G2M Solutions

What G2M Solutions does

G2M Solutions is a privately held UK-based professional services firm founded in 2013 by Paul Newton, providing white-label outsourced sales services to growth-stage software and technology companies targeting the UK and US Financial Services markets. The firm positions itself as an extension of the client's own sales team, executing new business sales campaigns end-to-end across Banking, Insurance, Wealth Management, Asset Management and Hedge Fund verticals. Its core technology is not a software product but a codified methodology — the proprietary "G2M Sales Methodology" — comprising sales templates, ICP/TAM frameworks, best-practice playbooks and the structured "G2M Standard Campaign" onboarding process, developed across a decade of engagements.

The company offers three service tiers: Sales As A Service (retained access to a Senior Sales Expert at ~1/3 FTE for ~£6,000/month plus a 25% ARR revenue share, executing from lead generation through close); Early Stage Business Development (Demand Generation Specialists for lead research and qualification from £3,000/month); and the G2M Deal Doctor Program (advisory engagements covering pipeline audits, go-to-market strategy, and sales training). Revenue is generated entirely through monthly retainer fees plus success-based revenue share; the firm is bootstrapped with no disclosed external investment, operates with a core team of three named professionals (Paul Newton, Rob Ridley, Susan Whitear) supplemented by fractional specialists, and delivers services exclusively through direct client engagement with no channel reseller model.

Name

G2M Solutions

Legal name

G2M Solutions Limited

Website

https://g2m.solutions

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

G2M Solutions is a UK-based white-label outsourced sales services firm that helps growth-stage software and technology companies enter and scale within the UK and US Financial Services markets through retained senior sales expertise, lead generation, and go-to-market advisory engagements.

Ownership category

akta.pro rank

Headquarters

HQ city

Witney

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Sales as a Service - Monthly Retainer: Annual retainer model with retained access to Senior Sales Expert (1/3 FTE approximately 1.5-2 days per week) plus success-based revenue share of 25% of ARR for the term. Provides complete sales execution from lead to close.
2. Early Stage Business Development - Monthly Retainer: Lead generation and qualification service delivered by Demand Generation Specialists. Monthly retainer from £3,000/month for research, targeting, approach, engagement and qualification of interest in target accounts.
3. G2M Deal Doctor Program: Expert sales advisory service providing best practice templates, pipeline audits, go-to-market strategy workshops, and sales training. Pricing not publicly disclosed.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

G2M Solutions provides white-label outsourced sales services for growth-stage software and technology companies targeting the UK and US Financial Services markets. Senior Sales Experts with 25+ years of Financial Services experience are retained by clients on a monthly basis to execute end-to-end new business sales campaigns — from ICP/TAM definition and lead targeting through to deal close — within Banking, Insurance, Wealth Management, Asset Management and Hedge Fund verticals.

Product overview

G2M Solutions is a specialist outsourced sales services firm (not a software product company) that provides white-label sales services for growth-stage software companies targeting UK and US Financial Markets. The company offers three core service offerings: Sales As A Service (retained access to Senior Sales Experts with 25+ years Financial Services experience who execute new business campaigns from lead to close); Early Stage Business Development (lead generation and qualification services); and the G2M Deal Doctor Program (sales coaching, pipeline audits, and go-to-market strategy development). These services are designed to help software vendors accelerate their go-to-market efforts in Banking, Insurance, Asset Management, Hedge Funds, and Wealth Management sectors without hiring permanent sales staff.

Differentiator

Problem solved

Functional benefit

Brands

• G2M Deal Doctor Program: Expert independent advice and knowledge with best practice templates and processes to help solve problems in the sales process, upskill sales teams, and improve win rates.
• Sales As A Service
• Early Stage Business Development

Products and services

• Sales As A Service White-label outsourced senior sales delivery for software and tech firms targeting UK and US Financial Services. Provides retained access to a Senior Sales Expert with 25+ years Financial Services experience (approximately 1.5–2 days per week / 1/3 FTE) who works as an extension of the client's sales team to execute new business campaigns from lead to close, including pipeline build, engagement, negotiation and deal close in Banking, Insurance, Wealth Management, Asset Management and Hedge Fund markets.
• Early Stage Business Development Lead generation and qualification service for software vendors entering or expanding in UK and US Financial Services. Demand Generation Specialists (lead by an Associate – Demand Generation Specialist) research, target, approach and engage with key buyer personas in target accounts, using G2M's IP, network contacts, GTM templates and standardized Campaign documentation to qualify interest for the client's software solution. Delivered on a monthly retainer from £3,000/month.
• G2M Deal Doctor Program Expert, independent sales advisory service that delivers best-practice templates and processes to solve problems in the client's sales process. Covers pipeline health audits, go-to-market strategy development, look-back / look-forward planning, sales coaching and sales training workshops designed to upskill sales teams and improve win rates. Targeted at software vendors selling into Financial Services who need diagnostic and enablement support rather than full outsourced sales execution.

