About
Who we are, and how we show up.
We take the work seriously, and we refuse to take ourselves too seriously. We'll tell you the truth, kindly, and we're genuinely in it with you.
The partners
Operators first.
Jason Moore and Haley Devlin started DNA Partners in 2023. Both are certified System & Soul coaches, and both are former operators of a PE-acquired company.
Jason Moore
Co-founder · Certified S2 coach
Twenty years as a SaaS entrepreneur. Jason co-founded bigWebApps and Stratasan, which was acquired in 2022. He has lived the leadership bottleneck from the inside, which is a large part of why this firm exists.
Haley Devlin
Co-founder · Certified S2 coach
More than two decades across sales, marketing, product, and operations, including COO of Stratasan through its acquisition. Haley builds the priorities, roles, and rhythm that let a leadership team stop firefighting.
The name & the idea
Festina lente: make haste slowly.
Our name goes back about two thousand years. Festina lente was the maxim Augustus gave his commanders: think it through, then act decisively. Move with urgency, but don't be reckless. Trust the work you've put in.
Sometimes you have to slow down before you can speed up. Slowing down is the thoughtful foundation that goes into building a business before it can truly scale.
The old symbol for it is a dolphin wrapped around an anchor, speed and steadiness together. That's where DNA Partners comes from, and it's still our mark today.
We love the second meaning too. DNA is the makeup of a thing, what makes it itself. That's the work we do: helping companies build the systems and the culture that let them grow without losing who they are.
Dolphin & anchor
Speed and steadiness, intertwined. The 2,000-year-old emblem of festina lente.
DNA /ˈdē ˈen ˈā/ noun
The fundamental and distinctive characteristics or qualities of someone or something.
What we believe
Four things we keep coming back to.
We believe in business
Growth-stage companies create jobs, solve real problems, and fuel whole communities. We're for the people building them.
We believe in a system
A well-designed operating system expands what a company can do, so leaders stop solving the same problems on repeat.
We believe in a soul
Soul is the energy behind the system. It's what turns a good company into a place people don't want to leave.
It should be fun
Building a great company is hard, and it can still be joyful. Work should give life, not drain it.
How we show up
Warm, human, and direct. All at once.
We laugh, we connect, and we show up as humans. Building a great company is hard, and it can still be joyful.
We say the real thing, and we say it kindly. Both at once.
And we ask teams to bring the same. We encourage candor, vulnerability, and introspection, because the real work starts when leaders can be honest about what's hard and willing to look inward.
You do not rise to the level of your goals. You fall to the level of your systems.
James Clear · Atomic Habits
Let's talk
We'd love to hear what you're building.
Tell us what's working and what isn't. We'll tell you honestly whether we can help.
Start a conversation