What Assure does

Assure is a private, Utah-based (Salt Lake City) financial-services firm founded in 2012 that specializes in special purpose vehicles (SPVs) and fund administration for the private investment marketplace. The company serves sponsors and intermediaries running pooled investment vehicles — family offices, venture capital firms, syndicators, and advisors — and provides end-to-end SPV lifecycle services including investor onboarding, regulatory compliance, capital calls, distributions, tax preparation, and entity wind-down. Its client profile targets organizations completing at least five deals per year at roughly $1M+ per deal, with the company positioning itself as platform- and jurisdiction-agnostic rather than competing on a captive software stack.

The product surface includes a core SPV administration service, an analytics offering branded "Assure Analytics" (with dedicated leadership under Mack Kolarich as VP), and an SPV Concierge white-glove service tier that markets dedicated JD-led teams, cross-jurisdiction coverage, and a track record spanning 9,000+ SPVs, $12B in AUM, and 200,000+ global investors. In June 2019 Assure expanded into accelerator and program administration via the acquisition of BoomStartup, and in November 2019 it raised $2.15M from AfterWork Ventures, LAUNCH, The Syndicate.com, and West Quad Ventures. Leadership includes Alfonso Iovieno as Chief Strategy & Product Officer and Mack Kolarich as VP of Assure Analytics.

The revenue model is services-led: fees are tied to SPV formation, administration, and ongoing lifecycle work rather than disclosed SaaS subscriptions. With 51–100 employees, the firm operates as a mid-stage services business, and its competitive posture emphasizes breadth (any platform, any structure, any jurisdiction) and human expertise over proprietary technology. Strategic direction in the 2019 window — acquisition, fundraising, analytics productization, and C-suite product leadership — suggests an attempt to move from pure services toward higher-margin, recurring analytics and program-administration revenue streams.

Name

Assure

Website

https://assure.co

Company type

Private

Founded year

2012

Headcount range

51–100 employees

Short description

Assure is a Salt Lake City-based financial services firm (founded 2012) that provides special purpose vehicle (SPV) formation, fund administration, and analytics for family offices, VC firms, syndicators, and advisors in the private investment marketplace.

Ownership category

akta.pro rank

Product category

Fund Administration Services

NAICS

Funds, Trusts, and Other Financial Vehicles (525), Other Financial Vehicles (52599), Miscellaneous Intermediation (523910)

SIC

Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Unit Registry & Transfer Agency for Alternatives (Private Funds, SPVs, Closed-End) (FSAAAMAK)

akta.pro secondary industry

Fund Services & NAV Support (Fund Accounting Interfaces) (FSAFALAJ)

Keywords

• SPV administration services
• Fund administration
• Special purpose vehicles
• Private investment services
• Deal structuring

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Core offering

Assure provides specialized purpose vehicle (SPV) management and fund administration services for the private investment marketplace. Its SPV Concierge offering delivers customizable, white-glove, end-to-end SPV services — from entity formation and investor onboarding through tax preparation, regulatory compliance, and entity wind-down — supported by the SPV Concierge "Sally" software platform and dedicated Juris Doctor-led service teams.

Differentiator

Problem solved

Functional benefit

Products and services

• SPV Concierge Services White-glove, high-touch SPV administration service that guides clients through the full lifecycle of a special purpose vehicle — from entity formation, investor onboarding, tax preparation, and regulatory compliance through to entity shut-down — delivered by a dedicated Juris Doctor-led team and tailored to family offices, VC firms, syndicators, and advisors.
• SPV Concierge Sally Software Software offering supporting SPV Concierge's administration services, referenced alongside the firm's white-glove service to manage SPV workflows and lifecycle tasks.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Carta: Carta is a leading cap table, equity administration, and SPV management platform. It competes with Assure on SPV formation and administration, particularly for VC-backed issuers, but is a much broader platform spanning valuations, fund administration, and equity management.
• Republic: Republic operates a private investment platform offering SPVs, syndicates, and crowdfunding deals. It is a broader incumbent that competes with Assure on SPV-based private offerings and investor management.
• StartEngine: StartEngine is a private equity and alternative-asset crowdfunding platform that creates SPVs and pooled vehicles for issuers. It competes with Assure in SPV-based capital raising and investor administration.
• JP Morgan Fund Services: JP Morgan offers fund administration and transfer agency services for alternatives, including SPV and private fund structures. It is a much larger incumbent competing with Assure for higher-end administration mandates, particularly with institutional and large family office clients.

Direct peers

• AngelList (Tackle): AngelList (now Tackle) operates Rolling Funds, SPVs, and syndicated deal infrastructure for venture investors. It is a direct competitor to Assure in the SPV formation and administration space, especially for VCs, syndicators, and fund managers.
• The Syndicate.com: The Syndicate.com provides SPV and syndication tooling for individual investors and lead angels. It is a direct competitor on SPV formation and is notable for also being an investor in Assure, indicating overlap in target customer and product.
• Microventures: MicroVentures is a FINRA-registered broker-dealer that uses SPVs and pooled investment vehicles to give retail and accredited investors access to startups and private offerings. It competes with Assure on SPV structuring and investor administration.

Emerging players

• Clerky: Clerky provides online legal document preparation and incorporation/spinout services for startups and VCs. It overlaps with Assure in the formation-side workflows that feed SPV creation, though Clerky focuses on legal docs rather than full administration.
• Pulley: Pulley offers cap table management and equity plan administration for startups. It overlaps with Assure on the cap-table-adjacent workflows that often accompany SPVs, though Pulley's primary focus is equity management rather than SPV administration.
• KoreConX: KoreConX provides cap table, corporate compliance, and investor relations tools for private companies. It is an emerging player in the ecosystem that competes with Assure on investor onboarding and ongoing cap table services related to SPVs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights4 records

Customer concentration

• LinkedInlinkedin.com/company/assureco

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Assure