New Markets Advisors
- Company typePrivate
- Founded2009
- HeadquartersBoston, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What New Markets Advisors does
New Markets Advisors is a boutique management consulting firm founded in 2009 by Steve Wunker and headquartered in Boston, Massachusetts. The firm specializes in innovation strategy, growth strategy, product development, go-to-market planning, and AI-era organizational transformation. Its core methodology is the Jobs to Be Done (JTBD) framework, which Wunker co-developed with Harvard's Clayton Christensen; additional proprietary frameworks include Costovation, FutureCasting, and the Octopus Organization model for AI transformation.
The firm sells senior-led consulting engagements delivered by a small team of roughly twelve professionals across offices in Boston, San Juan, Lisbon, and a Toronto presence. Engagements are quote-based, multi-year, and explicitly positioned as longer-term and less costly than traditional consulting alternatives; customers include 30+ Fortune 500 companies across healthcare, technology, consumer goods, automotive, and financial services, with named engagements for Panasonic, Nike, Nestle, Meta, Twitter/X, Mayo Clinic, Boston Scientific, Boehringer Ingelheim, NEJM Group, and Mahindra. Thought leadership is a core distribution channel: the firm has published five books (Capturing New Markets, Jobs to Be Done, Costovation, The Innovative Leader, AI and the Octopus Organization), 100+ articles in Harvard Business Review, Forbes, and Financial Times, and a catalog of working papers.
Revenue mechanics are professional services-only — there is no software product, API, or app. Approximately 86% of clients are repeat customers, and engagements span 30+ countries. Demand generation relies on Steve Wunker's keynote circuit, content marketing (blog, bi-weekly email newsletter, YouTube, LinkedIn), and direct enterprise outreach. The firm has no disclosed institutional funding, no parent company, and operates as a privately held, founder-led practice.
New Markets Advisors firmographics
Firmographics- Name
- New Markets Advisors
- Legal name
- New Markets Advisors
- Website
- https://newmarketsadvisors.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
New Markets Advisors industry classification
Industry- Product category
- Management Consulting
- NAICS
- Management Consulting Services (54161), Administrative Management and General Management Consulting Services (541611), Other Management Consulting Services (541618)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Strategy & Corporate Development Consulting (BPAHACAA)
- akta.pro secondary industries
- Corporate Strategy Advisory (BPAHADAA), Organization Design & Change Management Consulting (BPAHACAD)
Keywords
Where New Markets Advisors is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
New Markets Advisors business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Strategy Consulting Services: Professional consulting engagements for growth strategy, innovation, product development, and AI transformation. Senior-led boutique approach with customized engagements tailored to client needs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom consulting engagements |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
New Markets Advisors product offering
Product offeringCore offering
New Markets Advisors is a boutique strategy consulting firm that designs growth strategies, defines new products, crafts go-to-market plans, and builds innovation capabilities for Fortune 500 enterprises. Engagements are grounded in proprietary Jobs to Be Done customer research and additional frameworks (Costovation, FutureCasting, Octopus Organization) and delivered by senior-led teams through customized multi-year engagements.
Product overview
New Markets Advisors is a boutique consulting firm that offers a portfolio of strategy and innovation services rather than a unified software product. The core offerings center on six consulting service lines: Growth Strategies, Define New Products, Go-to-Market Plans, Create Ongoing Capabilities, Jobs to Be Done Research, and AI Strategy Consulting. These services are grounded in proprietary frameworks including Jobs to Be Done (JTBD), Costovation, and white space mapping. The firm also produces thought leadership products including books (Capturing New Markets, Costovation, Jobs to Be Done, The Innovative Leader, AI and the Octopus Organization), working papers, and speaking engagements by Managing Director Steve Wunker. The services are delivered through senior-led teams via tailored, longer-term consulting engagements rather than standardized product deployments.
Differentiator
Problem solved
Functional benefit
Products and services
- Growth Strategies Consulting service that helps companies design and implement customer-driven growth strategies to compete differently in fast-changing markets, using Jobs to Be Done research and white space mapping frameworks.
- Define New Products Product development consulting that uses Jobs to Be Done research to help companies create winning products reflecting deep customer understanding.
- Go-to-Market Plans Commercialization strategy service that helps companies reach products' full potential through effective go-to-market execution.
- Create Ongoing Capabilities Innovation capability building service that helps organizations develop sustainable innovation processes, governance structures, and portfolio strategies to become innovative leaders.
- Jobs to Be Done Research Customer-centric research methodology that leverages customers' underlying motivations as the compass of strategy, helping organizations uncover deeper needs and design targeted, differentiated solutions.
- AI Strategy Consulting AI transformation consulting that helps organizations rethink how they compete in the AI Age, transform operations, and adopt AI technologies strategically.
- Capturing New Markets (Book) Book by Stephen Wunker revealing how organizations can systematically identify unmet needs, shape demand, and dominate new industries before competitors arrive, providing frameworks from white space mapping to opportunity portfolios.
