Strategic Advisor · Founder · Mentor

Clarity in
complexity.

Aiery supports businesses, investors, and entrepreneurs as they navigate growth, change, and opportunity with clarity and confidence. Grounded in real operating experience, the work is focused on helping leaders make thoughtful decisions, strengthen their organizations, and build what's next.

Work With Aiery About Amy →
Amy Nichols leading a roundtable discussion
20+
Years of experience
Grounded in real operations
Perspective
Built from the inside
Strategy shaped by complexity
Guidance
For pivotal decisions
Supporting leaders and builders
What's Next
Building for better decisions
A new platform in development

About Aiery

Experience that
runs deep.

I've spent more than two decades building brands, guiding growth, and helping leaders navigate pivotal decisions. From founding Dogtopia to advising founders, investors, and executive teams across retail, franchising, and pet care, my work has always centered on clarity, opportunity, and purposeful growth. Today, I continue that work through Aiery while building a new consumer platform designed to support people through some of life's most important decisions.

  • Strategic Advisor Guiding founders, investors, and leadership teams through high-stakes decisions and pivotal moments
  • Entrepreneur & Operator Built and exited multiple businesses across industries; real experience navigating complexity from the inside
  • Mentor & Thought Partner Trusted by hundreds of entrepreneurs and leaders at inflection points in their work and lives
linkedin.com/in/amynichols →
Amy Nichols
"The work has always been about helping people make smarter decisions at pivotal moments — in their businesses and in their lives." Amy Nichols · Founder, Aiery

How We Help

Where we focus.

Strategic guidance grounded in real operating experience — for businesses, investors, and entrepreneurs navigating growth, change, and what comes next.

Strategic Advisory

For founders, investors, and leadership teams at critical inflection points. Whether you're evaluating a major decision, navigating organizational change, or thinking through what comes next — the work centers on clarity, alignment, and deliberate progress.

Clarity Direction Growth

Leadership & Growth

Strong organizations are built on aligned leadership and resilient cultures. This work helps leaders sharpen their decision-making, build momentum that sustains, and develop the kind of organizational clarity that carries teams through complexity.

Alignment Resilience Impact

Entrepreneur Mentorship

For early-stage founders and aspiring entrepreneurs navigating the decisions that define their path. From opportunity evaluation to the terrain between idea and execution — practical guidance grounded in the experience of having been there.

Perspective Decisions What's Next

An Aiery Venture

Clarity in franchising,
built from the inside.

Franchise Disclosure Documents are dense, technical, and consequential — yet most buyers navigate them alone. ClearlyFDD is an AI-powered platform that translates FDDs into plain language, giving prospective franchisees the clarity they need before they sign. Browse 800+ brands, unlock a full Clearly Report™, and work through the document with Clara, an AI that cites every answer to the exact Item and page.

Built by a franchise founder who has been on both sides of the FDD, ClearlyFDD reflects the same conviction that drives all of Aiery’s work: that better information leads to better decisions — and that the people making those decisions deserve tools equal to the complexity in front of them.

Explore ClearlyFDD →

Connect

Bring the
complexity.

And we'll figure it out together. Whether you're building something new, navigating a critical decision, or exploring what comes next — we welcome conversations that matter.

Thank you — we'll be in touch soon.