Atlantic Leadership Group

What Atlantic Leadership Group does

Atlantic Leadership Group is a private boutique leadership coaching and consulting firm founded in 1989 by Edwards Holliday. The company serves primarily Private Wealth Management teams and Financial Advisor Practices at major wirehouse and regional firms including UBS, Morgan Stanley, RBC, and Merrill Lynch, and also delivers career transition coaching to Special Operations Forces veterans through its volunteer work with the Special Operators Transition Foundation (SOTF). The firm operates with three core partners (Edwards Holliday, Melba Holliday, and Sarah Holliday) and serves clients nationally from the Baltimore-Washington region, with equine facilitated workshops delivered through partner farms within 1-2 hours of most major US cities. The firm's headquarters is listed in Tucson, but principal operating activity centers on the Mid-Atlantic.

The company's three core service lines are Advisor to Advisors (business consulting and executive coaching for wealth management teams), The Total Leader (a leadership development program with modules covering personal productivity, leadership, motivation, leadership development, and strategic transformation), and Equine Facilitated Leadership Coaching (experiential workshops using horses as coaching partners). The methodology stack blends traditional executive coaching with neuroscience-grounded approaches including Conversational Intelligence (C-IQ), the Fascinate personality assessment system, DISC and Driving Forces psychometrics, and TeachingHorse's Four-Diamond Model of Shared Leadership. The firm maintains strategic partnerships with TeachingHorse for equine workshop delivery, SOTF for veteran transitions, UNC Kenan-Flagler Business School for executive education distribution, Leadership Management Inc. as a foundational content partner, and six international content and assessment providers.

Atlantic Leadership Group generates revenue through privately contracted professional services engagements with quote-based pricing and multi-year contracts. Distribution is entirely direct, with partners delivering in-person coaching at client locations or partner farm facilities, alongside remote sessions. Customer acquisition is sales-led through professional networks and referral-based relationships, supported by a modest digital presence across LinkedIn and X. Since 1996, Edwards Holliday has consulted with over 3,500 financial advisors and currently engages with more than 25 Private Wealth Management teams; the firm's SOTF initiative has served over 800 SOF personnel since 2014.

Name

Atlantic Leadership Group

Legal name

Atlantic Leadership Group

Website

https://atlanticleadershipgroup.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Atlantic Leadership Group is a boutique leadership coaching and consulting firm serving Private Wealth Management teams at major wirehouse firms and transitioning Special Operations Forces veterans via executive coaching, leadership development programs, and equine facilitated workshops.

Ownership category

akta.pro rank

Product category

Executive Leadership Coaching & Consulting

NAICS

Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

C-Suite & Senior Executive Coaching (EDABANAA)

akta.pro secondary industries

Executive Leadership & C-Suite Development (EDABAAAA), Team & Group Executive Coaching (Leadership Teams) (EDABANAF), Talent Management & Leadership Advisory (Succession, Performance, Culture) (BPACAJAH), Sales Leadership & Revenue Executive Coaching (EDABANAL)

Keywords

• Executive coaching services
• Leadership development consulting
• Wealth management coaching
• Equine facilitated leadership
• Organizational productivity training

Headquarters

HQ city

Tucson

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Executive Coaching Services: Ongoing leadership and executive coaching relationships with individual clients and teams. Services include personal coaching sessions and group workshops.
2. Corporate Training and Workshops: Custom designed workshops for corporate teams and groups. Half-day, single day, or multi-day programs in equine facilitated leadership and total leader development.
3. Business Consulting: Consulting services for wealth management teams and financial advisor practices focusing on strategy, leadership development, and business transition.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Atlantic Leadership Group delivers three integrated leadership development services: Advisor to Advisors (business consulting and executive coaching for elite Private Wealth Management teams and Financial Advisor Practices), The Total Leader (a structured program covering strategic planning, leadership and management development, and productivity and process improvement across five modules), and Equine Facilitated Leadership Coaching (experiential workshops using horses as coaching partners for corporate teams and individual clients). Services are sold as privately contracted engagements to enterprise clients nationally in the United States.

