Private equity firm GTCR is deepening its influence in the wealth tech space with a definitive agreement to acquire FMG Suite.
The deal announced Tuesday would see FMG's ownership transfer from Aurora Capital Partners to GTCR.
FMG, founded in 2011, is a major provider of marketing automation software for financial advisors and insurance professionals, serving more than 50,000 financial professionals and over 3,500 property and casualty insurance agencies through its Agency Revolution brand.
Offering a range of digital marketing tools, content resources, and compliance workflows, FMG positions itself as a “one stop shop” for advisors seeking to enhance client engagement and drive organic growth.
The company has consistently ranked at the top for market share and customer satisfaction in the T3 Software Survey Report, and its client base includes partnerships with leading wealth management firms such as LPL, Atria, Commonwealth, Choreo, Osaic, Cetera, and Wealth Enhancement.
Under GTCR’s ownership, FMG is expected to continue developing its product suite and technology capabilities, with a focus on expanding its reach and meeting the evolving needs of advisors and insurance professionals.
The acquisition follows GTCR’s recent investments in the wealth and insurance technology space, including its 2024 acquisition of AssetMark, as well as AssuredPartners, CAPTRUST, Foundation Source, 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,” Michael Hollander, managing director at GTCR, said in a statement Tuesday. “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.”
Last month, FMG announced it's beefing up its platform with a suite of AI-powered tools – Overwatch, Sidekick, and Muse – aimed at content creation, compliance, and platform support. Those offerings are being rolled out in phases this year.
The company also recently expanded its partnership with Osaic, powering the myCMO engine for all of Osaic’s advisors and providing an Enterprise Analytics dashboard to help assess marketing ROI and advisor engagement.
“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.”
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