Our story of helping businesses thrive through financial expertise and innovative solutions
In 2021–2022, Dennis Liu witnessed many North American business owners and colleagues struggle under the weight of the COVID-era economic downturn. During this period, he successfully guided large private companies through uncertainty by implementing innovative solutions such as developing new revenue streams, sourcing resilient suppliers, driving interim and long-term cost reductions, and securing federal and provincial/state grants.
These strategies not only allowed businesses to endure the crisis but also positioned them financially stronger on the other side. However, Dennis remained mindful that many Canadian and U.S. businesses did not survive, and he often wondered how he could have made a broader impact.
By late 2024, when global tariff increases placed fresh constraints on the economy, Dennis recognized the urgent need for proactive financial leadership. Taking a leap of faith, he resolved to use his expertise to support a wider network of businesses. In May 2025, he founded Southbridge Financial Advisory with a simple goal: to help save and financially improve Canadian and U.S. companies through Executive Financial Consulting and Board Stewardship Engagements.
Since its founding, Southbridge has grown its offerings to include Fractional CFO services and Executive Financial Coaching, strengthening its commitment to helping organizations thrive in challenging environments.
At Southbridge Financial Advisory, we believe that every business has the potential to not just survive difficult times, but to emerge stronger and more resilient. Our approach combines deep financial expertise with innovative thinking to create sustainable solutions that drive long-term success.