G2C Ventures (fka TBP VF1)

What G2C Ventures (fka TBP VF1) does

True Blue Partners, operating through the recently launched G2C Venture Partners (formerly TBP VF1), is a boutique M&A advisory and investment firm exclusively focused on the Information Technology sector, spanning Enterprise Software, SaaS, Tech-Enabled Services, and IT Services. The firm offers three core service lines: M&A Advisory (sell-side and buy-side processes including broad auctions, reverse auctions, and one-to-one negotiations), Private Placement/Capital Raising (financial modeling, value articulation, and investor matching with VCs, growth equity, and strategics), and Buyouts & Investments (selective equity participation from the firm's balance sheet). A fourth offering, the Co-Investment Syndicate, organizes external investors and operators from the firm's network to participate alongside the firm in growth financings.

The firm is headquartered at 1999 S. Bascom Ave, Suite 700, Campbell, California, with a small team of 1-10 employees. It is founder-led by Managing Partner Sunil Grover (former Morgan Stanley and martinwolf M&A advisor, prior SaaS CEO) with Operating Partner Subhash Tantry (former CEO of Fox Technologies, CTO of CenterBeam, co-founder of Vigilance) and partners Vik Ghai and Amar Chokhawala on the G2C venture side. Securities are offered through Bridge Capital Associates, Inc., a registered broker-dealer, indicating the firm does not directly manage a registered fund but operates via a networking/co-investment model.

In April 2025, the firm launched G2C Venture Partners as an early-stage venture fund focused on incubating and building companies with Enterprise AI founders, extending beyond pure advisory into active venture investing. The firm has executed notable transactions including advising on Nasdaq's $10.5B acquisition of Adenza (2023), Innominds' acquisition of Nymi, Genpact's acquisition of Enquero, Elemica's acquisition of ProcessWeaver, Paystand's acquisition of Yaydoo, and leading growth equity syndicates for 3CLogic and OSF Commerce.

Name

G2C Ventures (fka TBP VF1)

Legal name

True Blue Partners, LLC

Website

https://truebluepartners.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

True Blue Partners is a boutique M&A advisory and investment firm exclusively focused on Enterprise Software, SaaS, IT Services, and Tech-Enabled Services, providing sell-side and buy-side advisory, capital raising, and selective equity investments. It recently launched G2C Venture Partners, an early-stage Enterprise AI venture fund.

Ownership category

akta.pro rank

Product category

M&A Advisory and Investment Banking

NAICS

Portfolio Management and Investment Advice (523940), Miscellaneous Intermediation (523910), All Other Financial Investment Activities (52399)

SIC

Investment Advice (6282), Services-Management Consulting Services (8742)

akta.pro primary industry

Sector-Focused Venture Capital (Vertical Specialists) (FSANAAAD)

akta.pro secondary industries

Business Services (B2B) Growth Equity (FSANACAD), Multi-Sector / Generalist Growth Equity (FSANACAO)

Keywords

• Mergers acquisitions advisory
• Private capital raising
• Enterprise software advisory
• Venture capital investing
• Tech enabled services

Headquarters

HQ city

Palo Alto

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Venture Fund Management: Early stage venture fund focused on incubating and building companies with founders in Enterprise AI

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

G2C Ventures, operating as True Blue Partners, is a boutique M&A advisory and selective investment firm exclusively serving the lower mid-market Information Technology sector — Enterprise Software, SaaS, Tech-Enabled Services, and IT Services. The firm sells three core advisory products (M&A advisory, Private Placement/Capital Raising, and Buyouts & Investments), organizes co-investment syndicates with its network, and in April 2025 launched G2C Venture Partners, an early-stage venture fund focused on incubating and building Enterprise AI companies with founders.

Product overview

G2C Ventures (fka TBP VF1), operating as True Blue Partners, is a boutique M&A advisory firm exclusively focused on Information Technology sectors including Enterprise Software, SaaS, Tech-Enabled Services, and IT Services. The firm offers three core service products: M&A Advisory (covering buy-side and sell-side transactions through various process types), Private Placement/Capital Raising (helping companies secure growth capital and connect with appropriate investors), and Buyouts & Investments (selective equity participations from the firm's balance sheet). The firm also organizes co-investment syndicates with its network of investors and entrepreneurs. The firm's approach combines rigorous financial analysis with deep operational expertise gained from experience as software entrepreneurs and turnaround operators.

