Bay Area Business Broker

The Bay Advisors



Antoinette Gonzales Norris

“I’ve always loved helping people, and what appeals to me most as a broker is working directly with business owners and assuring them that their dreams can happen. I’ve sold a thriving business, so I know the landscape and what sellers can expect during the journey ahead. I help them navigate the complexities of selling a business, blending brokerage expertise with a compassionate approach that represents the very best of what my industry can be.” 

The Bay Advisors | Affiliate of Zoom Business Brokers

Antoinette Gonzales Norris is a professional business broker with more than 25 years of experience in business, both in leadership positions and as a business owner. In 2023, Antoinette was recognized by the International Business Brokers Association (IBBA) as a Top Performing Broker and awarded one of IBBA’s highest honors, the Chairman’s Circle Award, which recognizes those who closed one or more business deals amounting to $3M+ in total purchase price during the previous calendar year.

Selling can be an emotional and stressful process. With honesty and great respect, Antoinette makes it clear, from the very first meeting, that she is there to help her clients realize success if their expectations are realistic. In an industry of extremes, she has gained a reputation for trustworthiness and excellence among her clients and colleagues.

Raised and educated in the San Francisco Bay Area, Antoinette founded her business brokerage firm, The Bay Advisors, in 2019, after successfully selling a former business she had built from the ground up. That selling process was an invaluable experience for her and sparked her interest in helping other business owners through the often challenging, but ultimately rewarding, process of selling a business and transitioning on to a new adventure.

As an affiliate of Zoom Business Brokers, Antoinette partners with a team of highly accomplished professionals who embody more than 100 years of collective real-world brokerage experience across all industries.


Prior to starting her first company, Antoinette worked in sales and hi-tech, eventually managing more than 80 employees at an Apple customer service center in Austin, Texas. She left Apple to tap into her entrepreneurial spirt and start her first company, where she was solely responsible for financials and accounting, HR and payroll, marketing, competition, and all daily operations. With a desire to return to her home state, Antoinette put her company on the market and, with the help of a business broker, successfully sold her business and moved back to the Bay Area.

The experience of selling her business was never far from her thoughts as she was drawn to the idea of helping other business owners sell their businesses by offering expert advice and honest, reliable service. For that reason, Antoinette founded The Bay Advisors, serving clients throughout California and across the United States. She handles the entire planning process and successful sale of businesses—for the best price—while sellers continue to run their day-to-day operations.

A lifelong learner and active networker, Antoinette earned a B.A. from Santa Clara University and enjoys keeping up to date on industry news, trends, and educational opportunities that continue to enhance her skill sets. She is a Certified Business Broker (CBB) through the California Association of Business Brokers and a member of the International Business Brokers Association.

The Bay Advisors


The Bay Advisors

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