment management. The firm also oversees Western Alternative Strategies (“WAS”), a growing institutional alternative investment platform. To learn more, visit www.truenorthadvisors.com.

About Western Alternative Strategies

Western Alternative Strategies (“WAS”) is a diversified alternative and private markets platform built on three core principles: shared alignment, cost-effectiveness, and differentiated access. Originally developed within a multi-family office to serve its own private wealth clients, the platform has since evolved to support other registered investment advisors (“RIA”) and their high-net-worth clients.

WAS offers a turnkey, single-source solution for accessing a broad array of alternative investments, including evergreen and closed-end structures. With a consultative approach to portfolio construction and a commitment to investment excellence, the platform enables advisors to build tailored portfolios aligned with specific client objectives. Offerings include access to direct investments, primary and secondary funds, and hedge funds, all with a focus on enhancing return potential while mitigating risk.

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"His leadership will be instrumental in delivering institutional-quality alternative investments through a consultative, turnkey platform designed for RIAs and individual investors,” said Scott Wood, CEO and Co-Founder of True North.