Chase Murdock
Executive coach for CEOs and small business owners in Utah
| Hourly rate range | $175 to $325 an hour |
|---|---|
| Focus areas | |
| Works with | Founders and business owners and Executives |
| Also coaches | Business coach |
| Based in | Salt Lake City, Utah, United States |
| Practice | Patina Capital |
Chase Murdock is an executive coach who advises CEOs and business owners through Patina Capital, their investment and advisory firm. Chase is also the CEO of Decada Group, a Salt Lake City holding company that buys small businesses and holds them for the long term. Chase has completed multiple acquisitions and operated the companies afterward. Chase takes on a small number of clients so Chase can build deep context over time.
What Chase helps with
Chase helps owners make hard decisions with incomplete information. Chase works on where a leader's time belongs and which levers matter most in the business.
- Finding the true levers in your business
- Deciding where your time actually belongs
- Facing hard tradeoffs directly
- Making decisions with incomplete information
- Buying a small business through a search fund
- Moving into the owner-CEO seat after an acquisition
- Balancing the business with the life it should serve
Who Chase works with
Chase works with a small number of CEOs and business owners. Chase also serves searchers in the search fund and ETA world, including people who buy a company and step in as owner-CEO. Chase fits owners who take responsibility seriously, for the business and for the life it is meant to serve.
How Chase works
Chase acts as a standing thinking partner for the person in the seat. Chase's counsel is built on judgment rather than frameworks. Chase does not hand out answers. Chase helps you see the business clearly and walk into hard tradeoffs. Chase keeps their client list small so Chase can engage deeply over time.
Background and qualifications
Chase is the CEO of Decada Group, a self-funded holding company in Salt Lake City with no outside investors. It buys small businesses and holds them indefinitely. Chase came to coaching through the search model themselves, completing multiple acquisitions and operating the companies afterward. Chase owns Durable Finance, a bookkeeping, controller and fractional-CFO firm. Chase also built Utah's Business Commons, a community of 1,000+ business owners. Chase serves on nonprofit boards and writes essays on judgment and ownership.
Chase Murdock pricing
Programs and services
- Ongoing one-on-one counsel for CEOs and business owners
- Search fund and ETA coaching
- Small business coaching
Chase Murdock reviews
Chase Murdock has a 5.0 out of 5 rating from 1 review on Leland, as of September 2026.
The CoachVouch take
Chase coaches from their own experience buying, running and holding small businesses as CEO of a holding company.
Best for CEOs, business owners and search fund entrepreneurs who want a long-term thinking partner for big decisions.
Common questions
How much does Chase Murdock charge?
Coaching with Chase runs $175 to $325 an hour. Request an intro for an exact quote.
What does Chase Murdock help with?
Chase Murdock helps with finding the true levers in your business, deciding where your time actually belongs, facing hard tradeoffs directly and making decisions with incomplete information.
Does Chase Murdock have reviews?
Chase Murdock has a 5.0 out of 5 rating from 1 review on Leland, as of September 2026.
Does Chase Murdock coach search fund entrepreneurs?
Yes. Chase has completed multiple acquisitions through the search model and stayed close to the ETA community for years.
How many clients does Chase take on?
Chase works with a small number of CEOs and business owners. Chase is selective so Chase can go deep over time.
How do I contact Chase Murdock?
Request an intro on this page. It's free, and we'll connect you with Chase and, if you want, 2 or 3 similar coaches to compare.
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Last updated September 2026. Request a correction.