The acquisition was negotiated with the support of Price Bailey’s SCF department.
SCF Partner Phil Sharpe explains more.
The London and Essex-based technology company, Brightgen, primarily partners with CRM aggregate software Salesforce which aims to help marketing, sales, commerce, service, and IT teams synergise more effectively. Award-winning BrightGen focuses on enabling clients to provide optimal experiences to their customers. It has grown significantly in recent years and now one of the largest implementers of Salesforce’s software with many global clients. Their management team will continue to lead the company and provide utmost autonomy at the benefit of clients and customers.
Credera made the investment as a move to expand its digital transformation reach, as well as expanded depth in marketing technology and customer experience capabilities. The firm is part of Omnicom’s Precision Marketing Group (OPMG) which specialises in digital and customer relationship management.
Rob Stevens and Martin Tyte, Co-CEOs and Co-Founders of BrightGen commented, “Having established BrightGen in 2006, the past 15 years of building the team and client relationships has been fantastic. BrightGen is now ready to take the next step in our growth through a partnership with Credera and Omnicom.
“Together, we have the strategic vision and cultural fit that will expand our capabilities and accelerate our growth,” they continued. “This is an exciting time for the business and our team.”
Justin Bell, President and CEO of Credera said, “We remain committed to prioritising investment in organisations that create remarkable customer experiences with meaningful outcomes for our diverse client base and we have tremendous confidence that BrightGen’s depths of expertise will better enable us to do just that.”
Price Bailey’s SCF Partner Phil Sharpe helped negotiate the sale commented: “We are thrilled to have had the opportunity to advise on the sale of BrightGen. The deal has delivered a great outcome for all parties involved. BrightGen’s acquisition by Credera again demonstrates how successful local businesses are achieving international recognition.”
Rob and Martin commented, “We were delighted to have engaged the Price Bailey team who supported us through this exciting and fast-paced sale process.”
Anna Bowes, Finance Director added, “Good advice and lots of preparation before you embark on your sale is key to a smooth journey through the process and achieving a successful outcome. Having a team around that you trust and who you know are on your side proved invaluable to us. It is important to not under-estimate the amount of time, effort and emotion it will take to get through due diligence! The PB team were on hand whenever we needed them, with a calm voice and their collective experience helped guide us through this complex and challenging process. I cannot thank them enough for their support.”