- Costovation (Book) Book by Stephen Wunker presenting a practical system for lowering costs while delighting customers, distilling three traits (breakthrough perspective, relentless focus, blurring boundaries) and a 20-strategy playbook.
- Speaking Engagements Keynote speaking services by Steve Wunker covering topics including AI and the Octopus Organization, innovative leadership, Jobs to Be Done, and Costovation, available for events on five continents.
Companies that use New Markets Advisors
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles1 record
New Markets Advisors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
New Markets Advisors partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
New Markets Advisors competitors and assessment
Company assessmentDirect peers
- Innosight: Innosight is the strategy and innovation consulting firm co-founded by Clayton Christensen (with whom New Markets Advisors' Steve Wunker pioneered JTBD). It shares the same intellectual heritage, serves similar enterprise clients on growth and innovation, and is the most direct peer on both methodology and client base.
- Strategos: Strategos is a boutique innovation and growth strategy firm founded by Gary Hamel, offering services in business model innovation, growth strategy, and new market entry — closely overlapping with New Markets Advisors' Growth Strategies and Go-to-Market service lines for enterprise clients.
- Fahrenheit 212: Fahrenheit 212 is a boutique innovation consultancy specializing in growth strategy, product innovation, and new business model design for Fortune 500 clients. It competes directly with New Markets Advisors on the enterprise innovation and product development engagement profile.
- Keystone Strategy: Keystone Strategy is a boutique economics- and strategy-focused consultancy that provides growth strategy and product innovation advisory to enterprise clients. Its boutique, senior-led engagement model and Fortune 500 client base are closely comparable to New Markets Advisors.
Broad incumbents
- Doblin (Deloitte): Doblin is Deloitte's innovation and strategy practice, offering enterprise growth strategy, design, and innovation capability building. It overlaps heavily with New Markets Advisors' offerings but operates inside a much broader consulting portfolio with significantly larger delivery capacity.
- IDEO: IDEO is a global design and innovation consultancy with deep enterprise relationships across consumer, healthcare, and tech. It competes on growth strategy and product innovation but with a stronger design/human-centered research emphasis and broader service portfolio than New Markets Advisors.
- McKinsey & Company (Strategy & Corporate Finance Practice): McKinsey is the dominant global management consulting incumbent serving Fortune 500 clients on growth strategy, corporate finance, and transformation. It competes with New Markets Advisors for the same enterprise buyers at the high end of the market, though at substantially higher price points and with broader service breadth.
- Bain & Company: Bain & Company is a top-tier global strategy consultancy with a strong innovation practice and historical ties to Steve Wunker (who consulted there). It serves many of the same Fortune 500 enterprise buyers as New Markets Advisors and competes on growth strategy and innovation engagements at premium price points.
- BCG (Boston Consulting Group): BCG is a global management consulting leader with dedicated innovation, growth, and AI strategy practices serving large enterprise clients. It competes with New Markets Advisors for Fortune 500 strategy mandates, with significantly greater scale and global delivery capacity.
Regional players
- The Bridgespan Group: Bridgespan is a Boston-based strategy consulting firm focused on the nonprofit and social sector, sharing a similar boutique, partner-led delivery ethos and geographic base with New Markets Advisors. It is comparable in scale and operating model though serving a different buyer segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
New Markets Advisors social profiles
Digital presenceNew Markets Advisors financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Markets Advisors leadership team
Management profileNumber of profiles
Profiles12 records
New Markets Advisors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Markets Advisors M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Markets Advisors
What does New Markets Advisors do?
New Markets Advisors is a boutique strategy consulting firm that designs growth strategies, defines new products, crafts go-to-market plans, and builds innovation capabilities for Fortune 500 enterprises. Engagements are grounded in proprietary Jobs to Be Done customer research and additional frameworks (Costovation, FutureCasting, Octopus Organization) and delivered by senior-led teams through customized multi-year engagements.
Is New Markets Advisors a public or private company?
New Markets Advisors is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was New Markets Advisors founded?
New Markets Advisors was founded in 2009. It employs 11 to 50 people.
Where is New Markets Advisors based?
New Markets Advisors is headquartered in Boston, United States, in the North America region.
How does New Markets Advisors make money?
One revenue line is on record: strategy Consulting Services.
Who are New Markets Advisors's main competitors?
Direct peers on record are Innosight, Strategos, Fahrenheit 212 and Keystone Strategy. Broad incumbents are Doblin (Deloitte), IDEO, McKinsey & Company (Strategy & Corporate Finance Practice), Bain & Company and BCG (Boston Consulting Group). The Bridgespan Group is listed as a regional player.
Does New Markets Advisors have an API?
No public API is recorded for New Markets Advisors.
What industry is New Markets Advisors in?
New Markets Advisors's product category is Management Consulting. Its primary akta.pro industry code is BPAHACAA, Strategy & Corporate Development Consulting, with a secondary code of BPAHADAA, Corporate Strategy Advisory. Its NAICS code is 54161 and its SIC code is 8742.