Making work better for
50 million people

Archetype is a consulting and investment firm on a mission to make work better for 50 million people. We partner with organizations in the workplace benefits and people development sectors to build tech-enabled products and leverage our robust ecosystem to deliver these to the market. 

Archetype Philadelphia Office

Our Story

Archetype has a vision of making work better for 50 million people by harnessing the best of consulting and investing. Driven by our values, we enable businesses to put employee growth and health at the center of the organization. 

We built a vibrant ecosystem of mid-market organizations, advisors, investors, and in-house consultants to enable sustainable and accelerated growth for our clients. 

Giving Back

Growth consulting for the greater good

We care about the communities we are a part of and the global community at large. That’s why we give back. From pro-bono consulting and student shadowing days to donating our time to nonprofit organizations, we help organizations accelerate growth and impact for their constituents. At Archetype, we are always looking for opportunities to use our talents and expertise to make the world a better place. 

Global Leadership

Chetan Bagga

Chief Executive Officer

Chetan founded Archetype in 2009 with the vision of creating a unique consulting and investment platform focused on the workplace health and performance industry. He brings broad operational development experience along with decades of operating and investing experience in growth and expansion-stage investments. Prior to founding Archetype in 2009, Chetan worked as a management consultant for ZS Associates and Meritum Partners, and founded and exited a successful e-commerce business. Chetan founded Archetype Fund in 2019 to capitalize on the extraordinary deal flow generated by Archetype’s consulting engagements and the unique ability of the Archetype model to drive portfolio company growth. Chetan earned a bachelor’s degree in Political Science and International Relations from Columbia University.

Iain Fitzpatrick

Chief Strategy Officer

Iain brings 25 years of experience in professional services to Archetype, where he leads the development of strategies that enable the company, its consulting partners, and portfolio companies to operate at scale. Previously, Iain served as the Global Managing Director of Productized Services for Hay Group, helping grow the business line to $150 million in revenue and position the Hay Group for sale to Korn Ferry for over $450 million in 2015. Prior to Hay Group, Iain spent time as a researcher with the University of Glasgow in the Training and Employment Research Unit and two seasons as a professional soccer player in Scotland. Iain earned a master’s degree in Operational Research from the University of Strathclyde and a bachelor’s degree in Statistics from the University of Glasgow.

Dana Crook

Chief Operations Officer

Dana uses 15 years of experience as a management consultant and operational leader to monitor and optimize the deployment of Archetype Consulting’s services across investments and consulting engagements. Previously, Dana spent seven years as a management consultant at ZS Associates. Her work spanned market research to personnel assignment optimization. Along with her experience at Archetype Consulting and in the consulting field, Dana led a local field operation as an organizer, recruiting and managing hundreds of people. Dana earned a bachelor’s degree in Decision Science from Carnegie Mellon University.

Steve Herman

Operating Partner

Steve brings 20 years of sales and management experience in the HR technology space.  In his last role as Chief Sales Officer at Web Benefits Design he built and managed a national sales force while overseeing all new revenue generating opportunities.  In addition, he also sourced and supported all strategic partnerships.  In 2019, he successfully navigated a transaction where the business was acquired by an insurance carrier as part of a strategic investment – an $80 million deal from what had been a bootstrapped company.

Lewis Burnham

Director of Capital Formation

Lewis focuses on fundraising strategy and execution for the Archetype Funds. He is also involved in sourcing, due diligence, and serves as a deal team lead. Lewis brings a deep knowledge of venture capital and portfolio operations from his prior role as a Principal at IDEA Fund Partners – a venture firm based in Raleigh-Durham. At IDEA Fund Partners, Lewis led fundraising, deal flow, deal sourcing, and platform. He also directed deal due diligence and execution and was a board observer for three portfolio companies. Previously, Lewis worked in the medical device and healthcare technology space where he served in sales and leadership roles and gained valuable experience helping early-stage founders and startups craft and execute their go-to-market strategies. Lewis holds an MBA and undergraduate degree from the University of North Carolina where he was a student-athlete.

Lakshman Gollamudi

Director of Engineering

Lakshman has more than two decades of experience working in Software Consulting, Product development and running large programs for technology transformation. Before joining Archetype, Lakshman was the Senior Director of Business Applications at Blue Yonder leading multiple programs that had organization wide impact. Prior to BlueYonder, Lakshman played a role of Enterprise Architect and led various technology transformation initiatives at Genpact. Lakshman earned a Masters in Computer Applications from NIT Surathkal, India and General Management certificate from IIM, Benguluru.

Ian Jordan

Director of Consulting

Ian has led consulting engagements since he joined Archetype in 2019. With a proven track record in developing growth strategies in the employee benefits, digital health, and insurance industries, Ian leads engagements focused on organizational strategy and sales and channel management. Ian also leads Archetype’s engagement design for future consulting clients. Prior to Archetype, Ian was an in-house consultant for Vanguard, where he worked on several large-scale transformation initiatives. Ian earned a bachelor’s degree with honors from Ursinus College and an MBA with distinction from the University of Oxford.

Our values:
The Foundation of Our Company and Culture

Be an Owner

We nurture and protect Archetype and our partners. We don’t pass the buck; instead, we seize opportunities and solve problems. We strive to be the best brand ambassadors and think ahead to identify ways to grow the business.

Lead With Positivity

We are energized by developing solutions to challenges. We motivate others with aspirational goals. We are present and engaged. We celebrate progress and support and frequently recognize each other.

Make Rational Decisions

We approach our projects and our investments thoughtfully. We build hypotheses and collect data to test them. We are intellectually humble and always open to changing our position, especially when new information is available.

Build Trust

We [over]deliver on our promises to ourselves and our partners. We readily admit when we’ve made a mistake. We communicate transparently, understanding that speaking our mind requires balancing what to say, when to say it, and how it is said. 

Stay Hungry

We are powered by big dreams and a “get stuff done” attitude. We right-size scope and efforts to get things done fast. We take big swings, while recognizing that continual learning and incremental progress moves mountains.

Plan, To Enable Agility

We build plans to achieve our ambitious goals. We design, develop, and deploy projects on a continual basis to make sure we are adjusting and refining at each stage. We move with urgency and purpose, addressing risks before they become problems. 

Design With Empathy

We seek to deeply understand partners, customers, and each other, in order to understand unmet needs, both known and unknown. We address these needs with care. We design things to be used in real life, not in a vacuum.

Play as a Team

We have built a team of all-star players. We share the workload and the glory alike. We teach each other and leverage each other’s strengths. Most of all, we enjoy the game!

Ready to take your growth to the next level? Our consulting team is ready to partner with you.