Meet our Business Transition Experts
Our Mission & Vision
Praxia exists to help viable owner-led businesses preserve continuity, regain strategic options, and navigate transition with clarity before preventable disruption becomes permanent loss.
We believe that too many good businesses disappear for preventable reasons. Our role is to create structured alternatives that honor the legacy of what was built and provide a path forward for the next generation.
A Future Where Good Businesses Are Renewed
A future where ownership transitions arrive, and the business is not only preserved but actively renewed. We envision a world where institutional knowledge is shared, and leadership continuity is intentional.
Our Ethos
Stewardship over Opportunism
We believe that the primary responsibility of an owner is to preserve the legacy and operational integrity of the business. Our approach is rooted in respect for what was built, not in the pursuit of a quick exit.
Confidential Exploration
Trust is the foundation of any successful transition. We prioritize privacy and discretion, ensuring that your business and your personal situation remain protected throughout the process.
Structure over Uncertainty
Transitioning is a complex process that requires a structured framework. We provide the institutional clarity and operational discipline needed to navigate change with confidence and precision.
Ownership Responsibility
We recognize that owners carry a unique burden. Our role is to provide the support and strategic options needed to manage that responsibility without the pressure of a forced sale.
Practical Clarity over Corporate Theater
We focus on the tangible realities of ownership. Our conversations are grounded in operational data and strategic pathways, avoiding the emotional manipulation and flashy sales tactics of the corporate world.
Preservation as Purpose
Acquisition is a possible pathway, but preservation is the ultimate goal. We work to ensure that viable businesses are renewed, not quietly lost, when ownership transitions arrive.
Who We Are
Praxia was built by people who understand the weight of ownership responsibility and the complexity of transition decisions across Indiana and Kentucky.
Rachael Armstrong, JD, MBA,
Co-Founder & Principal Partner
Rachael Armstrong is a business strategist specializing in continuity, growth, and business preservation.
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She has advised more than 230 business owners through decisions involving capital access, succession planning, operational challenges, and strategic pivots. Her work focuses on helping businesses navigate critical inflection points where outcomes are uncertain and the cost of missteps is high.
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Rachael’s impact is measurable. Over a three-year period, five of her clients received Indiana state-level business recognition, an uncommon distinction within a statewide network of advisors.
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Her background includes overseeing small business loan funds, guiding companies through capital readiness, and supporting financing strategies for growth and resilience. She is known for helping owners find clarity and direction in complex situations.
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With both a Juris Doctor and MBA, Rachael brings a unique blend of legal insight, business strategy, and economic development experience. She founded Praxia on the belief that too many viable businesses fail for preventable reasons and that owners deserve better pathways forward.
Jay Herbert,
Co-Founder & Managing Partner
Jay Herbert brings financial expertise and entrepreneurial experience to the firm’s focus on business preservation and transition.
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He began his career in mortgage brokerage, where he developed strong skills in financial analysis, risk assessment, and deal structuring under pressure. This foundation shaped his ability to quickly evaluate business viability and identify financial risks in complex situations.
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As an entrepreneur, Jay understands firsthand the uncertainty and demands of building and sustaining a business. That experience gives him practical credibility with owners navigating difficult decisions and limited margins for error.
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He is known for his analytical approach, combining sharp financial insight with steady judgment in challenging environments. At Praxia, Jay helps translate financial complexity into clear, actionable strategies that allow businesses to stabilize, adapt, and move forward with confidence.