GTCR Agrees to Buy FMG Suite from Aurora Partners - InforCapital

GTCR, a leading U.S.-based private equity firm, has announced a definitive agreement to acquire FMG Suite, a prominent provider of marketing automation software for financial advisors and insurance professionals, from Aurora Capital Partners. The acquisition is expected to close in the third quarter of 2025.

This move positions GTCR to capitalize on the growing global demand for AI-powered tools in the financial services industry. FMG’s platform serves over 50,000 financial professionals across the United States and abroad, offering scalable marketing tools that combine automation, compliance, and omnichannel engagement.

The acquisition reflects a broader trend of private equity investments targeting marketing and compliance technology for regulated industries. Similar moves include Warburg Pincus’s investment in AdvisorEngine and Hg Capital’s acquisition of Litera in the legaltech space—both aimed at expanding digital tools that enhance efficiency and compliance in professional services.

FMG Suite’s all-in-one platform, which includes email, social media, SMS, video, and website tools, is used to help advisors worldwide improve customer engagement while navigating increasingly complex regulatory frameworks. Under GTCR’s ownership, FMG will focus on enhancing its AI capabilities, expanding its enterprise offering, and entering new international markets.

Michael Hollander, Managing Director at GTCR, emphasized FMG’s strong market position and the opportunity to accelerate growth globally. “We see FMG as a critical enabler of digital transformation in the financial advisory space. Their ability to provide compliant, scalable marketing solutions aligns with what firms worldwide are demanding,” he said.

Scott White, CEO of FMG, noted that the partnership with GTCR marks a pivotal moment. “We’ve built a powerful platform that helps advisors connect with clients in a meaningful and compliant way. With GTCR’s backing, we can now expand our reach globally and invest heavily in product innovation,” he stated.

The deal further illustrates how private equity firms are prioritizing software companies that enable professionals in regulated markets—such as finance, law, and healthcare—to scale operations and remain compliant. According to industry analysts, this vertical software focus offers high recurring revenue and strong customer retention, making companies like FMG attractive targets.

Financial advisory firms worldwide, particularly in regions with growing regulatory complexity such as the EU, Canada, and APAC, are increasingly turning to platforms like FMG to modernize their outreach and stay competitive. GTCR’s investment could pave the way for FMG to expand into these high-potential international markets.

The transaction is supported by Lincoln International LLC and William Blair as financial advisors, with legal counsel provided by Gibson, Dunn & Crutcher LLP. GTCR was advised by Ardea Partners LP, Baird, and Harris Williams, with legal counsel from Simpson Thacher & Bartlett LLP.