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About Sorrel Advisors

Sorrel Advisors combines strategic, operational, and transaction experience to guide founders and investors through complex transitions with clarity and discipline.

We bring together seasoned M&A, investment banking, and operations executives with a shared commitment to client success — combining over 75 years of experience helping business owners prepare for and execute successful transactions, whether selling all or part of the enterprise they’ve built from the ground up.

Jeff Swenson

Founding Partner & Managing Director

Jeff brings more than 42 years of experience building, operating, and scaling businesses, with a focus on driving growth, improving performance, and positioning companies for strategic outcomes.

At Sorrel Advisors, Jeff leads client engagements across sell-side advisory and strategic preparation, working closely with founders on business positioning, transaction strategy, negotiation, and execution. His experience spans operational improvements, leadership alignment, and guiding companies through periods of growth and transition.

Prior to Sorrel, Jeff served in executive leadership roles including Chief Executive Officer, Chief Operating Officer, and General Manager across telecommunications and technology businesses. He has led organizations through significant expansion, including scaling operations for a large consumer telecommunications provider across the U.S. and Europe during a period of rapid growth.

Throughout his career, Jeff has focused on identifying underserved markets, developing strategic positioning, and building high-performing teams — experience that directly informs how businesses are evaluated and positioned in a transaction.

Connor McCollum

Investment Banking Senior Associate
Connor brings a multidisciplinary background across real estate, corporate finance, and private equity-backed operations, with a focus on financial analysis, transaction execution, and process management.
 
At Sorrel Advisors, Connor supports client engagements across both sell-side and buy-side transactions, working closely with founders, family-owned businesses, and ESOP-owned companies. His work includes financial modeling, buyer outreach, diligence coordination, and managing key elements of the transaction process from initial preparation through close. His experience spans healthcare staffing, construction, and industrial sectors.
 
Prior to Sorrel, Connor began his career at a real estate investment trust (REIT) before moving into a financial planning and analysis (FP&A) role at a private equity-backed construction company. There, he developed experience in forecasting, budgeting, and operational financial management within a growth-oriented environment.
 
Connor’s background across investing, corporate finance, and operations informs a practical, detail-oriented approach to transactions, with a focus on maintaining process discipline and supporting clients through complex, multi-step engagements.

Luis Urbina

Investment Banking Senior Analyst
Luis brings a background in mergers and acquisitions, with a focus on financial modeling, transaction execution, and strategic advisory.
 
He brings a disciplined, detail-oriented perspective to transactions, with an emphasis on delivering clear financial insights and supporting well-executed outcomes.
 
At Sorrel Advisors, Luis supports client engagements across both sell-side and buy-side transactions. He works across engagements with responsibilities including financial modeling, valuation analysis, diligence coordination, and advancing transactions through each stage of the process. He has experience supporting complex transaction work streams, including leveraged buyouts, comparable company analysis, and comprehensive due diligence, with a focus on high-growth platforms and mid-market divestitures.
 
Luis has contributed to the execution of sell-side mandates across a range of sectors, bringing a rigorous analytical approach and attention to detail throughout the transaction process.

Jennie LaVanchy

Transaction Integrity & Business Develoment

Jennie leads transaction integrity and business development at Sorrel Advisors, supporting firm positioning, strategic messaging, and growth initiatives across sell-side and buy-side advisory.

Her work focuses on ensuring that transactions are executed through a disciplined, well-structured process, with clear alignment across preparation, positioning, and execution.

Her background spans consulting and operational roles within lower middle market businesses, where she has focused on strategy, systems, and positioning for growth — often in environments preparing for scale or future ownership transition.

Jennie has led organizational transformation initiatives, including the development of strategic frameworks, productized service models, and operational systems designed to improve visibility, efficiency, and performance. She works closely with internal teams to build and maintain the underlying structure of transaction processes, supporting consistency, coordination, and execution quality from initial preparation through close.

As both a founder and consultant, she brings a practical perspective on building and positioning businesses for growth, supporting Sorrel’s focus on preparation, value creation, and disciplined transaction outcomes.

We work closely with every client, bringing a thoughtful and disciplined approach to one of the most important transitions they will face.

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