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 in it with you.
Our approach
What DNA Partners does.
DNA Partners helps leadership teams at growth-stage companies build the operating discipline to scale and the leadership capacity to sustain it. Using the System & Soul™ framework, we establish practical rhythms for setting priorities, making decisions, and following through, while strengthening the leaders responsible for making the system work.
Our approach is grounded in firsthand operating experience. Before coaching other leadership teams, we built and led Stratasan, Jason as CEO and Haley as COO, through years of growth and its 2022 acquisition by Syntellis Performance Solutions. We understand the pressure, complexity, and difficult decisions that come with building a company because we have lived them ourselves. That experience allows us to coach with both practical judgment and genuine empathy.
Most operating systems focus on bringing greater structure, clarity, and alignment to the business. We believe that is essential, but it is only half the work. A company cannot outperform the leadership team running it.
That is why our approach develops both in parallel: the operating system and the leadership team's ability to lead through it. The result is a company that operates with greater clarity and consistency, supported by a leadership team equipped to sustain that performance as the business grows.
We have sat in your seats.
Having helped build and lead a company ourselves, we understand firsthand how demanding the work can be. Our coaching is grounded in that experience, allowing us to balance challenge with the support teams need to make progress.
The difference
The partners
Operators first.
Jason Moore and Haley Devlin started DNA Partners in Nashville in 2023. Both are certified System & Soul coaches. They ran Stratasan together, Jason as CEO and Haley as COO, through its 2022 acquisition by Syntellis Performance Solutions.
Jason Moore
Co-founder · Certified S2 coach
Twenty years as a SaaS entrepreneur. Jason co-founded bigWebApps and Stratasan, where he was CEO through its 2022 acquisition by Syntellis Performance Solutions. He is also a Venture Partner at Fulcrum Equity Partners, which gives him a current board-side view of growth-stage companies. 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 2022 acquisition by Syntellis Performance Solutions. 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.
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.
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.
Serious work. A human approach.
How we work together.
We laugh, we connect, and we make room for joy, even when the work is hard.
We say what needs to be said, and we say it with care.
We ask teams to do the same. The real work begins when leaders can be honest about what's hard, willing to be vulnerable, and open to looking inward.
Vulnerability is the birthplace of innovation, creativity and change.
Brené Brown
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