Norwest Equity Partners (NEP) today announced the establishment of a Partner, Originations role and the appointment of Jason Sondell to lead the firm’s origination strategy, market visibility, and early, differentiated access to high-quality investment opportunities.
Sondell has been with NEP for more than two decades and has played a central role across new investments, portfolio governance, and firm development through multiple market cycles. As Partner, Originations, he will lead firmwide efforts to deepen relationships with priority intermediaries, sharpen external messaging around NEP’s investment focus, and ensure consistent, early engagement on opportunities aligned with the firm’s strategy.
“Strong origination starts with clarity,” said Sondell. “When bankers, founders, and LPs understand how we think, where we focus, and how we engage, it changes the quality of the conversation from the very beginning. I’m excited to lead this effort and to make NEP’s strengths more visible, more consistent, and more repeatable as we continue building the firm for the long term.”
NEP invests primarily in founder- and family-led businesses across business services, consumer, and industrials sectors, partnering with management teams to help build enduring value. The role formalizes NEP’s disciplined approach to origination – prioritizing access, timing, and judgment – while reinforcing the firm’s long-standing Midwest presence.
“Origination quality is a direct reflection of who we are as investors,” said Tim DeVries, Managing Partner of NEP. “This role brings greater clarity and consistency to how we show up in the market – both to intermediaries and to our limited partners – and helps position NEP to engage earlier and more constructively on the right opportunities. Jason’s deep experience, credibility, and long-standing relationships make him the right person to lead this effort as we continue investing out of NEP XI and look to future funds.”
From the investment team’s perspective, the role strengthens both access and execution.
“Great outcomes start with the right conversations happening early,” said Tony Armand, Partner at Norwest Equity Partners. “Jason brings deep judgment and pattern recognition to those conversations, along with the ability to be clear and consistent about what we’re looking for. That combination helps us engage earlier, make better decisions, and execute more effectively for founders and business owners, intermediaries, and our investors.”
By providing senior-level continuity and disciplined follow-through across the intermediary landscape, the Partner, Originations role enhances NEP’s visibility and alignment in a competitive, well-intermediated market. Clear articulation of sector focus, deal profile, and engagement approach supports more efficient processes for investment banking partners and reinforces confidence among limited partners.
NEP is currently investing in Fund XI, continuing its strategy of partnering with high-quality businesses and management teams to drive sustainable growth and enduring success.
About Norwest Equity Partners
Norwest Equity Partners (NEP), a Norwest Capital strategy, seeks to invest in growing and profitable middle-market companies primarily across the business services, consumer, and industrials sectors. The firm creates long-term value by partnering with successful companies and fueling what’s already working to help them become industry leaders. Investing nationally from offices in Minneapolis and West Palm Beach, NEP takes a respectful, collaborative approach that sets it apart from other capital sources.