G2C Ventures (fka TBP VF1)
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.
- Company typePrivate
- Founded2004
- HeadquartersPalo Alto, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
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.
G2C Ventures (fka TBP VF1) firmographics
Firmographics- 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
G2C Ventures (fka TBP VF1) industry classification
Industry- 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
Where G2C Ventures (fka TBP VF1) is headquartered
LocationHeadquarters
- HQ city
- Palo Alto
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
G2C Ventures (fka TBP VF1) business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- 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
G2C Ventures (fka TBP VF1) product offering
Product offeringCore 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.
Companies that use G2C Ventures (fka TBP VF1)
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles3 records
G2C Ventures (fka TBP VF1) technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
G2C Ventures (fka TBP VF1) partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Vik GhaicoreCo-founder and partner at G2C Venture Partners, bringing expertise to the early-stage Enterprise AI fund
- Amar ChokhawalacoreCo-founder and partner at G2C Venture Partners, contributing to the fund's Enterprise AI focus
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
G2C Ventures (fka TBP VF1) competitors and assessment
Company assessmentDirect 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
G2C Ventures (fka TBP VF1) social profiles
Digital presenceG2C Ventures (fka TBP VF1) financial estimates
Financial estimateRevenue estimate
Valuation estimate
G2C Ventures (fka TBP VF1) leadership team
Management profileNumber of profiles
Profiles4 records
G2C Ventures (fka TBP VF1) funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
G2C Ventures (fka TBP VF1) M&A and investment
M&A and investmentM&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)
What does G2C Ventures (fka TBP VF1) do?
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.
Is G2C Ventures (fka TBP VF1) a public or private company?
G2C Ventures (fka TBP VF1) is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was G2C Ventures (fka TBP VF1) founded?
G2C Ventures (fka TBP VF1) was founded in 2004. It employs 1 to 10 people.
Where is G2C Ventures (fka TBP VF1) based?
G2C Ventures (fka TBP VF1) is headquartered in Palo Alto, United States, in the North America region.
How does G2C Ventures (fka TBP VF1) make money?
One revenue line is on record: venture Fund Management.
Who are G2C Ventures (fka TBP VF1)'s main competitors?
Direct peers on record are martinwolf M&A Advisors, Software Equity Partners, Union Square Advisors, Capitan Investment Partners and Corum Group. Broad incumbents are Houlihan Lokey, Insight Partners, Bessemer Venture Partners and Salesforce Ventures. AI Fund is listed as an emerging player.
Does G2C Ventures (fka TBP VF1) have an API?
No public API is recorded for G2C Ventures (fka TBP VF1).
What industry is G2C Ventures (fka TBP VF1) in?
G2C Ventures (fka TBP VF1)'s product category is M&A Advisory and Investment Banking. Its primary akta.pro industry code is FSANAAAD, Sector-Focused Venture Capital (Vertical Specialists), with a secondary code of FSANACAD, Business Services (B2B) Growth Equity. Its NAICS code is 523940 and its SIC code is 6282.