Layered mountain ridgelines beneath a soft sunrise

A new path forward

Finding better paths.
Exploring what’s possible.

We help organizations determine what’s next
and build what it takes to get there.

Explore our expertise
Strategy. Experience. Perspective.Discover Via Nova

Our perspective

One destination.
Many ways forward.

Via Nova means “new path” in Latin.

Nick Meurrier founded Via Nova with the belief that although companies are all trying to scale the same mountain, there are many routes to the top.

The animal health landscape shifts over time, and new passages open every day. Via Nova is there to help uncover them.

Who we are

Experience with perspective.

Nick Meurrier
Nick Meurrier Founder

Meet the founder

Nick Meurrier

An animal health journey spanning the clinic, the industry, and entrepreneurship.

Nick began his journey in animal health over twenty years ago as a clinic owner and practice manager. He moved to the industry side, working with some of the largest brands in animal health and spending time in the reference lab space.

In 2014, Nick was one of the original founders of Greenline Pet, which provided coupon and rebate services to over 15,000 clinics nationwide. He was also instrumental in developing and commercializing wellness plans for pet owners, escrow and rebate fulfillment, and a home delivery platform.

Greenline was sold to IDEXX in early 2024, and Via Nova was started later that year.

Nick lives in the mountains of Utah, just north of Salt Lake City, with his wife, two kids, two Great Pyrenees, and two cats.

Meet the team

Different backgrounds.
A shared commitment to progress.

Rachael Meurrier

Rachael Meurrier

Finance, leadership & communications

Rachael brings nearly two decades of banking and executive leadership experience, spanning private banking, business development, strategic communications, and organizational leadership.

Read full bio

Before joining Via Nova, Rachael served as Senior Vice President and Director of Private Banking at SmartBank, where she led teams and advised business owners and executives on financial strategies to support growth, preserve liquidity, and deploy capital effectively. Her experience includes helping clients think strategically about debt, cash flow, banking structures, and financial technologies in the context of broader business objectives.

Beyond finance, Rachael has helped organizations identify what matters most, translate strategy into clear and compelling communication, and align people around shared priorities. She brings particular strengths in leadership, internal communications, training, culture, and creating the structure and support teams need to move initiatives from strategy to execution.

Elizabeth Fox

Elizabeth Fox

Marketing & animal health

Elizabeth is a seasoned marketing leader with over 20 years of experience in animal health, building and leading high-impact B2B and B2C marketing strategies for industry-leading brands.

Read full bio

Her experience includes brands with sales exceeding $500 million at Merial/Boehringer Ingelheim and Merck Animal Health. She has worked in the US and UK, with global oversight across Latin America, Australia, and New Zealand.

Elizabeth is known for her strategic vision, deep industry knowledge, and ability to drive growth in complex, competitive markets. She holds a BA from Washington & Lee University and an MBA from Tulane University.

Samuel Edwards

Samuel Edwards

Technology, data & analytics

Samuel helps organizations connect their systems, simplify operations, and turn data into better business decisions.

Read full bio

With more than 20 years of experience across pharmaceuticals and supply chain operations, Samuel brings a practical understanding of how technology can support a business. His work spans software development, data analytics, and automation, with a focus on making information more reliable, reducing manual effort, and giving teams the tools they need to work effectively.

Samuel works closely with leadership and operational teams to understand their challenges and translate them into solutions people can use. From connecting existing systems to building new platforms, he guides work from initial strategy through development and adoption, keeping business priorities at the center of technical decisions.

Our expertise

From what’s next
to what it takes.

We work alongside founders and leadership teams to clarify priorities, identify opportunities, build the infrastructure needed to support growth, and turn ideas into executable plans.

Engagements are tailored to each organization, from focused strategic initiatives to ongoing advisory and hands-on execution.

01

Strategy &
commercialization

Business strategy, market research, commercialization, financial strategy, growth planning, and new market opportunities.

02

Operations &
execution

Operational infrastructure, technology, systems, workflows, product development, implementation, placement, and fulfillment.

03

Brand, marketing
& communications

Brand positioning, messaging, go-to-market strategy, marketing, communications, education, training, and organizational alignment.

A breadth of experience

Across organizations.
Across industries.

Our consultants bring experience working with organizations across a range of industries, markets, and stages of growth.

Greenline
IDEXX Laboratories
Merck Animal Health
Zoetis
Boehringer Ingelheim
Elanco
Pfizer
Vetoquinol
Loyal
PBC BioVet
VetGetRx
VetTalk
SmartBank
Renasant Bank
Endurance Technologies
Nike
PayPet

Contact Via Nova

What’s your
next mountain?

Let’s explore the path forward for your organization.