GTCR's Acquisition of FMG Suite: A New Chapter in Marketing Automation for Advisors
In a significant move within the financial services industry, GTCR, a prominent private equity firm, has officially entered into a definitive agreement to acquire FMG Suite, one of the leading providers of advisor-led marketing automation software. This acquisition, announced on July 29, 2025, highlights GTCR’s commitment to enhancing product offerings and technological capabilities that cater to the evolving needs of financial advisors and insurance professionals.
FMG Suite, founded in 2011, has carved out a substantial niche by offering state-of-the-art marketing automation solutions tailored for wealth advisors and insurance agents. By providing a unified platform, FMG significantly aids professionals in driving organic growth through omnichannel marketing strategies designed for efficiency and compliance. Currently, FMG proudly serves over 50,000 financial professionals and, through its Agency Revolution brand, more than 3,500 property and casualty insurance agencies. This expansive network underscores the company’s integral role in the financial services market, making this acquisition strategically advantageous for GTCR.
GTCR's acquisition is poised to catalyze further innovation within FMG Suite. Under GTCR's stewardship, the firm plans to leverage FMG's extensive history of customer-focused product development to enhance the existing product suite and technology capabilities. This strategic vision aligns with GTCR’s enduring history of investing in wealth management, marketing, and insurance technology businesses, evidenced by its portfolio of companies such as AssetMark, AssuredPartners, CAPTRUST, Foundation Source, Simpli.fi, and Winged Keel.
Michael Hollander, a Managing Director at GTCR, expressed enthusiasm about the acquisition, noting, “Scott and his team have built an exceptional business that is uniquely positioned to serve advisors and insurance professionals' growing need for innovative and impactful tools to drive increased organic growth.” The optimism surrounding the partnership highlights the clear potential for FMG to continue scaling its platform and enhancing the value delivered to advisors and financial professionals.
Scott White, FMG's CEO, also conveyed his excitement about the transition, thanking Aurora Capital Partners for their support over the years while indicating eagerness to collaborate with GTCR. He remarked, “GTCR's deep knowledge in wealth, marketing, and insurance combined with a long track record of scaling category leaders makes them an ideal strategic partner.” This statement reflects a shared vision for the future, centering on fostering growth for financial and insurance professionals.
The transaction, expected to finalize in the third quarter of 2025, signifies a powerful endorsement of FMG's position within its sector. The firms involved in the financial advisory aspects of the transaction include Lincoln International LLC and William Blair, while legal counsel was provided by Gibson, Dunn & Crutcher LLP for FMG and Simpson Thacher & Bartlett LLP for GTCR. This transition not only showcases GTCR's ongoing commitment to investing in growing sectors but also signals FMG's readiness to further its objectives with enhanced support and resources.
As the financial services landscape continues to evolve, the acquisition of FMG Suite by GTCR is expected to open new avenues for innovation within marketing automation, ultimately benefiting a broader range of financial professionals and their clients. The emphasis on expanding AI capabilities and building robust enterprise relationships will be pivotal as FMG strives to respond to the changing demands of the industry.
FMG Suite remains dedicated to empowering financial advisors through innovative marketing automation solutions. With GTCR's backing, the company aims to further solidify its market position, enhance its technological framework, and continue leading the way in developing best-in-class marketing strategies that drive effective client engagement. Thus, this acquisition not only represents a significant financial transaction but also marks a transformative step toward the future of advisor-led marketing.
FMG Suite, founded in 2011, has carved out a substantial niche by offering state-of-the-art marketing automation solutions tailored for wealth advisors and insurance agents. By providing a unified platform, FMG significantly aids professionals in driving organic growth through omnichannel marketing strategies designed for efficiency and compliance. Currently, FMG proudly serves over 50,000 financial professionals and, through its Agency Revolution brand, more than 3,500 property and casualty insurance agencies. This expansive network underscores the company’s integral role in the financial services market, making this acquisition strategically advantageous for GTCR.
GTCR's acquisition is poised to catalyze further innovation within FMG Suite. Under GTCR's stewardship, the firm plans to leverage FMG's extensive history of customer-focused product development to enhance the existing product suite and technology capabilities. This strategic vision aligns with GTCR’s enduring history of investing in wealth management, marketing, and insurance technology businesses, evidenced by its portfolio of companies such as AssetMark, AssuredPartners, CAPTRUST, Foundation Source, Simpli.fi, and Winged Keel.
Michael Hollander, a Managing Director at GTCR, expressed enthusiasm about the acquisition, noting, “Scott and his team have built an exceptional business that is uniquely positioned to serve advisors and insurance professionals' growing need for innovative and impactful tools to drive increased organic growth.” The optimism surrounding the partnership highlights the clear potential for FMG to continue scaling its platform and enhancing the value delivered to advisors and financial professionals.
Scott White, FMG's CEO, also conveyed his excitement about the transition, thanking Aurora Capital Partners for their support over the years while indicating eagerness to collaborate with GTCR. He remarked, “GTCR's deep knowledge in wealth, marketing, and insurance combined with a long track record of scaling category leaders makes them an ideal strategic partner.” This statement reflects a shared vision for the future, centering on fostering growth for financial and insurance professionals.
The transaction, expected to finalize in the third quarter of 2025, signifies a powerful endorsement of FMG's position within its sector. The firms involved in the financial advisory aspects of the transaction include Lincoln International LLC and William Blair, while legal counsel was provided by Gibson, Dunn & Crutcher LLP for FMG and Simpson Thacher & Bartlett LLP for GTCR. This transition not only showcases GTCR's ongoing commitment to investing in growing sectors but also signals FMG's readiness to further its objectives with enhanced support and resources.
As the financial services landscape continues to evolve, the acquisition of FMG Suite by GTCR is expected to open new avenues for innovation within marketing automation, ultimately benefiting a broader range of financial professionals and their clients. The emphasis on expanding AI capabilities and building robust enterprise relationships will be pivotal as FMG strives to respond to the changing demands of the industry.
FMG Suite remains dedicated to empowering financial advisors through innovative marketing automation solutions. With GTCR's backing, the company aims to further solidify its market position, enhance its technological framework, and continue leading the way in developing best-in-class marketing strategies that drive effective client engagement. Thus, this acquisition not only represents a significant financial transaction but also marks a transformative step toward the future of advisor-led marketing.
Topics Financial Services & Investing）
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