#Canada #Toronto #ROLLER #Tequity Advisors #BookNow Software

Tequity Facilitates Major Acquisition: BookNow Software Joins ROLLER

In a significant development within the SaaS industry, BookNow Software, a UK-based CRM-focused booking and operations platform, has been acquired by ROLLER, a global venue management solution provider. This acquisition is pivotal, enhancing ROLLER's capabilities to serve its European and U.S. clientele more effectively while marking the 28th Salesforce-related transaction facilitated by Tequity, a leading North American M&A advisory firm.

The acquisition, announced on October 10, 2025, highlights the increasing importance of cloud-based solutions in improving guest engagement and operational efficiency in the entertainment and leisure sectors. Tequity acted as the exclusive financial advisor to BookNow throughout the process, showcasing its adeptness in handling complex transactions within the B2B SaaS realm.

Strategic Vision Behind the Acquisition

With the aim of providing seamless experiences to guests across venues, BookNow has consistently been at the forefront of utilizing data-driven methodologies to optimize booking processes for attractions and leisure facilities. Founded with a mission to support large enterprises within the Salesforce ecosystem, BookNow has established a strong reputation for delivering innovative CRM-centric solutions.

Luke Sims, Managing Director of BookNow, expressed enthusiasm about the merger, stating, "When we started BookNow, we aimed to cater specifically to large enterprise attractions. Joining forces with ROLLER was a natural progression to further our mission of elevating guest experiences. Together, we will achieve incredible results for our customers."

ROLLER, headquartered in Austin, Texas, stands out with its comprehensive platform that supports over 3,000 venues across more than 30 countries. The company offers a wide range of services, including ticketing, payment processing, memberships, and guest feedback systems. The integration of BookNow is expected to deepen ROLLER's expertise in CRM interoperability and greatly enhance its service capabilities to European and U.S. customers.

Synergistic Strengths

Luke Finn, the CEO of ROLLER, acknowledged the shared vision between both companies: "BookNow and ROLLER are united in our goal to enhance guest experiences while driving growth for leisure businesses. This collaboration amplifies our ability to deliver exceptional experiences to customers globally."

The need for robust and efficient guest management systems is growing rapidly, especially in a post-pandemic world where customer engagement is paramount. The merger not only positions ROLLER as a leader in the venue management space but also showcases Tequity’s prowess in navigating acquisitions seamlessly.

Gareth Stephens, President of BookNow Software, highlighted Tequity's role in this transition, stating, "We appreciated Tequity's guidance throughout this acquisition journey. Their deep knowledge of the Salesforce ecosystem and the SaaS sector ensured everything proceeded without hitches."

Anish Singla, President and Co-Founder of Tequity, remarked on BookNow’s remarkable trajectory and its alignment with ROLLER’s expansive vision: "BookNow exemplifies entrepreneurial spirit and consistent value delivery within the Salesforce landscape. We are proud to connect them with ROLLER, whose innovative culture aligns perfectly with their mission."

Conclusion

This acquisition marks a substantial milestone not just for both companies, but for the entire SaaS landscape focused on guest experience enhancement. As Tequity continues to lead in M&A advisory within this sector, the future looks promising for integrated solutions that elevate how attractions manage customer interactions.

For more information on Tequity and their advisory services, visit Tequity Advisors.