Quantifiable outcome

• G2M client achieved £385,000 ARR in new business (20% above target) with pipeline built to £1.4 million
• +5 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Fundamental SoftwarecoreGTM or Marketing Partner · 22 October 2025G2M Solutions partnered with Fundamental Software to bring their Shadow NAV and Oversight technology (Fundamental Portfolio Manager) to UK investment industry. Rob Ridley (Associate Partner) leads UK market development. Partnership targets fund managers needing operational control and regulatory alignment for outsourced operations.
• Candour IdentitycoreGTM or Marketing Partner · 18 August 2025G2M partnered with Candour Identity to bring their FIDO Level 4 certified identity verification and fraud prevention technology to UK banking sector. Candour offers passive liveness solution with frictionless onboarding in seconds.
• Monocle SolutionscoreGTM or Marketing Partner · 15 May 2025G2M partnered with Monocle Solutions to help expand their footprint in UK Banking and Insurance markets. Monocle specializes in BCBS 239, IFRS 17, IFRS 9, Basel and other complex regulatory areas.
• Fintech FarmcoreStrategic or Co-development Partner · 8 February 2025G2M announced partnership with Helsinki-based Fintech Farm ecosystem. Partnership enables G2M to add value to more Nordic fintech businesses and deliver success in UK Banking, Insurance and Asset & Wealth Management markets.
• MORS SoftwarecoreGTM or Marketing Partner · 24 September 2024Ongoing partnership with MORS Software to take ALM and Treasury solution to market in UK and Mainland Europe. G2M has delivered new business success including UK and Netherlands client wins. Partnership extended for continued collaboration with expanded team.
• LeadingMileminorGTM or Marketing Partner · 27 June 2024Netherlands-based scale-up engaged G2M for Sales as a Service model to leverage G2M network and systematic GTM approach for UK market entry.
• CloudRiskminorGTM or Marketing Partner · 27 June 2024Netherlands-based scale-up engaged G2M for Sales as a Service model. CloudRisk provides regulatory reporting and compliance solutions.
• Photon SoftwarecoreGTM or Marketing Partner · 16 April 2024G2M partnered with Photon Software to take Photon Financial Hub Cloud for SAP to market across Banking and Insurance globally. Partnership leverages G2M's niche expertise in Financial Services software sales and marketing alongside SAP partnership.
• RegscapeminorGTM or Marketing Partner · 3 October 2023G2M provides specialist Sales as a Service for Regscape's Regulatory Reporting Platform, initially targeting UK Insurance sector. Regscape's solution includes templates for mainstream insurance filings powered by Pyramid Analytics.
• Business FinlandminorStrategic or Co-development PartnerPartnership with Business Finland for connection support to Finnish-based clients. G2M attended Finland Ambassador's residence event and engages with Business Finland to support Finnish clients like MORS Software.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SalesHive: B2B sales agency offering outsourced SDR/BDR and lead generation services to SaaS and technology companies — comparable subscription-retainer outsourced sales delivery model targeting software vendors.
• MarketStar: Large B2B sales outsourcing firm (now part of DGI) providing outsourced sales, lead generation and customer success services to technology vendors — directly comparable outsourced sales-as-a-service business model.
• The Sales Board: Sales consulting and execution firm helping B2B technology companies build pipeline and close deals — comparable advisory-plus-execution offering to G2M's Deal Doctor and Sales-as-a-Service programs.
• Sales Partnerships: US-based B2B outsourced sales provider offering fractional and full-cycle sales execution for technology and software companies — directly comparable white-label outsourced sales model targeting similar enterprise buyer personas.
• Outsourced Sales (UK): UK-based outsourced B2B sales agency providing lead generation, appointment setting and sales execution services to technology firms — direct geographic and service-model competitor in the UK market.
• Vector Impact Group: Fractional sales leadership and outsourced sales execution firm serving B2B technology companies — closely comparable retainer-based sales execution offering targeting software vendors in specialized verticals.

Broad incumbents

• Capco: Global Financial Services management and technology consultancy that increasingly bundles sales-enablement, vendor selection and go-to-market services for FS software buyers — broader incumbent that overlaps with G2M's FS vertical and methodology.
• Baringa Partners: UK-headquartered Financial Services consulting firm with deep energy, banking and commodities expertise — broader incumbent in UK FS advisory that overlaps with G2M's vertical and increasingly engages with FS software buyers and vendors.
• Synechron: Global Financial Services digital transformation consultancy providing technology and consulting services to banks, insurers and asset managers — broader incumbent that competes for FS software buyer attention and partnership slots.

Emerging players

• Force Management: B2B sales methodology and revenue consulting firm providing sales process frameworks, training and GTM advisory — comparable in the Deal Doctor / advisory dimension of G2M's offering, with stronger methodology IP.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/G2M_UK
• LinkedInlinkedin.com/company/g2m-solutions-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about G2M Solutions