Differentiator

Problem solved

Functional benefit

Brands

• G2C Venture Partners: Early stage venture fund focused on incubating and building companies with founders in Enterprise AI

Products and services

• Mergers & Acquisitions Advisory Boutique M&A advisory services exclusively focused on Information Technology, including Enterprise Software, SaaS, Tech-Enabled Services, and IT Services. Provides sell-side and buy-side advisory, including broad auction processes, reverse auctions, and one-to-one negotiations. Target customer is the founder, CEO, or board of a lower mid-market IT company.
• Private Placement / Capital Raising Advisory services for IT entrepreneurs seeking to raise private capital, including developing comprehensive financial models, articulating value creation opportunities, and matching clients with appropriate investors including venture capitalists, growth equity firms, and strategic investors. Target customer is a growth-stage IT company founder or CFO.
• Buyouts & Investments Selective equity investments and acquisitions from the firm's balance sheet in Enterprise Software and IT Services businesses, focused on opportunities where the firm can contribute meaningfully through its network and expertise for long-term growth and profitability. Target customer is an IT business owner seeking a strategic equity partner.
• Co-Investment Syndicate Organization of co-investment syndicates to fund growth financing for promising companies in enterprise software and IT services sectors, typically involving the firm's network of investors and entrepreneurs as co-investors or operators. Target customer is a growth-stage IT company seeking syndicated growth capital.
• G2C Venture Partners (Enterprise AI Early-Stage Fund) Early-stage venture fund that incubates and builds companies with founders in Enterprise AI, providing capital plus operator mentorship through the firm's network. Target customer is an early-stage Enterprise AI founder.

Named customers1 record

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Vik GhaicoreStrategic or Co-development Partner · 1 April 2025Co-founder and partner at G2C Venture Partners, bringing expertise to the early-stage Enterprise AI fund
• Amar ChokhawalacoreStrategic or Co-development Partner · 1 April 2025Co-founder and partner at G2C Venture Partners, contributing to the fund's Enterprise AI focus

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• martinwolf M&A Advisors: Mid-market M&A advisory firm exclusively focused on the IT industry, providing sell-side and buy-side advisory. Sunil Grover previously worked at martinwolf, making it the most direct boutique-IT advisory peer.
• Software Equity Partners: Boutique investment bank focused exclusively on software and SaaS M&A advisory. Directly comparable in target client (mid-market software founders/exits), service offering (sell-side advisory), and sector exclusivity.
• Union Square Advisors: Technology-focused M&A advisory firm serving mid-market software, SaaS, and tech-enabled services companies. Comparable in deal size profile, sector focus, and dual advisory + capital-raise service offering.
• Capitan Investment Partners: Co-investor alongside True Blue Partners in 3CLogic's Series B financing. Comparable as a sector-aligned growth equity partner co-investing in enterprise software.
• Corum Group: Technology M&A advisory firm focused on software and IT services companies. Closely matches TBP's exclusive IT focus, mid-market positioning, and sell-side advisory orientation.

Broad incumbents

• Houlihan Lokey: Large global investment bank with a dedicated Tech M&A practice. Competes with TBP on mid-to-upper mid-market IT transactions and represents the bulge-bracket incumbent in the same software/SaaS deal universe.
• Insight Partners: Large-scale software and technology investor with both growth equity and venture activities. Comparable as a sector-focused investor in enterprise software/SaaS, though much larger in AUM and stage.
• Bessemer Venture Partners: Long-standing venture investor with deep enterprise software and now Enterprise AI exposure. Comparable in sector focus (enterprise/AI) but operates at vastly larger scale across multiple fund vintages.
• Salesforce Ventures: Corporate venture arm of Salesforce that co-invested in OSF Commerce alongside TBP. Comparable as a strategic investor in the enterprise software ecosystem that the firm both advises and co-invests with.

Emerging players

• AI Fund: Early-stage venture fund exclusively focused on AI startups, founded by Andrew Ng. Comparable as a sector-specialist early-stage AI fund, providing a direct analogue to G2C's Enterprise AI mandate.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/true-blue-partners-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments20 records

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

Frequently asked questions about G2C Ventures (fka TBP VF1)