A story about helping businesses
come out ahead
“Every business deserves the chance to write a stronger next chapter.”
In 2021–2022, Dennis Liu watched many North American business owners and colleagues struggle under the weight of the COVID-era downturn. During that period, he guided large private companies through the uncertainty — developing new revenue streams, sourcing resilient suppliers, driving cost reductions, and securing federal and provincial/state grants.
Those strategies didn't just help businesses endure the crisis; they positioned them financially stronger on the other side. But Dennis remained mindful that many Canadian and U.S. businesses didn't survive — and he often wondered how he could have made a broader impact.
By late 2024, as global tariff increases placed fresh constraints on the economy, the need for proactive financial leadership became urgent. Taking a leap of faith, Dennis founded Southbridge Financial Advisory in May 2025 with a simple goal: to help save and financially strengthen Canadian and U.S. companies through executive financial consulting and board stewardship.
Since then, Southbridge has grown to include fractional CFO services and executive financial coaching — deepening its commitment to helping organizations thrive in challenging environments.
