Who we are
Firefly Insights is a Canadian consulting firm specializing in employee ownership and owner transitions.
With over 25 years of experience, we understand the operational and human aspects of these pivotal changes. We’re here to help your company navigate a smooth ownership transition, ensuring a thriving future for all stakeholders.
Why Firefly Insights?
Navigating change in a business can be both exciting and challenging.
At Firefly Insights we have found that shining light in the darkness has enabled our clients the ability to go further faster in achieving their goals. Firefly Insights was created with a clear mission: to guide businesses through transformation with insight, care, and clarity, helping them embrace change with confidence.
Meet the team
Jennifer Williams
FOUNDER, Firefly Insights
As the Founder of Firefly Insights, I am on a mission to change the landscape of succession planning, offering pathways that provide an alternative to foreign buyers and private equity or business closures. Our goal is to turn succession transactions into a meaningful transition—one that preserves the legacy founders have built, keeps businesses locally owned, and strengthens employee engagement, retention, and financial well-being.
With over a decade of experience, I have developed and implemented employee ownership solutions tailored to businesses of all sizes and sectors, supporting workplaces that are sustainable, profitable and equitable. My background spans multiple geographies, languages, and industries, I bring a unique perspective to the challenges of succession planning. As a 3x business owner and former Operations Director, Board Chair, and CEO of an employee-owned company, I understand the financial, emotional, and practical dimensions of business transitions. From microcredit initiatives in Northern Ghana to building sustainable ownership models in Ottawa, I have seen firsthand how employee ownership strengthens resilience and promotes lasting growth across diverse environments.
Since 2015, I have crafted employee ownership solutions across industries—from engineering to agriculture, consulting to construction—that preserve legacy, improve retention, and reinforce organizational resilience. In 2017, I founded Firefly Insights to elevate these transitions beyond transactions, designing solutions that integrate financial, governance, and cultural elements for lasting impact.
When I am not strategizing solutions, you can find me enjoying nature, preparing locally sourced meals for my four kids, or losing myself in the dance practices of 5 Rhythms and Biodanza.
Support you can trust
Courtney Yanta
Program manager, Firefly Insights
As Employee Ownership Program Manager, I am driven by a passion for creating workplaces where employees feel empowered and engaged. I focus on developing innovative strategies that promote Employee Ownership as a means to enhance organizational culture and drive sustainable growth.
My expertise in strategic communications and stakeholder engagement allows me to translate complex ideas into accessible solutions that resonate with diverse audiences. Holding an Executive MBA from the University of Galway and a CAPM certification, I bring a global, cross-industry perspective to empowering businesses in impactful transitions. With expertise in strategic insights, business negotiations, and leadership development, I drive results that align with organizational goals and preserve company culture. Passionate about the potential of employee ownership, I support organizations in fostering purpose, community, and long-term stability within their teams.
Having visited 39 countries, I appreciate unconventional travel destinations, with Svalbard—the northernmost settlement in the world—being my favourite. Closer to home, you can find me cheering on (and often being disappointed by) my beloved Ottawa Senators.
Jennifer brings incredible knowledge and experience as both an entrepreneur, mentor and coach. Her insight and experience with other small business, their shareholder agreements, and structure was extremely valuable to us and helped us make decisions that were in the best interest of our business.
Her approach is holistic, and nurturing, and encourages respectful communications with a goal of improved mutual understanding to support common goals. We could not recommend her services more highly and have truly enjoyed and benefited from the work she has done for us to date.
jennifer heagle – founder, the red apron
