The Californer - GTCR to Acquire FMG Suite from Aurora Capital Partners

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CHICAGO, July 29, 2025 ~ GTCR, a prominent private equity firm, has announced its plans to acquire FMG Suite, a leading provider of marketing automation software for financial advisors and insurance professionals. The acquisition will be made from Aurora Capital Partners, who have been the owners of FMG since 2011.

FMG Suite was founded in 2011 and has since become a major player in the market for marketing automation solutions for wealth advisory and insurance professionals. Their platform offers a range of tools to help advisors and agents drive organic growth through efficient and compliant omnichannel marketing strategies. With over 50,000 financial professionals currently using their services, as well as over 3,500 property and casualty insurance agencies through their Agency Revolution brand, FMG has established itself as a trusted partner in the industry.

Under GTCR's ownership, FMG will continue to focus on customer-centric product innovation. The company plans to expand its product suite and technology capabilities to meet the evolving needs of its clients and reach new markets. This partnership with GTCR is just the latest in their long history of investing in wealth, marketing, and insurance services and technology. Some of their current investments include AssetMark, AssuredPartners, CAPTRUST, Foundation Source, Simpli.fi, and Winged Keel.

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Michael Hollander, Managing Director at GTCR expressed his confidence in FMG's potential for growth under their ownership. He stated that "Scott [White] and his team have built an exceptional business that is uniquely positioned to serve advisors' growing need for innovative tools." He also mentioned that they have known Scott for many years and are excited to support him as they scale the platform.

Scott White, CEO of FMG also shared his excitement about partnering with GTCR for the company's next phase of growth. He praised GTCR's expertise in wealth management, marketing, and insurance services as well as their track record of scaling successful companies. He believes that this partnership will help FMG deliver even more value to their clients and continue to fuel growth for financial and insurance professionals.

Aurora Capital Partners, who have been the owners of FMG for the past five years, expressed their gratitude for the partnership with FMG. Rob Fraser, Partner at Aurora, stated that they are confident that FMG has found an excellent partner in GTCR and wished them all the best going forward.

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Lizzie Wintle, Director at GTCR, highlighted the importance of FMG's marketing automation tools in empowering advisors to engage with their clients in a timely and compliant manner. She also mentioned their plans to pursue both organic and inorganic initiatives to accelerate product innovation and expand FMG's market reach.

Bianca Sganga, Principal at Aurora, also shared her pride in being a part of FMG's transformation over the years. She believes that the company's future is bright under GTCR's ownership.

The transaction is expected to be finalized in the third quarter of 2025. Financial advisors Lincoln International LLC and William Blair advised FMG on the deal while Gibson, Dunn & Crutcher LLP served as legal counsel. Ardea Partners LP, Baird, and Harris Williams acted as financial advisors for GTCR while Simpson Thacher & Bartlett LLP provided legal counsel.

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