What Hatlie Group does

Hatlie Group is a Canadian partnership-led consulting firm founded in 2019, headquartered in Edmonton and Calgary, Alberta, that provides advisory services to non-profit, public sector, and cultural/arts organizations across Canada. The firm is co-owned by two founding partners — Crystal Willie (through Purple Aspen Inc.) and Alexandra Hatcher (through Alexandra Hatcher Consulting Inc.) — each bringing over 20 years of experience in museum practice, heritage management, and non-profit governance. Services span strategy clarification, operational strengthening, governance advisory, sustainability and transition planning, interpretive planning, and project management, with an associate model used to flex in specialized expertise (e.g., museum education, Indigenous-led conservation).

The firm generates revenue through professional-services consulting engagements delivered on a project basis, with no publicly disclosed pricing, no software product, and no proprietary technology platform. Its core technology stack is essentially absent — the offering is entirely human-delivered advisory work, supplemented by a thought-leadership publication called Creative Power that explores organizational sustainability in the cultural sector. Distribution is direct-to-client through consultative, relationship-driven sales, primarily at the executive or board level of cultural institutions, with brand awareness supported by a LinkedIn company page and a Twitter account.

The client base is heavily concentrated in Alberta and Western Canada, with a visible roster of more than 15 named logos including the Alberta Museums Association, Glenbow Museum, Fort Calgary, ArtsCommons, Edmonton Heritage Council, Calgary Stampede, Heritage Calgary, the Galt Museum, and the City of Calgary Public Art Program. Beyond recurring cultural-sector clients, the firm has also engaged with public agencies and post-secondary programs, giving it a moderate cross-sector footprint within the broader public/non-profit ecosystem.

Name

Hatlie Group

Legal name

Hatlie Group

Website

https://hatliegroup.ca

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Hatlie Group is a Canadian consulting firm providing strategy, governance, and operational advisory services to non-profit and public-sector cultural organizations across Canada, co-founded by Crystal Willie and Alexandra Hatcher.

Ownership category

akta.pro rank

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Consulting and Advisory Services: Hatlie Group generates revenue through consulting engagements with non-profit and public sector cultural organizations, providing strategy, governance, and operational advisory services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Hatlie Group is a boutique cultural-sector consulting firm that delivers advisory and capacity-building services to non-profit and public-sector organizations in the culture, arts, heritage, and museum sectors. Engagements cover strategic planning, organizational assessment and design, governance practice development, operational strengthening, sustainability and transition planning, interpretive planning, and project management. The firm works across Canada, primarily in Alberta and Western Canada, and operates through project-based consulting engagements led by its two founding partners.

Product overview

Hatlie Group is a consulting firm offering cultural services with a holistic approach to sustainability. The core offering is consulting services for non-profit and public sector cultural organizations, including strategy clarification, operations strengthening, and governance practice support. The company also publishes the Creative Power platform, which serves as a knowledge-sharing resource exploring organizational sustainability within the creative/cultural sector. Founded in 2019 as a partnership between Purple Aspen Inc. and Alexandra Hatcher Consulting Inc., the firm brings together expertise in strategic planning, organizational assessment and design, project management, interpretive planning, and museum practice.

Differentiator

Problem solved

Functional benefit

Products and services

• Hatlie Group Cultural Services and Consulting Advisory and consulting services for non-profit and public-sector cultural organizations, offering strategy clarification, operations strengthening, governance practice support, and a holistic approach to sustainability, transition, and renewal. Engagements are tailored to specific client needs and may involve single consultants or multidisciplinary teams led by the founding partners.

Named customers18 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

Partnerships

Three partnerships are on record, tiered minor and core.

• L'AiR ArtsminorStrategic or Co-development Partner · 1 January 2020Hatlie Group participated in L'AiR Arts' Multidisciplinary Residency titled 'Revisiting the Roaring Twenties: Art, Culture and the École de Paris Les Années Folles 1920 / 2020' in January 2020. Crystal Willie and Alexandra Hatcher contributed the essay 'Agile and Sustainable Organizations in Changing Times' to the Creative Power publication produced as part of the residency.
• Purple Aspen Inc. (Crystal Willie)coreStrategic or Co-development Partner · 1 January 2019Purple Aspen Inc., led by Crystal Willie, co-founded Hatlie Group in 2019. Purple Aspen Inc. provided the consulting practice foundation that merged with Alexandra Hatcher Consulting Inc. to form the Hatlie Group partnership.
• Alexandra Hatcher Consulting Inc.coreStrategic or Co-development Partner · 1 January 2019Alexandra Hatcher Consulting Inc., the practice of founding partner Alexandra Hatcher, co-founded Hatlie Group in 2019 alongside Purple Aspen Inc. to create a unified cultural consulting firm.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Lord Cultural Resources: Toronto-based global consulting firm specializing in museums, heritage, and cultural planning — the most established and largest direct competitor in the same niche Hatlie Group serves, with comparable service lines (strategy, governance, interpretive planning) and a similar target audience of museums and cultural organizations.
• MASS LBP: Canadian social-purpose consultancy that designs strategy, governance, and engagement processes for non-profits, governments, and communities. Closely aligned with Hatlie Group on non-profit capacity building, governance practice, and stakeholder engagement methodologies.
• Nordicity: Canadian consultancy specializing in cultural and creative industries strategy, policy, and economic analysis. Highly comparable target market (cultural sector clients) and advisory services overlap with Hatlie Group, though with greater emphasis on economic impact analysis and policy.
• Two Row Consulting: Canadian Indigenous consulting firm focused on heritage, conservation, and Indigenous-led organizational development. Comparable to Hatlie Group's emerging Indigenous cultural consulting capability (via associate Paulette Fox and the Iinnii Initiative) and overlapping cultural sector client base.

Emerging players

• Tamarack Institute: Canadian non-profit focused on building capacity for community change through learning, coaching, and consulting for the non-profit sector. Comparable in its non-profit capacity-building mission, though structured as a non-profit learning institute rather than a commercial consulting practice.

Broad incumbents

• BDO Canada: Major Canadian professional services firm with a non-profit and arts & culture advisory practice. Overlaps with Hatlie Group on governance and operational advisory for cultural sector clients, with the advantage of full-service capabilities and broader geographic coverage.
• KPMG Canada (Public Sector & Non-Profit): Global advisory firm with a Canadian public sector and non-profit practice serving government agencies, cultural institutions, and charities. Represents an incumbent threat on larger engagements requiring multidisciplinary teams across audit, tax, and consulting.
• MNP LLP: Large Canadian accounting and business advisory firm with a dedicated non-profit and public sector practice serving Canadian charities, museums, and cultural organizations. Provides broader services (audit, tax) bundled with advisory, representing a potential competitive threat from a larger incumbent.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/hatliegroup
• LinkedInlinkedin.com/company/hatlie-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Hatlie Group