Ideas Are Easy. Revenue Is Hard.
WithinBlue is a commercial strategy practice and venture studio. We partner with organizations to close the gap between signed deals and scaled revenue—and we build our own ventures to prove our methods work.
Operators, Not Observers.
Most strategy firms hand you a deck and wish you luck. We think that's where the interesting work begins.
WithinBlue exists because commercial success isn't a planning problem—it's an execution problem. The gap between a sound strategy and actual revenue is filled with regulatory friction, misaligned incentives, and organizational inertia. Closing that gap requires someone who's done it before.
We operate as a venture studio. That means we're active builders. The frameworks we bring to clients aren't theoretical—they're refined through our own ventures, where we bear the same risks and face the same friction our partners do.
When we tell you something will work, it's because we've made it work.
What We Do
Fractional leadership and strategic advisory for companies navigating high-stakes inflection points.
Market Entry & Operational Scale
Taking companies from zero to operational.
Entering new markets—especially regulated ones—is a governance problem disguised as a growth opportunity. We handle the full weight of it: licensing, compliance architecture, team assembly, and early traction. We've done this before—building Humm Group Canada from a single employee to a fully operational platform with 2,000+ merchant partners and $50M in credit facilities. For established firms, we restructure revenue models and realign commercial teams around market realities. We stop margin leakage and build systems that scale.
Partnership Architecture
Your ecosystem is your leverage. We build it.
Embedded finance, co-brand, and ancillary revenue partnerships are where enterprise value compounds—but only if structured correctly. We've spent fifteen years negotiating and launching commercial partnerships with some of the world's most demanding brands: Air Canada, Aeroplan, American Airlines, Lufthansa, US Airways, Emirates, Apple, and Home Depot—to name a few. These aren't logo slides. These are deals we closed, structures we built, and revenue we made real. We know what it takes to get complex, multi-stakeholder agreements across the finish line—and more importantly, we know what happens after the signature. We manage the transition from contract to operational value, aligning product, finance, and marketing teams to ensure partnerships actually perform.
Loyalty & Ancillary Revenue
Turning partnerships into profit centers.
Loyalty isn't a marketing program—it's a commercial architecture. At Aeroplan and Points International, we designed and scaled engagement platforms that drove billions in transactional volume. At RBC, we built the bank's ancillary revenue and merchant partnership strategy from the ground up, embedding financial products into the daily commerce of Canadians. We understand how to structure deals where everyone wins: the brand, the partner, and the end customer. That's rare. It's also the only way partnerships survive past year one.
Active Portfolio
We don't just advise on innovation—we practice it. WithinBlue identifies structural market failures and builds solutions to fix them.
Practigo
Fast Funding for Smart Practices.
Problem Statement:
Canada's private healthcare sector—dentistry, veterinary medicine, elective care—is an $8 billion market with a broken financing layer. Banks can't serve it efficiently. Their origination costs run $8K–$12K per loan, making anything under $500K structurally unprofitable. Approval times stretch to 5–8 weeks. Equipment purchases stall. Growth slows. Generic fintechs offer speed but lack sector-specific underwriting. Without tailored risk models, they compensate with predatory pricing: 18–35% APR. Practitioners pay the tax.
Solution Statement:
Practigo was built to occupy the gap. AI-driven risk models and deep data integration reduce our origination cost to ~$800 per loan—a 10x efficiency advantage over traditional banks. That efficiency translates to bank-competitive rates with 48-hour approvals. Practigo isn't a side project. It's the commercial thesis of WithinBlue made operational.
Timothy Moulton
Principal & Founder
Tim Moulton has spent twenty years building commercial partnerships and revenue infrastructure for some of the largest brands in financial services, travel, and loyalty.
At Aeroplan and Points International, he led the negotiation, launch, and growth of airline loyalty partnerships across six continents—working directly with Air Canada, American Airlines, Lufthansa, US Airways, and Emirates to structure deals that drove billions in program transaction volume. He built the commercial frameworks that turned loyalty points into a global currency.
At RBC, Tim created the bank's ancillary revenue and merchant partnership strategy, embedding financial products into everyday Canadian commerce. At Brim Financial, he led business development for one of Canada's fastest-growing fintech card issuers, landing co-brand and embedded finance partnerships with brands like Apple and Hudson's Bay.
Most recently, Tim served as CEO and Country Head of Humm Group Canada, building the fintech lender from employee #1 to a regulated platform with $50M in credit facilities and 2,000+ merchant partners.
WithinBlue is where it all converges: the deal-making instincts of global partnerships, the operational discipline of regulated markets, and the builder's mindset to close the gap between strategy and revenue.
Let's Talk.
Whether you need a fractional executive to lead a market entry or a strategic partner to structure a complex deal, we should have a conversation.