GTCR, a leading private equity firm, announced it has signed a definitive agreement to acquire FMG Suite from Aurora Capital Partners. FMG Suite is a premier provider of marketing automation software for financial advisors and insurance professionals.
Under GTCR’s ownership, FMG plans to expand its AI capabilities, scale its enterprise relationships, and drive innovation in the front office. The partnership is a strategic move to build on FMG’s history of customer-centric product innovation.
Founded in 2011, FMG Suite helps over 50,000 financial professionals and more than 3,500 property and casualty insurance agencies drive organic growth through its marketing automation solutions. Its platform features a robust content library and integrated compliance workflows, offering a “one-stop-shop” for advisors focused on client engagement.
This acquisition adds to GTCR’s extensive history of investing in wealth, marketing, and insurance services and technology. The firm’s current portfolio includes investments in companies such as AssetMark, AssuredPartners, and CAPTRUST.
The deal is expected to close in the third quarter of 2025.
Advisors/counsel/support: Lincoln International and William Blair served as financial advisors and Gibson, Dunn & Crutcher served as legal counsel to FMG. Ardea Partners, Baird and Harris Williams served as financial advisors and Simpson Thacher & Bartlett served as legal counsel to GTCR.
KEY QUOTES:
“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. 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.”
Michael Hollander, Managing Director at GTCR
“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. 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.”
Scott White, CEO of FMG
“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.”
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. 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.”
Lizzie Wintle, Director at GTCR
“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.”
Bianca Sganga, Principal at Aurora
