Northhall

What Northhall does

Northhall (legal entity Loving Life Ventures LLC, DBA Northhall) is a San Diego-headquartered, privately held professional services firm founded in 2022 by Ryan Williams that provides integrated accounting, strategic finance, and investment banking services to consumer packaged goods (CPG) brands. Its three service modules cover the full financial lifecycle of a breakout CPG brand: end-to-end accounting (bookkeeping, month-end closes, financial statements, payroll, compliance), strategic finance (FP&A, cash flow modeling, budgeting, board materials, capital raise guidance), and investment banking for established brands with $20M+ revenue (investor introductions, pitch deck review, diligence support, and deal negotiation).

The firm's core proprietary asset is FABID (Food & Beverage Investor Database), a relational database independently built by founder Ryan Williams over more than a decade. FABID contains detailed profiles on over 2,000 institutional CPG investors — including family offices, private equity, and venture capital firms — together with data on check sizes, revenue thresholds, lead-round capacity, and CPG transactions. This database powers both the firm's investment banking deal sourcing and its externally published FABID Reports, a quarterly and annual research series on CPG M&A activity, venture funding, and market trends, distributed directly via the Northhall website and through a content partnership with BevNET, with coverage cited in Bloomberg and Forbes.

Northhall generates revenue through three professional services streams: ongoing accounting engagements, strategic finance consulting, and outcome-driven investment banking mandates. Securities activities are conducted through GT Securities, Inc. (FINRA member, SIPC participant), which provides the regulatory framework for the firm's investment banking practice. Go-to-market is sales-led and relationship-driven, relying on the founder's network, thought leadership content, and direct outreach to CPG brand operators. The firm serves named startup clients including Jesse & Ben's, Leisure Hydration, Little Saints, Waay, KilgourMD, and Toups across beverage, food, beauty, and personal care verticals, and has stated category coverage spanning beverage, food, beauty, supplements, household, pet, and personal care.

Name

Northhall

Legal name

Loving Life Ventures LLC

Website

https://northhall.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Northhall provides integrated accounting, strategic finance, and investment banking services to consumer packaged goods brands, from startup bookkeeping through $20M+ capital raises, leveraging its proprietary FABID database of 2,000+ CPG investors.

Ownership category

akta.pro rank

Product category

CPG Financial Advisory Services

NAICS

Investment Banking and Securities Intermediation (52315), Portfolio Management and Investment Advice (523940), Offices of Certified Public Accountants (541211)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro industry

PRIMARYBPAHADAB

Corporate Finance & Capital Advisory

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Strategy & Corporate Finance Advisory

Keywords

• CPG financial services
• Accounting and bookkeeping
• Investment banking services
• FP&A consulting
• Capital raise advisory

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Accounting Services: End-to-end accounting services including bookkeeping, month-end closes, financial statements, transaction processing, reconciliations, payroll, and compliance. Revenue generated through ongoing professional service engagements.
2. Strategic Finance Services: Financial planning, FP&A, budgeting, variance analysis, financing guidance, and strategic advisory services. Provided as ongoing consulting engagements to CPG brands.
3. Investment Banking Services: Capital raise support for established CPG brands ($20M+ revenue), including investor introductions, pitch deck review, diligence support, and negotiation assistance. Outcome-focused approach with deep industry relationships.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Northhall delivers end-to-end professional financial services to consumer packaged goods (CPG) brands, spanning daily bookkeeping and accounting, strategic finance and FP&A, and outcome-focused investment banking for capital raises. The firm's proprietary FABID (Food & Beverage Investor Database) underpins its investment banking work and powers its published industry research, enabling faster deal closure and improved terms for client CPG companies.

Product overview

Northhall offers a unified suite of financial services for consumer packaged goods (CPG) brands, comprising FABID (a proprietary database of 2,000+ CPG investors and transactions), FABID Reports (quarterly/annual industry reports), Accounting Services (full-cycle bookkeeping and compliance), Strategic Finance Services (FP&A, forecasting, capital raise guidance), and Investment Banking Services (for brands with $20M+ revenue). The FABID database powers their proprietary research and enables better deal terms for investment banking clients.

