What Maxifi does

Maxifi is a privately held UK-based management and technology consulting firm headquartered in London, with a secondary office in Sofia, Bulgaria. The firm provides M&A advisory, asset management combined with business intelligence, business development consulting, and back-office services, with a stated track record of 10+ M&A cases completed across four industries — IT/Tech, Advertising, HR, and Real Estate — since its first transaction in 2018.

The firm's client base is bifurcated: it serves both internal portfolio companies and external IT businesses, and in 2021 it established Privet Agency, a sub-brand offering branding and digital production services that effectively verticalizes creative delivery for portfolio and third-party clients. Operating with a small team (1-10 employees), Maxifi relies on senior-executive-led execution and cross-border delivery, and has expanded into venture capital direct investments and structured, KPI-linked special situations deals, indicating a gradual shift from pure advisory toward principal investing.

Maxifi's revenue model is deal-based and consulting-fee driven, supplemented by its in-house creative arm (Privet Agency) and investment-related economics from its VC and special-situations activity. The firm has no publicly disclosed financial figures, no named enterprise customer logos, and limited visibility into pricing or contract structures, which constrains revenue predictability analysis. Strategic positioning appears to emphasize relationship-driven M&A execution, vertical diversification, and operational verticalization via Privet Agency, rather than technology differentiation or platform-based scaling.

Name

Maxifi

Legal name

Maxifi Limited

Website

https://maxifi.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Maxifi is a London-based M&A advisory and consulting firm with a Sofia, Bulgaria office, serving portfolio companies and external IT businesses across IT/Tech, Advertising, HR, and Real Estate via advisory, BI-led asset management, and its Privet Agency branding sub-brand.

Ownership category

akta.pro rank

Product category

Management Consulting

NAICS

Administrative Management and General Management Consulting Services (541611), Management of Companies and Enterprises (551), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Distressed M&A & Special Situations Advisory (BPAHAOAH)

akta.pro secondary industry

Distressed M&A & Special Situations Advisory (BPAHADAN)

Keywords

• Management consulting services
• Mergers and acquisitions advisory
• Business development consulting
• Asset management consulting
• Back office services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. M&A Consulting Services: Advisory fees from M&A transactions including business assessment, deal structuring, and fundraising for investment and exit situations.
2. Management and Technology Consulting: Fees for strategy consulting, corporate consulting, technology consulting, and business development services provided to IT businesses.
3. Direct Investment Returns: Returns from direct investments in technology, media, telecom, and real estate sectors, including venture capital deals and development projects.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Maxifi is a management and technology consulting firm that provides M&A advisory, business development, asset management, and back office services to portfolio companies and external IT businesses worldwide. Core offerings include business assessment, deal structuring, and fundraising for investment and exit situations; asset management integrated with business intelligence; strategic support for cross-company collaboration; and turnkey accounting, HR, IT, and operations support.

Product overview

Maxifi is a management and technology consulting firm offering a portfolio of interconnected services for IT businesses. The core offering consists of four main service lines: M&A and Direct Investment Services (for investment and exit situations), Asset Management and Business Intelligence (combining data analytics with asset optimization), Business Development Consulting (strategic growth and market expansion), and Back Office Services (operational support in accounting, HR, IT, and operations). The company also operates Privet Agency as a branding and digital production sub-brand. Services are delivered primarily to portfolio companies and external IT businesses, with a focus on cross-company synergies and measurable results.

Differentiator

Problem solved

Functional benefit

Brands

• Privet Agency: A branding and digital production agency operated as a subsidiary of Maxifi

Products and services

• M&A and Direct Investment Comprehensive M&A consultancy covering business assessment, deal structuring, and fundraising for investment and exit situations; coordinates financial, legal, and project management divisions for turnkey deal execution. Focus on IT, advertising, HR, and real estate; track record of 10+ cases including growth capital, LBOs, MBOs, acquisitions, special situations, and venture capital deals.
• Asset Management and Business Intelligence Integrates asset management data with business intelligence tools to deliver insights on optimizing asset utilization and identifying synergies across portfolio companies. Combines real-time asset tracking, financial statements, and market research to identify trends and patterns that inform asset allocation and investment strategies.
• Business Development Consulting Strategic support for portfolio companies and external clients to access related markets and identify new growth opportunities through cross-company collaboration, strategic partnerships, and joint ventures. Engages with boards, CEOs, and C-suite executives to address growth, digitalization, technology-driven transformation, M&A, operating models, and sustainability questions.
• Back Office Services Turnkey behind-the-scenes operational support covering accounting and financial management, international human resources, information technology, and operations. Includes on-demand project management services for specialized, complex engagements with deep understanding of client goals, technical, logistical, and financial considerations.
• Privet Agency Wholly-owned branding and digital production agency operating as a separate entity within the Maxifi portfolio, serving portfolio companies and external clients with creative and production services.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Privet AgencyminorOthersPrivet Agency is described as MAXIFI's branding and digital production agency. It appears to be a subsidiary or closely affiliated entity providing creative services to MAXIFI and its portfolio companies. Accessed via privet.agency.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Houlihan Lokey: Houlihan Lokey is a global investment bank specializing in M&A advisory, valuation, and restructuring services. It is comparable as a directly competing M&A and corporate finance advisor serving mid-market and larger clients, with overlapping special situations capabilities similar to Maxifi's focus.
• Lazard: Lazard is a global financial advisory and asset management firm focused on M&A, restructuring, and capital structure advisory. Comparable as a peer in M&A advisory and special situations work, though serving significantly larger clients than Maxifi.
• Clairfield International: Clairfield International is a global partnership of M&A advisory firms focused on mid-market cross-border transactions. Comparable to Maxifi as a smaller, sector-focused M&A advisor with European presence and special situations experience.
• Capstone Partners: Capstone Partners is a middle-market investment banking firm providing M&A advisory, capital raising, and financial advisory. Comparable to Maxifi as a mid-market M&A advisor serving technology and business services clients with special situations and growth capital experience.
• Alvarez & Marsal: Alvarez & Marsal is a global professional services firm specializing in restructuring, M&A advisory, and special situations. Comparable to Maxifi in the special situations and corporate finance advisory niche, with overlap on transaction advisory and turnaround consulting.
• FTI Consulting: FTI Consulting provides corporate finance and restructuring advisory, including M&A, special situations, and transaction support. Comparable to Maxifi as a provider of strategic advisory and corporate finance consulting services with special situations expertise.
• Rothschild & Co: Rothschild & Co is a global financial advisory firm focused on M&A, restructuring, and strategic advisory. Comparable to Maxifi in providing cross-border M&A and special situations advisory to mid-sized businesses, especially in European markets.
• Robert W. Baird: Robert W. Baird's Global Investment Banking group provides M&A advisory, equity placement, and debt financing to middle-market companies. Comparable as a mid-market M&A advisor with similar client profile and cross-border execution capability.
• IMAP: IMAP is a global organization of M&A advisory firms focused on mid-market transactions across industries. Comparable to Maxifi as a mid-market M&A advisor with cross-border execution and special situations capability for technology and business services clients.

Broad incumbents

• KPMG: KPMG is a Big Four professional services network offering audit, tax, and advisory including M&A and management consulting. Comparable in providing corporate finance and advisory services overlapping with Maxifi's practice, though much larger and broader in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/maxifi-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 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 Maxifi