About Us
Our Story
Why we exist.
Jay Shahidi | Founder, CEO
The Problem We Saw
Most business owners work with ten different advisors. Your tax person does not talk to your insurance agent. Your financial planner does not know what your attorney is planning. Your broker recommends strategies that actually conflict with your tax approach. Everyone gives you good advice, but nobody has the full picture of who you are, what you want, or what actually works together.
So you end up paying more, receiving conflicting recommendations, and feeling like nobody truly understands your complete situation. Your financial life is fragmented, and the cost of that fragmentation shows up in missed opportunities, unnecessary stress, and decisions made without full visibility.
How It Started
Velinor Group began with a problem its founder, Jay Shahidi, kept seeing: business owners had capable professionals around them, but their advice often stayed disconnected. Accounting, tax, legal, and financial decisions were being made separately, without a shared view of the owner's business, family, and long‑term goals.
As a CPA with an MBA and a background in CFO consulting and financial advisory, Jay understood how closely these decisions affect one another. He founded Velinor to bring the right professionals together, build a coordinated strategy, and help turn that strategy into action.
Today, Velinor combines bookkeeping, CFO consulting, and tax planning with access to independent specialists in areas such as legal matters, estate planning, insurance, and business growth. Each relationship is built around the client's needs, with clear communication and ongoing coordination across the advisors involved.
Jay remains closely involved as Founder, CEO, guiding client relationships and keeping the broader strategy connected. The goal is simple: give business owners a clearer picture, a team that communicates, and more confidence in the decisions that shape their business and family's future.
How We Think
Our philosophy.
The beliefs that guide every decision we make and every relationship we build.
People First, Numbers Second
Numbers do not make decisions. People do. Before we open a single spreadsheet, we learn who you are, what you have built, and where you want to be in ten years. The plan follows the person, never the other way around.
One Team, One Plan
The biggest risk most owners carry is not the market or the IRS. It is advisors who never talk to each other. When tax, legal, insurance, and succession are planned in silos, good decisions end up working against each other. We close that gap.
Relationships, Not Transactions
We are not built for one‑time projects. We are built to be your firm for the long run, growing with your business and adapting as your life changes. When something shifts, you call one number, and we already know the whole picture.
Prepare the People Who Come Next
What you built only lasts if the people who carry it forward can lead it. Your children, your partners, your future leaders. We help them build the financial literacy, business judgment, and confidence to take the wheel.
Storytelling Is Strategy
How the world sees your business shapes who partners with you, who invests in you, and who wants to work for you. That is why we bring cinematic brand storytelling into the advisory relationship. Told well, your story is one of your most valuable assets.
Build It Like You Will Sell It
Even if you never plan to sell, a business built for a buyer is easier to run, easier to finance, and worth more. We help you build that way from day one, so when the right moment comes, you are not scrambling.
One coordinated plan across all disciplines
Built around your story, your family, your goals
A partner that grows with you over decades
Why Velinor
A single roof for everything wealth touches.
Once a balance sheet exceeds what any one advisor can hold, fragmentation becomes the largest unmeasured risk. An integrated firm solves it structurally.
01
One fiduciary point of view
Velinor coordinates legal, tax, insurance, and finance specialists on your behalf, with one team seeing the entire balance sheet.
02
Independence from product
We do not sell funds, insurance, or proprietary structures, and we do not deliver the advice ourselves, we coordinate independently licensed specialists. Our recommendations are conflict‑free.
03
Multi‑generational continuity
Wealth that lasts requires governance, family constitutions, next‑gen education, and decision frameworks.
04
Integrated tax and structure
Tax, legal, and entity work designed together, not bolted on after the fact.
05
Risk seen as a whole
Concentration, insurance, liquidity, and operating‑business risk evaluated as one system.
06
Purpose as a discipline
Philanthropy and impact aligned to values, with the same rigor as any investment thesis.
You focus on your business and your family.
We handle the financial and legal side of it.