Differentiator

Problem solved

Functional benefit

Brands

• FABID: The Food & Beverage Investor Database - a meticulously curated relational database combining public and non-public information on key transactions and participants in the consumer products sector. Includes detailed profiles on over 2,000 institutional CPG investors.

Products and services

• FABID (Food & Beverage Investor Database) Meticulously curated relational database combining public and non-public information on key transactions and participants in the consumer products sector, with detailed profiles on over 2,000 institutional CPG investors including check sizes, revenue thresholds, and lead-round capacity. Used as Northhall's proprietary intelligence platform for capital raise matchmaking and research.
• FABID Reports Quarterly and annual industry reports powered by the FABID database, providing proprietary insights on M&A activity, venture funding trends, and deal flow in the consumer packaged goods sector. Distributed via the Northhall website and BevNET.
• Accounting Services End-to-end accounting function including daily bookkeeping, expedited month-end closes, financial statement preparation, transaction processing, reconciliations, payroll processing, asset management, cash applications, and tax compliance, overseen by CPAs with CPG expertise.
• Strategic Finance Services Financial planning and analysis services including integrated cash flow modeling, 13-week cash flow forecasting, budget development, variance analysis, board presentations, capital raise guidance, cost savings identification, strategic advisory, and IT/systems implementation.
• Investment Banking Services Outcome-driven capital raise support for established CPG brands with $20M+ revenue, including investor introductions, pitch deck and model review, due diligence support, and deal negotiation leveraging the FABID database and industry relationships.

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• BevNETcoreGTM or Marketing PartnerContent partnership for distribution of FABID reports. Northhall's proprietary CPG industry reports are available through BevNET's platform, extending reach to BevNET's subscriber base of CPG industry professionals. Publications including BevNET, Bloomberg, and Forbes have covered FABID insights and reports.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kruze Consulting: Kruze Consulting is a CPG- and startup-specialized accounting and finance firm offering bookkeeping, tax, FP&A, and CFO services to venture-backed companies. It is one of the closest direct competitors to Northhall's accounting and strategic finance practice, with comparable vertical focus and similar client profile.
• Pilot.com: Pilot is a tech-enabled bookkeeping, accounting, and CFO services provider focused on venture-backed startups and growth-stage companies. It directly competes with Northhall's accounting service line, particularly for CPG and consumer brand clients in the same revenue range.
• Consumer Growth Partners: Consumer Growth Partners is a boutique investment bank focused exclusively on consumer and CPG M&A advisory. It competes with Northhall's investment banking service line for mature CPG brand mandates, often on the same $20M+ revenue segment.
• Park Sutton Advisors: Park Sutton Advisors is a specialized consumer products and retail investment bank providing M&A and capital raise advisory. It is a direct competitor for Northhall's IB engagements in the CPG breakout-brand segment.
• Bench: Bench provides outsourced bookkeeping and accounting services primarily to small businesses and startups. It competes for the lower end of Northhall's accounting client base and overlaps on serving early-stage CPG brands.

Broad incumbents

• Brown Gibbons Lang & Company (BGL): BGL is a middle-market investment bank with a dedicated Consumer practice covering food, beverage, and retail. It competes for the same CPG capital raise and M&A mandates but operates at greater scale with broader sector coverage than Northhall.
• Capstone Partners: Capstone Partners is a middle-market investment bank with an active Consumer Retail practice serving food, beverage, and personal care brands. It overlaps with Northhall's IB work but operates across broader industries with deeper staffing.
• Houlihan Lokey: Houlihan Lokey is a global investment bank with a leading consumer products M&A practice and the firm where Northhall's founder began his career. It competes for the largest CPG mandates in Northhall's addressable market but typically serves larger, more established brands.
• KPMG Consumer & Retail Practice: KPMG's Consumer & Retail advisory practice offers accounting, transaction advisory, and consulting to CPG companies of all sizes. It overlaps with Northhall's accounting and finance services but serves larger enterprise clients with broader service offerings.

Others

• Foundry Group: Foundry Group is a venture capital firm with a long-standing focus on CPG and consumer brand investing. While not a direct competitor, Northhall's FABID database and IB practice regularly interface with funds like Foundry, making it a relevant ecosystem participant and indirect relationship peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/northhall
• Xx.com/northhallcpg

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Northhall