72 Capital Limited

What 72 Capital Limited does

72 Capital Limited is a London-based boutique corporate finance advisory firm founded in 2010 and registered in England and Wales (company number 07480103). The firm provides M&A advisory, fundraising, and strategic advisory services to high-growth, independent, and venture-owned businesses across the small and mid-cap technology sector, with a stated focus on four verticals: Software/SaaS, Disruptive Technologies, SportTech, and IT Services. Its client base is predominantly UK small and mid-cap technology companies seeking transaction outcomes, ranging from SMBs (activereach, Kite.ly, Gophr) to mid-market (Limelight Sports, MyPolicy, insurethebox, Fan19) and enterprise (Peg, Gissing Software) targets.

The firm's offering is services-based rather than product-based, with no software portfolio, API, or proprietary technology platform disclosed. Core delivery is partner-led advisory on buy-side and sell-side mandates, management buyouts, equity fundraises, and strategic transaction advisory. Documented transaction outcomes include the £150m sale of insurethebox to Aioi Nissay Dowa, sales of Glide Technologies to NASDAQ OMX, Gissing Software to Thomson Reuters, Kite.ly to Canon Europe, and MyPolicy to Inflexion Private Equity, alongside MBOs and equity raises for Limelight Sports, Gophr, and others, demonstrating access to both domestic and international strategic and financial buyers.

72 Capital operates as a 1-10 employee boutique with no disclosed external funding, no parent company, and no public revenue. Revenue is generated exclusively through transaction-based advisory fees negotiated individually per mandate, with no disclosed recurring, subscription, or retainer pricing model. Distribution is direct, partner-led engagement with company management and boards, supported by a LinkedIn corporate page as the sole documented marketing channel. Ownership is private, held by the founding partners, with no institutional or PE backing disclosed.

Name

72 Capital Limited

Legal name

72 Capital Limited

Website

https://72capital.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

72 Capital Limited is a London-based boutique corporate finance advisor founded in 2010, providing M&A, fundraising, and strategic advisory services to small and mid-cap technology companies across Software/SaaS, SportTech, IT Services, and Disruptive Technology sectors in the UK and internationally.

Ownership category

akta.pro rank

Product category

Investment Banking & M&A Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Corporate Finance & Capital Advisory (BPAHADAB)

akta.pro secondary industries

Corporate Finance Advisory (Strategic Finance, Capital Structure & Recaps) (FSAEAGAE), Institutional Capital Introduction (LP/Family Office/Endowment Matching) (FSAEALAI)

Keywords

• M&A advisory
• Capital raising
• Strategic advisory
• Corporate finance boutique
• Technology sector advisory

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. M&A Advisory Fees: 72 Capital generates revenue through providing buy-side and sell-side M&A advisory services to technology companies. As a boutique advisory firm, they earn transaction-based fees for completed deals including M&A transactions, management buyouts, and strategic advisory engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

72 Capital Limited is a corporate finance boutique providing creative and highly experienced M&A advisory, fundraising, and strategic advisory services to high-growth, independent and venture-owned businesses across the small and mid-cap technology sector. The firm delivers buy-side and sell-side advisory for software/SaaS, disruptive technologies, SportTech, and IT services companies, earning transaction-based fees on completed deals such as M&A, management buyouts and equity fundraises.

Product overview

72 Capital Limited is a corporate finance boutique providing creative and highly experienced M&A advisory, fundraising, and strategic advisory services to high growth, independent and venture-owned businesses across the small and mid-cap technology sector. The company operates as a services firm rather than a software product company, offering buy-side and sell-side advisory services to technology companies in sectors including Software/SaaS, Disruptive Technologies, SportTech, and IT Services. The firm does not offer a discrete software product portfolio; its core offering is transaction advisory expertise.

Differentiator

Problem solved

Functional benefit

Products and services

• M&A Advisory Independent, creative buy-side and sell-side M&A advisory for small and mid-cap technology companies, including management buyouts and strategic transactions. Past transactions include the sale of activereach to Babble Cloud and the sale of Kite.ly to Canon Europe.
• Capital Raising Fundraising advisory including equity fundraises for high-growth, independent and venture-owned technology businesses. Example mandates include equity fundraises for Limelight Sports and multiple raises for insurethebox.
• Strategic Advisory Strategic advisory services for technology companies covering transaction structuring, joint venture negotiation, and support throughout senior-level transaction processes. Example mandate: advising Peg on its JV with Roxhill Media.

Quantifiable outcome

• Successfully advised on sale of insurethebox to Aioi Nissay Dowa for £150m
• +1 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Roxhill MediaminorStrategic or Co-development Partner72 Capital advised Peg on structuring and negotiating its joint venture arrangements with Roxhill Media. Peg is an influencer marketing software platform.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Livingstone Partners: Mid-market M&A advisory firm with strong European presence and a dedicated technology, media and telecoms (TMT) practice. Direct comparable: similar mid-market M&A focus, similar deal-size range, similar partner-led execution model.
• Lincoln International: Global mid-market investment bank with a substantial technology, media and telecoms M&A practice. Comparable given its mid-market focus, dedicated sector specialization, and similar cross-border buyer network access.
• GP Bullhound: London-headquartered boutique M&A and growth advisory firm focused on the global technology sector. Most direct comparable: similar boutique scale, similar tech mid-market focus, similar relationship-driven partner-led model and similar transaction types (M&A, growth capital).
• Arma Partners: London-based boutique M&A advisory firm focused exclusively on the technology sector. Direct comparable: similar boutique scale, similar tech-only sector focus, similar mid-market deal sizes, and similar partner-led execution model.
• Drake Star Partners: Global tech-focused M&A advisory boutique with strong presence in Europe. Direct comparable given its sector specialization in technology, SaaS, digital media and disruptive tech, and a similar deal-size range focused on mid-market transactions.

Broad incumbents

• Robert W. Baird: Large diversified financial services firm with a global M&A advisory practice. Comparable as a competitor for UK mid-market tech mandates, though it operates at a much larger scale and across many sectors.
• Houlihan Lokey: Large global investment bank with a leading M&A advisory franchise. Comparable as a competitor for tech mid-market mandates and capital raising engagements, though it serves a much broader range of sectors and company sizes.

Regional players

• Clearwater Corporate Finance: UK-headquartered mid-market corporate finance advisory firm. Comparable as a UK-focused mid-market M&A boutique, though it serves a broader range of sectors beyond technology.
• Cavendish Corporate Finance (formerly finnCap Cavendish): UK mid-market M&A advisory firm with a strong technology and growth company practice. Comparable as a UK-focused boutique M&A advisor serving growth-stage technology companies, though with a slightly broader sector mandate.
• Catalyst Corporate Finance: UK mid-market corporate finance advisory firm. Comparable as a UK-focused boutique M&A advisor serving small and mid-cap companies, including technology sector mandates, at similar deal-size ranges.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/72capital

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 72 Capital Limited