SAMUEL ASSOCIATES INC.

What SAMUEL ASSOCIATES INC. does

Samuel Associates Inc. is a privately held Canadian advisory firm founded in 2014 by Goran Samuel Pesic and headquartered in Ottawa, Ontario, specializing in defence advisory, government relations, and strategic consulting for corporate clients pursuing Canadian, U.S., NATO, and EU government opportunities. The firm is a subsidiary of Samuel Group Inc., a holding company established in 2020 that also owns Samuel Technologies, Samuel Strategies, Samuel People, Samuel Ventures, Samuel Media Corporation, and the Policy Insights Forum think tank. Its core service lines are Defence Advisory, Government Relations & Political Lobbying, Government Contracting & Procurement, Alliance Market Access (NATO/EU market entry), and Integrated Digital Marketing, with trademarked sub-offerings including ESG/EDIA and GBA+ advisory, Indigenous business engagement support, and the cross-company SamuelAdvantage® integrated offering. The firm holds specialized regulatory credentials including a NATO NCAGE code (L0PX6), Controlled Goods Program registration, and TRACE anti-bribery certification, and is led by a bench of approximately 25 senior associate experts including retired Vice-Admiral Mark Norman, retired Lieutenant Generals Maisonneuve and Kosinski, former Premier of Nova Scotia Jamie Baillie, and retired RCMP Assistant Commissioner Barbara Fleury.

The firm operates a quote-based, project- and retainer-style professional services model with multi-year contracts and no publicly disclosed pricing, serving a select clientele of more than 80 Canadian and international corporations across defence, aerospace, security, space, maritime, healthcare, green technology, and advanced technology verticals. It generates business through enterprise field sales, senior-associate-led relationship networks, and active participation in industry events such as DEFSEC Atlantic and the Halifax Citadel Reception. Geographically, the firm has offices in Ottawa, Toronto, Montreal, Halifax, and Fredericton in Canada, a Brussels bureau opened in 2021 for NATO/EU market access, and a Samuel Group D.C. office opened in Fall 2025 serving as the U.S. branch dedicated to US-Canada commercial and defence relations. There is no proprietary technology platform; the value proposition rests entirely on the talent bench, cultivated government and political relationships, and the cross-Group ecosystem of affiliated companies.

Name

SAMUEL ASSOCIATES INC.

Legal name

Samuel Associates Inc.

Website

https://samuel.associates

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Samuel Associates is a privately held Ottawa-based defence advisory and government relations firm that helps corporations navigate Canadian, U.S., NATO, and EU procurement, supported by a senior bench of retired military officers and political figures.

Ownership category

akta.pro rank

Product category

Defence and Government Relations Advisory Services

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Professional Organizations (81392)

SIC

Services-Management Consulting Services (8742), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Strategic Partnerships, Alliances & JVs Advisory (BPAHADAI)

akta.pro secondary industry

Cross-Border M&A Advisory (FSAEAGAH)

Keywords

• Defence advisory services
• Government relations consulting
• Lobbying services
• Government contracting advisory
• Defence procurement consulting

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Strategic Consulting Services: Professional advisory services including market advisory, business development support, strategic communications, and stakeholder engagement for select clients seeking government opportunities.
2. Government Relations & Lobbying: Enterprise government relations planning, political lobbying, and advocacy services for corporations seeking to influence policy and procurement decisions.
3. Defence Advisory Services: Specialized defence market entry, business intelligence, executive advisory, and procurement strategy services for defence and aerospace companies.
4. Government Contracting Support: Procurement strategy, ITB compliance, Indigenous business engagement, and social procurement policy advisory for companies pursuing government contracts.
5. Alliance Market Access: Market access services for NATO and EU defence markets including representation, funding identification, and partnership development for Canadian companies.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Samuel Associates is a private advisory firm that helps corporations navigate the Canadian, U.S., NATO, and EU government landscapes. It provides defence advisory, government relations and political lobbying, government contracting and procurement support, alliance market access for NATO/EU entry, and integrated digital marketing services, with a bench of senior military and political advisors supporting each engagement.

Product overview

Samuel Associates is a private advisory firm offering a portfolio of professional services centered on government relations, defence advisory, and business-to-government consulting. The core service lines include Defence Advisory, Government Relations & Political Lobbying, Government Contracting & Procurement, Alliance Market Access (for NATO/EU market entry), and Integrated Digital Marketing. The firm also offers a trademarked integrated service called SamuelAdvantage® that connects clients with specialized subsidiaries including Samuel Technologies, Samuel People, and Samuel Strategies. Additional specialized offerings include ESG/EDIA advisory services for procurement alignment and Indigenous business engagement support. The company operates as part of the Samuel Group of Companies with offices in Ottawa, Washington D.C., and Brussels.

