Sapling opens New York office & names Billy Snider

Sapling Financial Consultants has opened an office in New York and appointed Billy Snider as Head of New York Partnerships. The move expands the Toronto firm's US presence following its earlier entry into Atlanta.

New York is a key market for Sapling's work with mid-market private equity firms, portfolio companies, boutique investment banks and entrepreneurs. Its services include financial modelling, due diligence and data analytics.

More than 75% of Sapling's clients are based in the United States, and the New York office is intended to strengthen relationships in the markets where they operate.

Snider joins to lead partnership development in the city, bringing more than 20 years of experience in sales and business development across large companies and high-growth businesses.

US expansion

The New York office is Sapling's second location in the United States. The firm opened a satellite office in Atlanta in 2025, adding to its Toronto base.

Founded in 2015 by Rob Hong and Andreea Lupascu, Sapling advises mid-market clients, a segment that has remained active in private equity and mergers and acquisitions despite broader uncertainty in deal markets.

New York is one of the busiest centres for private equity and M&A activity, giving Sapling a larger base from which to pursue mandates tied to transactions, performance analysis and finance functions. For smaller advisory firms, a physical presence in the city can also improve client access in a relationship-driven market.

Hong said the move builds on the firm's experience in Georgia.

"Atlanta showed us what's possible when we put boots on the ground in a market where our clients operate, and New York is the logical next step," said Rob Hong, Co-Founder and Chief Executive Officer of Sapling Financial Consultants.

He added: "The demand for high-quality, tailored financial consulting in the mid-market continues to grow, and with Billy leading our business development efforts in New York, we're well-positioned to serve that demand."

Mid-market focus

Sapling operates in a part of the advisory market that serves private equity-backed companies and founders that often need support with deal analysis, financial planning and reporting. Firms in that segment can be more price-sensitive than large corporate clients while still requiring specialist support during acquisitions, exits and operational reviews.

The company has also received recognition in Canada for growth and professional services. It was named among Canada's Top Growing Companies by The Globe and Mail's Report on Business Magazine in 2024 and 2025.

The latest expansion gives Sapling offices in Toronto, Atlanta and New York. The broader footprint is intended to support private equity firms, founders and executive teams across North America.

Snider's appointment comes as advisory firms compete for relationships with dealmakers and mid-sized businesses in the United States, where hiring senior executives with established networks is often central to expansion plans.

With more than 75% of its clients based in the United States, the expansion reflects Sapling's commitment to building deeper, long-term relationships in the markets where they operate.