The Firm
Founded on the belief that mid-market enterprises deserve the same quality of strategic thinking as the world's largest corporations — delivered with more agility, accountability, and candour.
Founded 2009 · New York
Originally as Marsh Strategy Associates
Our Story
Jonathan Marsh founded what is now Apex in 2009 after 14 years at two of the world's leading strategy firms. His conviction was simple: the strategy market was bifurcated in a way that left mid-market enterprises — the engine of the real economy — systematically underserved.
Large firms sent their most junior teams. Boutiques lacked the analytical firepower. The result was a gap between what large enterprises received and what everyone else could access.
Apex was built to close that gap. Today, we are a firm of 140+ consultants across four practice areas, serving clients with revenues from $200M to $5B across 18 industries. Our work has been cited by the Harvard Business Review and the MIT Sloan Management Review.
What We Stand For
We apply disciplined analytical frameworks, challenge every assumption, and let evidence guide conclusions — not the other way around.
Our clients don't pay for validation. They engage us to tell them what they need to hear, with the data to back it up.
Every recommendation we make has been stress-tested for operational feasibility. Strategy that can't be implemented is just opinion.
We measure our success by sustainable change, not billable hours. If the impact doesn't last, we haven't done our job.
We bring deep vertical expertise to every engagement — not generalist frameworks applied naively to unfamiliar territory.
Your organisation's success is the only metric that matters. Our team is structured to ensure undivided focus on your outcomes.
Leadership
Founder & Managing Partner
Former McKinsey principal with 22 years advising Fortune 500 financial institutions and industrial companies on strategy and large-scale transformation. Built Apex to deliver boardroom-quality thinking with mid-market responsiveness.
Partner, Operations Practice
PhD in Industrial Engineering (MIT). 16 years leading operations transformations in manufacturing, logistics, and healthcare. Inventor of the Apex Operational Architecture Framework.
Partner, Digital Practice
Former CTO turned strategist. Spent 8 years at a Big Four consulting firm building digital transformation capabilities before joining Apex to head our Digital practice.
Principal, Change Management
Specialist in large-scale organisational change. Has led workforce transformation programmes across 12 countries and 40+ enterprises. Author of 'Change Without Casualties'.
Recognition
Financial Times
Best Management Consulting Firm, Mid-Market — 2023 & 2024
Forbes
Listed in America's Best Management Consulting Firms, 2022–2025
Harvard Business Review
Case study featured on operational transformation in financial services, 2023
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