In 2022, Morgan Salsman transitioned a legacy group into what is now LQD Assets, determined to create a business that could stand on its own with a clear structure and long-term vision. Since then, she has raised more than $21 million, delivered strong gains to investors, and carved out a name for herself in the male-dominated worlds of bourbon and private investment. Her journey highlights resilience, adaptability, and a deep commitment to building trust in high-value industries.
This interview is part of Exeleon’s Emerging Women Entrepreneurs Series, where we spotlight the unique stories of new entrepreneurs who are breaking barriers and creating lasting impact.
Morgan, you transitioned a legacy group into LQD Assets back in 2022. What inspired you to take that leap, and how did you navigate the shift to a founder-led business model?
Morgan Salsman: I had been working with the group for a few years, and it became clear that we were reaching the end of our trial period. I saw room to grow beyond what we had. I wasn’t ready to hang up the cleats and wanted to build something that could stand on its own with a clear structure and vision for where it was headed. Making the shift meant starting small with our current investor pool. From there, we were able to scale.
Since founding LQD Assets, you’ve raised over $21M and returned strong gains to your investors. What’s been your approach to building trust and delivering performance in a high-value investment industry?
Morgan Salsman: Everything starts with relationships. I take time to really get to know investors and what they care about. I am very open about both the upside and the risks, and I make sure people understand how the process works before they commit. Being transparent about the challenges builds confidence because no one feels misled. That openness, combined with consistent follow-through, has been the foundation of trust.
You wear many hats, running investment operations, managing large-scale storage, and consulting for whiskey brands. How do you balance these distinct areas of the business day-to-day?
Morgan Salsman: It comes down to being clear about priorities, which is not always easy for me because I like to move fast and seek solutions immediately. I am very action-oriented. The warehouses run smoothly because the systems are solid. Consulting requires more flexibility, so I carve out time each week to give it focus. The investment fund works in seasons. There are stretches where everything happens at once and it needs my full attention, and then there are quieter stretches where things are steady in the background. Balance is less about dividing time evenly and more about knowing what truly needs me in the moment. The reality is that some things just have to wait.
What were some of the early challenges you faced as a young female founder in a male-dominated industry like bourbon and private investment, and how did you overcome them?
Morgan Salsman: In the beginning, I heard a lot of no’s. Some of that came from being young and unproven, and some of it was simply the reality of an industry that was at the time stretched to its capacity. It took persistence to keep showing up and asking again in different ways. I focused on showing how I could provide value first before asking for a favor. Over time, as I raised capital and managed larger inventories, people started to see I was serious and could deliver. Those early rejections shaped the resilience I lean on now, and a few of them came back around.
You’ve supported more than 25 whiskey brands through consulting. What are the most common challenges these brands face, and how does LQD Assets help solve them?
Morgan Salsman: Most brands struggle with cost and consistency. Whiskey takes both money and patience, and smaller brands often don’t have the capital to build solid operations or secure the inventory they need. I step in to help them source barrels, manage production, and handle logistics so they can grow without hitting those walls. Sometimes that looks like making the right introductions, and other times it’s building a full sourcing and growth plan.
I also push founders to look at their financials as a whole. It is not just what it costs to get liquid into a bottle. You have to factor in marketing, advertising, sales, and outside support, while still making sure the product is priced in a way consumers can actually buy it.
As a new entrepreneur, how have you dealt with self-doubt, decision fatigue, or imposter syndrome, if at all?
Morgan Salsman: Delusion? …kidding, but not really. No one will ever believe in what you’re building more than you do, so if you don’t, who will? I surround myself with people who support that belief and cheer me on. They give me confidence and bring me back to center when my faith is wavering, but they also keep me grounded and help correct my path when I need it.
What keeps me steady are practicing gratitude, maintaining a strong routine, and celebrating all wins no matter how small. Signing a client, filling a warehouse, or seeing brands succeed are all reminders that the work is moving forward, even on the days when doubt creeps in.
What advice would you give to other young women looking to build a business in a legacy or male-dominated industry?
Morgan Salsman: Don’t let your gender become part of the story. Focus on being so good at what you do that it stops being a question altogether. The people who matter will respect results, and results come from consistency, hard work, and showing up even when it is difficult.
Surround yourself with people who believe in your vision and want to see you succeed. Legacy industries always have room for new voices, and the best way to earn that space is through excellence.
