GTCR to Acquire FMG Suite from Aurora Capital Partners

Under GTCR's ownership, FMG will expand AI capabilities, scale enterprise relationships and pursue front-office innovation

CHICAGO, July 29, 2025 /PRNewswire/ -- GTCR, a leading private equity firm, announced today that it has signed a definitive agreement to acquire FMG Suite ("FMG" or "the Company"), one of the largest providers of advisor-led marketing automation software used by financial advisors and insurance professionals, from Aurora Capital Partners ("Aurora").

Founded in 2011, FMG provides marketing automation solutions to wealth advisory and insurance professionals, helping advisors and agents drive organic growth through omnichannel marketing solutions that maximize efficiency and ensure compliance. The Company's purpose-built platform, robust content library and integrated compliance workflows create a mission critical "one stop shop" for advisors seeking enhanced client engagement. FMG currently serves over 50,000 financial professionals and, through its Agency Revolution brand, over 3,500 property and casualty insurance agencies.

Leveraging FMG's history of customer-centric product innovation, under GTCR's ownership the Company will continue to build out its product suite and technology capabilities to meet the evolving needs of its client base and expand its market reach. FMG represents the latest partnership in GTCR's long history of investing in wealth, marketing and insurance services and technology, including current investments in AssetMark, AssuredPartners, CAPTRUST, Foundation Source, Simpli.fi and Winged Keel.

"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," said Michael Hollander, Managing Director at GTCR. "We've known Scott for many years and look forward to supporting him and the FMG team as they scale the platform and deliver increased value to more advisors and professionals, including building on their AI capabilities."

"We are thankful for the support and strategic guidance that Aurora has provided over the past five years and are excited to partner with GTCR in FMG's next phase of growth," said Scott White, CEO of FMG. "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 transaction is a powerful endorsement of our vision, our team and the role FMG plays in fueling growth for financial and insurance professionals and enterprises."

"We are grateful to Scott and the whole FMG team for their partnership, creativity and relentless positive energy which translated into excellent results for clients, team members and investors. We believe they have found an excellent partner in GTCR, and we wish them the best going forward," said Rob Fraser, Partner at Aurora. 

"FMG empowers advisors with intuitive, best-in-class marketing automation tools that are critical to driving timely, compliant client engagement," said Lizzie Wintle, Director at GTCR. "We're excited to partner with Scott and the leadership team to identify and pursue both organic and inorganic initiatives and opportunities that accelerate product innovation, broaden FMG's market reach and deepen its impact on the advisor-client relationship."

"We enjoyed working closely with the FMG team on critical investments in organic and acquisition growth, and are proud to have been a part of the Company's transformation in recent years. We are confident that FMG's brightest days lie ahead," said Bianca Sganga, Principal at Aurora.

The transaction is expected to close in the third quarter of 2025. Lincoln International LLC and William Blair served as financial advisors and Gibson, Dunn & Crutcher LLP served as legal counsel to FMG. Ardea Partners LP, Baird and Harris Williams served as financial advisors and Simpson Thacher & Bartlett LLP served as legal counsel to GTCR.

About GTCR
Founded in 1980, GTCR is a leading private equity firm that invests behind The Leaders Strategy™ – finding and partnering with management leaders in core domains to identify, acquire and build market-leading companies through organic growth and strategic acquisitions. GTCR is focused on investing in transformative growth in companies in the Business & Consumer Services, Financial Services & Technology, Healthcare and Technology, Media & Telecommunications sectors. Since its inception, GTCR has invested more than $30 billion in over 290 companies, and the firm currently manages approximately $50 billion in equity capital. GTCR is based in Chicago with offices in New York and West Palm Beach. For more information, please visit www.gtcr.com. Follow us on LinkedIn.

About FMG Suite
FMG is the leading all-in-one digital marketing platform empowering financial advisors, insurance agents, and enterprises with scalable and compliant marketing solutions designed to drive organic growth. Consistently ranked #1 in market share and customer satisfaction in the T3 Software Survey Report, FMG helps clients stay ahead of evolving trends and effectively implement marketing best practices. Through an intuitive, centralized platform, FMG enables users to efficiently manage websites, email, texting, social media, events, blogs, videos, and more—all in one place.

About Aurora Capital Partners
Aurora Capital Partners is a leading Los Angeles-based private equity firm with $6 billion in assets under management. Founded in 1991, the firm invests in middle-market companies with leading market positions, stable industry dynamics, attractive business model characteristics and actionable opportunities for growth in partnership with management. For more information about Aurora Capital Partners, visit: www.auroracap.com.

GTCR Media Contact
Josh Clarkson / Ryan Smith
[email protected] 

FMG Media Contact
Susan Theder
Chief Marketing & Experience Officer
[email protected] 

Aurora Capital Partners Media Contact
Taylor Ingraham / Max Rayden
[email protected]

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SOURCE GTCR