Advantix Solutions Promotes Natasha Royer Coons to CEO

Royer Coons succeeds Advantix co-founder Brad Frazier.

Buffy Naylor, Senior Managing Editor

April 19, 2023

3 Min Read
Female CEO

Technology expense management (TEM) provider Advantix Solutions has named Natasha Royer Coons as its new CEO. She succeeds co-founder Brad Frazier who is pursuing a lifelong passion of fitness and training professional athletes.


Advantix Solutions’ Natasha Royer Coons

Advantix Solutions’ other co-founder, Nathan Brown, remains active in the business, serving as president.

Royer Coons, Frazier and Brown teamed in 2018 when Advantix acquired TeraNova, a managed mobility and expense management provider that Royer Coons founded. She became a partner and chief revenue officer (CRO) of Advantix.

As CRO, Royer Coons led Advantix Solutions’ channel development, sales, marketing and key strategic investments. Under her direction, company revenue quadrupled and is expected to double again by mid-2024.

Royer Coons ushered Advantix into a new era of innovation by overseeing the launch of SmartSIM and working with senior leadership to transform Advantix into a managed connectivity experience (MCx) provider that blends multi-carrier connectivity with proprietary SaaS tools to help partners and customers optimize, manage and report on the entire telecom stack.

“There is no better person to lead Advantix than Natasha,” said Nathan Brown, co-founder and president of Advantix. “Natasha’s vision and passion have had an enormous impact over the past few years. She is a force of nature – a trailblazer and an incredible leader with a clear business vision and the ability to bring people together. Natasha inspires all of us at Advantix and with her at the helm we know that our brightest and most innovative days are ahead of us.”

A Proven Entrepreneur

Royer Coons is a proven entrepreneur with accomplished executive with more than 20 years of experience in the telecommunications industry. Before founding TeraNova in 2007, she spent 10 years at Sprint, eventually leading a team of wireless and wireline sales engineers.

In 2021, Royer Coons became the first woman and Asian American to be elected president of the Enterprise Technology Management Association (ETMA), a nonprofit industry association of technology solution providers. She has also received the Chuck Mache Award, an honor given annually by Intelisys for being a role model in the channel. In addition, she was named to the inaugural Channel Futures DE&I 101 list for her commitment to driving diversity, equity and inclusion initiatives in the channel.

Entrepreneurial Role Models

With her promotion to CEO, Royer Coons joins a growing list of woman executives breaking barriers in tech. In addition, she adds to her accomplishments as a third-generation entrepreneurial female. An American born and raised in Hong Kong, Royer Coons follows in the footsteps of a grandmother and mother who ran a successful business there.

“I think being a business entrepreneur is in my DNA,” Royer Coons told Channel Futures. “I watched them. I helped them. That was part of my upbringing.

“I saw their fearlessness. Nothing was going to hold these women back. Many times, I saw them stumble and have to dust themselves off. I learned about sheer hard work, perseverance and creativity.”

Royer Coons credits the fearlessness and dedication she inherited for her ability to “just keep going” and eventually ascend to the position of CEO at Advantix.

“I am deeply honored to step into the CEO role and lead such a talented team through our next phase of growth,” said Royer Coons. “I’d like to thank Brad Frazier and Nathan Brown for being my business partners and embracing change as the only constant in our business. I’d like to thank our employees for their hard work and dedication, and our channel partners for their collaboration and commitment to delivering innovative technology solutions to customers.

“With our MCx launch, it’s an exciting time at Advantix and I’m extremely optimistic for the future of our great company.”

Want to contact the author directly about this story? Have ideas for a follow-up article? Email Buffy Naylor or connect with her on LinkedIn.


Read more about:


About the Author(s)

Buffy Naylor

Senior Managing Editor, Channel Futures

Buffy Naylor is senior managing editor of Channel Futures. Prior to joining Informa (then VIRGO) in 2008, she was an award-winning copywriter and editor, then senior manager of corporate communications for an international leisure travel corporation and, before that, in charge of creative development and copywriting for a boutique marketing and public relations agency.

Free Newsletters for the Channel
Register for Your Free Newsletter Now

You May Also Like