Product overview

Atlantic Leadership Group offers a portfolio of three integrated leadership development services: Advisor to Advisors (business consulting and executive coaching for wealth management teams), The Total Leader (strategic planning, leadership development, and productivity improvement programs), and Equine Facilitated Leadership Coaching (experiential workshops using horses as coaching partners for corporate teams and individuals). These services are delivered by certified executive coaches and work together to address comprehensive organizational and personal leadership needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Advisor to Advisors Business consulting and executive coaching services for elite Private Wealth Management teams and leaders of niche services firms, with focus on growing, improving and transitioning wealth management businesses to drive increased assets and revenue, improved clientele quality, optimized business practices, and premium franchise value.
• The Total Leader Structured leadership development program covering strategic planning, leadership and management development, and productivity and process improvement, with five program modules: Effective Personal Productivity, Effective Personal Leadership, Effective Motivational Leadership, Effective Leadership Development, and Strategic Transformation Process. Aimed at organizations seeking greater profitability, better performance, and higher ROI.
• Equine Facilitated Leadership Coaching Experiential leadership coaching using horses as partners, delivered through custom-designed half-day, single-day, or multi-day workshops for corporate teams and private coaching sessions for individuals. Focus areas include goal setting, confidence building, innovation and creative thinking, problem solving, empathy and authenticity. Delivered in partnership with TeachingHorse at farms across the US. No prior horse or riding experience required.

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• TeachingHorsecoreStrategic or Co-development PartnerTeachingHorse, founded by June Gunter, is the strategic partner for delivering world-class corporate equine experiential workshops. Melba Holliday is a Certified TeachingHorse facilitator and serves as the East Coast Hub Leader and Channel Partner Manager for TeachingHorse. TeachingHorse has dozens of certified equine experts located nationally who serve as facilitation partners.
• Special Operators Transition Foundation (SOTF)coreStrategic or Co-development PartnerMelba and Edwards Holliday serve as volunteers and contracted career coaches for SOTF.org (501(c)(3)), working with Special Operations Forces Veterans in their transitions from the battlefield to the boardroom. They have worked with more than 800 veterans since the foundation's inception in 2014.
• Leadership Management, Inc.coreStrategic or Co-development PartnerEdwards Holliday began his career as a franchise partner with Leadership Management, Inc., a world innovator in programs for developing leaders and organizations to their full potential. ALG maintains strategic partnerships for advanced content, assessment and training technology with six international providers.
• UNC Kenan-Flagler Business SchoolcoreStrategic or Co-development PartnerMelba Holliday serves as Channel Partner Manager for UNC Kenan-Flagler Business School for TeachingHorse, delivering The Diamond Model of Shared Leadership to executive teams.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• GiANT Worldwide: Leadership development and scaling-up coaching firm serving mid-market and enterprise executives. Comparable in offering leadership coaching, team development, and culture-shaping engagements to ALG, with broader geographic distribution.
• BetterUp: Technology-enabled coaching platform offering on-demand executive and leadership coaching at scale. Represents the digital, lower-friction alternative to ALG's traditional high-touch boutique model, with a similar end-buyer (corporate L&D and HR).

Broad incumbents

• DDI (Development Dimensions International): Global leadership development firm specializing in leadership training, assessment, and coaching for large enterprises. Overlaps with ALG's Total Leader curriculum and corporate training offerings, but at significantly larger scale.
• Egon Zehnder: Executive search and leadership advisory firm with strong financial services practice. Compares to ALG's Advisor to Advisors service in serving wealth management and financial sector senior leaders, though at global enterprise scale.
• Korn Ferry: Major organizational consulting firm offering leadership development, coaching, and talent management. Provides the same broad category of executive leadership advisory that ALG offers but at enterprise scale and across all major industries.
• FranklinCovey: Global leadership and management training company that delivers structured leadership development programs (similar in concept to ALG's Total Leader program) to corporate buyers, but at much larger scale via franchise and licensing models.
• Heidrick & Struggles: Global leadership advisory and executive search firm with a leadership coaching practice. Overlaps with ALG's executive coaching and C-suite development services but operates at materially larger scale across multiple industries.
• Center for Creative Leadership (CCL): Nonprofit research and leadership development institution offering executive coaching, leadership programs, and customized corporate engagements. Comparable to ALG's Total Leader program offerings and team leadership coaching.

Direct peers

• RHR International: Boutique executive coaching and leadership development firm with deep specialization in financial services and wealth management clients. Directly comparable to Atlantic Leadership Group in serving senior financial advisors and wealth management teams with customized, high-touch leadership engagements.
• Marshall Goldsmith Coaching: Premium executive coaching practice focused on C-suite and senior leadership development. Comparable to ALG in delivering one-on-one and team-based executive coaching with high-profile clients and thought-leadership-driven marketing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/edwardsholliday
• LinkedInlinkedin.com/in/edwardsholliday

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Atlantic Leadership Group