Jeff is the Founder of Franchise Grade, part of the Altius Franchise Group, and a trusted voice in evidence-based franchise evaluation. With over 25 years in small business and more than a decade as a multi-unit franchisee, consultant, and Franchisee Association President, he brings firsthand insight into what truly drives success—and what often gets overlooked.

Through Franchise Grade, Jeff developed Franchise Intelligence, a data-driven approach to analyzing and comparing franchise systems, helping candidates, investors, franchisors, and brokers make informed, transparent decisions. Their work focuses on system health, unit economics, and aligning franchise opportunities with individual goals—cutting through industry hype with clear, objective insights.

Committed to putting truth at the centre of franchising, Jeff provides strategic diagnostics, FDD reviews, and mentoring to empower smarter investments and stronger franchise systems.