The Firm
AdQuaestum LLC is a transformation advisory firm built specifically for private equity. We provide embedded operating leadership to mid-market PE firms, family offices, and independent sponsors.
Founded by Simon Wiltshire, AdQuaestum draws on 30 years of operational leadership across technology, product, marketing, data, and commercial functions — combined with PE value creation experience, management consulting (PwC/Strategy&), and hands-on AI implementation.
The name comes from the Latin ad quaestum — “towards profit.” We exist because value creation in PE has shifted from financial engineering to operational execution, and the middle market needs transformation leadership without the overhead of a large firm.
Simon Wiltshire — Founder & Principal
Simon is a technology strategist and operator who has spent three decades turning technology investment into business results — leading transformations across technology, product, data, marketing, and commercial operations.
His career spans technology leadership, management consulting (PwC/Strategy&), and PE advisory work. Colleagues have described him as “human middleware” — someone who understands technology deeply enough to direct it and business broadly enough to connect it to value creation. In a world where deal teams are financially sophisticated but often technology-light, Simon bridges the gap that determines whether a deal thesis actually delivers.
Based in Minneapolis, Minnesota. Working with portfolio companies nationally.
Our Approach
Execution over advice.
We embed inside portfolio companies and own outcomes.
Technology first, breadth second.
We lead with technology because it’s the engine of modern value creation — then extend into the commercial and operational changes that technology enables. Mid-market companies can’t absorb five specialist advisors. They need one person who understands how it all connects.
PE fluency matters.
We understand hold periods, LP expectations, and exit timelines.
AI is an operating lever, not a buzzword.
We’ve built production applications with AI tools. We advise from hands-on experience.
Our Network
While led by Simon Wiltshire, we maintain a curated bench of experienced professionals — program managers, technology architects, data engineers, and interim executives — deployed to portfolio companies as needs require.