Our Approach

Our mission is to empower investors and management teams across the full cycle: from the beginnings of initial industry research and business concept to multi-year growth plans that can maximize value at exit or prepare a business to generate long-term sustainable cash flow.

We take a thematic approach, and partner with operators and investors in industries where we have historical experience or where we are actively developing our own investment and operating thesis.

Our goal is to be a true value-add partner, leveraging our background in industry research, M&A advisory & sourcing, private equity investing & reporting, board-level support, and strategic planning & execution.

Whether it's capitalizing on the opportunities created amidst a shifting industry landscape, or developing a succession plan to prepare for an eventual exit and the company's longevity beyond, we understand the unique challenges and opportunities faced by operators and investors.

Along the way, we are actively building a network of fellow builders — industry relationships that span operating executives, capital providers, consultants, and advisors. We prefer to get in the canoe and row in tandem with our partners, offering execution support and strategic relationships as we help chart a way forward during a new era in a company's evolution.

Company Profile

WayEra is a financial consulting firm that specializes in helping small businesses with their business building strategies, capital needs, and value creation projects. The company takes a thematic approach and works with companies in specific industries where it has experience and knowledge. WayEra seeks to be a true value-add partner, focusing on projects like capital optimization, strategic M&A, technology implementation, and more. The company plans to showcase case studies, offer downloadable resources, and feature content on industries such as the Energy Transition, Trades and Professional Services, and Health & Wellness. WayEra's unique selling point lies in the founder's extensive experience in investment theses, deal sourcing strategies, transaction diligence, and post-investment value creation strategies, setting it apart from competitors.

Meet Greyson Wayer

Prior to starting WayEra, Greyson was a Principal at SkyKnight Capital, a San Francisco based investment firm with more than $3.5B in assets under management. While at SkyKnight, Greyson was focused on making long-term investments in healthcare, financial services, and tech-enabled services, and was deeply involved in building up SkyKnight's investments in WhiteWater Express and NearU Services.

Earlier in his career, Greyson worked at Harvey & Company where he led proprietary buy-side acquisition searches, industry and company research, and preliminary diligence for private equity investors, operating executives, and strategic acquirers as they pursued thematic M&A searches. Sector focuses included energy and infrastructure, industrial services, business services, and residential building products.

In his work, Greyson has directly helped source, underwrite, or provide operational support on more than 40 transactions with an aggregate value over $3 billion.

Greyson graduated from the University of Notre Dame with a B.A. in Finance and a minor in Energy Studies.

Originally from Southern California, Greyson enjoys being active throughout California's "seasons". Unless it's a Notre Dame football Saturday, his free time is typically spent reading, exploring San Francisco's food scene, or in the outdoors riding motorcycles, running, hiking, biking, skiing/snowboarding, and attempting to limit his use of "fore!" to only once (or twice...) every round of golf.