The new practice focuses on go-to-market strategies, delivery optimization, and AI integration for firms struggling to navigate current industry crossroads. Rather than relying on theoretical frameworks, the team leverages over 30 years of operating experience to provide pragmatic guidance. This effort is intended to help portfolio companies synthesize competing priorities and align executive teams on clear, growth-oriented paths.

To lead this expansion, Tercera has appointed Asna Jadeja as VP of Advisory. Jadeja, who previously held roles at Deloitte, SBI, and Infor, is tasked with building out the practice's AI-first consulting offerings. The firm’s partner, Michelle Swan, noted that the move addresses a specific need for experienced leadership as businesses attempt to balance profitability with the rapid pace of technological change. Beyond direct consulting, the firm has also published research providing a framework for services firms to evaluate their specific role within the evolving AI vendor landscape.