Differentiator

Problem solved

Functional benefit

Products and services

• Defence Advisory Strategic advisory services that help companies navigate Canada's defence, aerospace, and security sectors, including market entry, stakeholder engagement, Industrial and Technological Benefits (ITB) compliance, and export strategy development. Intended for defence, aerospace, and national security companies.
• Government Relations & Political Lobbying Enterprise-level government relations and political advocacy services, including lobbying, stakeholder mapping, regulatory navigation, and whole-of-government campaign strategies for corporations seeking to influence policy and procurement decisions.
• Government Contracting & Procurement Advisory services spanning the full lifecycle of government contracting in Canada, including ITB strategies, social procurement policies, Indigenous business engagements, and RFI/RFP response support for companies pursuing federal contracts.
• Alliance Market Access Service enabling Canadian defence, aerospace, and technology companies to expand into NATO and European Union defence markets, providing procurement channel access, EU funding identification, and partnership development.
• Integrated Digital Marketing & Communications Digital marketing services including strategic communications, public affairs, media engagement, and thought leadership positioning for government-facing industries.
• SamuelAdvantage® A trademarked integrated service providing clients with preferred access to specialized business services across the Samuel Group of Companies, including Samuel Technologies, Quantox, Samuel People, and Samuel Strategies.
• ESG & EDIA Advisory Services Advisory on Environmental, Social, and Governance (ESG) considerations including Gender-Based Analysis Plus (GBA+), Equity, Diversity, Inclusion and Accessibility (EDIA) frameworks for government procurement alignment.
• Strategic Consulting Market advisory, business development support, strategic communications, and stakeholder engagement services for clients seeking government recognition and procurement opportunities.

Quantifiable outcome

• Trusted advisor to over 80 leading Canadian and international clients
• +1 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered major, core, emerging and minor.

• British High Commission in OttawamajorStrategic or Co-development Partner · 15 April 2025Partnership to host an invitation-only conference on April 15, 2025 focused on navigating shifting U.S. relations with Canada, the U.K., and Europe. Event covers space, defence, and telecommunications topics with senior leaders exploring partnerships and strategies to align government and commercial priorities.
• Homes For Heroes Foundation (H4HF)coreStrategic or Co-development PartnerCharitable organization highlighted at 5th Annual Halifax Citadel Reception providing supportive housing and tailored reintegration programs for Veterans through its Veterans' Village model.
• Samuel Group D.C.coreStrategic or Co-development PartnerU.S. subsidiary incorporated in 2025 serving as the U.S. branch of the Samuel Group, dedicated to enhancing US-Canada commercial and defence relations.
• Samuel Technologies Inc.coreStrategic or Co-development PartnerMember of Samuel Group of Companies offering enterprise services in global technology sales, intellectual property transfers, mergers and acquisitions, and digital solutions.
• Samuel People Inc.coreStrategic or Co-development PartnerMember company offering strategic human resources solutions and services including training and professional development for leaders in executive roles.
• Samuel StrategiescoreStrategic or Co-development PartnerMember of Samuel Group of Companies providing expert public relations, crisis management, and strategic communications services.
• Samuel Ventures InternationalemergingStrategic or Co-development PartnerStrategic investment division launched in 2025 aimed at promoting innovation and growth in emerging technologies and industries.
• Samuel Media CorporationemergingStrategic or Co-development PartnerDigital media company established in 2025 specializing in strategic digital marketing, web and print design, podcast production, and professional video services.
• Policy Insights Forum (PIF)coreStrategic or Co-development PartnerNon-partisan Canadian think tank founded in 2021 focused on strategic public policy issues including national defence, NATO, EU affairs, emerging technologies, climate resilience, and economic policy. Member of Samuel Group of Companies.
• Samuel InstituteemergingStrategic or Co-development PartnerNGO established by Samuel People in 2023 delivering customized leadership training, educational courses, and employee engagement programs for public and private sector organizations.
• Millbrook First NationcoreStrategic or Co-development PartnerIndigenous partner consulted in development of Reconciliation Action Plan (RAP) for Samuel Group of Companies.
• Canadian Defence & Security Association (CADSI)coreOthersIndustry association membership for defence and security companies in Canada.
• Canadian Cyber Threat Exchange (CCTX)minorOthersIndustry membership for cybersecurity threat intelligence and collaboration.
• Network for Strategic Analysis (Canada)minorStrategic or Co-development PartnerStrategic analysis network of which Brigadier General (Ret.) Frédéric Pesme is a member.
• Canadian Global Affairs InstituteminorStrategic or Co-development PartnerThink tank where VAdm Mark Norman serves as a Fellow contributing to national defence and security discourse.
• RCN Benevolent FundminorStrategic or Co-development PartnerCharitable organization where VAdm Mark Norman serves as Champion, helping sailors, veterans and their families.

Scale indicators5 records

Recent moves18 records

Expansion highlights7 records

Market position

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCnLRpJHKby0rVwhuEtiglXQ
• LinkedInlinkedin.com/company/samuel-associates

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 SAMUEL ASSOCIATES INC.