G=mc2 agrees investment with Mobeus Equity Partners

AI-powered strategic growth consultancy agrees investment with Mobeus Equity Partners

G=mc2, a specialist brand growth consultancy, has received significant investment from Mobeus Equity Partners LLP, a leading private equity investor in UK-based SMEs. Initium Corporate Finance advised the shareholders of G=mc2 throughout the transaction.

First established in 2017, and headquartered in London, G=mc2 is a specialist strategic brand consultancy powered by AI-driven consumer intelligence. G=mc2’s prestigious customer base includes JBL, Danone, Heineken, Santander, Volvo, Pandora, L’Oreal and Unilever, who have described the company’s services as “the future of marketing”.

“The process of selling a business is both complex and challenging, and Initium supported us every step of the way. I cannot recommend Initium highly enough” – Mark Luce, G=mc2

The business utilises its own proprietary visual first intelligence platform to provide a range of services that deliver actionable roadmaps for category growth strategy, brand positioning, communication and innovation.

At the heart of the company’s offering is Visible^TM, a proprietary AI-powered platform that harnesses and analyses consumer, brand and expert data at pace and scale. Visible’s unique visual analytics algorithm gives the business a distinct competitive advantage to harness the power of millions of images that people use every moment of the day to express their opinions, needs and desires. Visible’s advanced processing gathers on average 10,000 images per hour, clustering on average ~40,000 data points in 20 seconds, which, combined with the deep-domain expertise of the company’s 30-person team of experienced consultants, delivers unique, actionable and added-value insights for its prestigious customers.

G=mc2 will join a portfolio of high-growth and ambitious businesses partnering with Mobeus Equity Partners to unlock further growth. First established in 1998, Mobeus Equity Partners is a speciality investor in fast-growing UK SMEs, committed to delivering strong returns for all stakeholders while acting and investing in a way that has a positive impact on the world. A winner at the 2025 Mergermarket British Private Equity Awards, Mobeus Equity Partners specialises in B2B services, Human Capital and Distinctive Brands, and its realised and current investments include LACE Partners, Virgin Wines, Star Brands and Active Travel Group.

“Initium were true business partners during the process, always on hand to provide advice, expertise, insight, guidance and support. They were as invested as us in finding the right outcome” – Mark Luce, G=mc2

Transaction perspectives

Commenting on the transaction, Steve Rowe of G=mc2 said: “This transaction marks a significant milestone in the G’s growth journey. It provides the scale and expertise needed to realise G’s true potential, enabling the business to take our distinct and highly compelling offer to more people, in more places.

“At the heart of this was identifying a partner who believe in G’s long-term vision and recipe for success. In Mobeus, Initium has found a partner that believes in combining world-class consulting with disruptive technology to deliver meaningful client impact, while preserving G’s unique culture. Together, these strengths will continue to underpin G’s success and create new growth and development opportunities for the team.”

Freddie Bacon, Investment Director at Mobeus Equity Partners added: “G=mc2’s forward-thinking approach combines experienced strategic advice with powerful data analytics that allows brand owners to address their most important growth challenges. The calibre of people we have met throughout the business and the sophistication of their proprietary AI platform truly sets them apart, providing clients with exceptional clarity and insight. We are excited to work closely with Steve and the wider team as they pursue the next phase of expansion in the UK and internationally.”

“We would simply not be where we are today without the tireless support and expertise from Initium, at times on an almost 24/7 basis! Their focus and eye for detail is truly remarkable and invaluable in a complex sale process” – Mark Luce, G=mc2

Reflecting on Initium’s role in the transaction, Mark Luce of G=mc2 said: “My co-founder, Charles Broome, and I set the business up in 2017. The search for the right home for G=mc2 to allow the business to develop to the next level, whilst retaining our unique culture, was a critical decision, requiring the highest quality advisory expertise.

“We were fortunate to find Initium, who as an owner-led business shared many of the values that are important to us. The expertise of the team was exceptional, with Dujon Bosman leading the engagement, Jonathan Dunn acting as relationship contact with the shareholders, and support from Jim Whitaker, Rob Goulding, Kathryn Baldwin and Jaydon Softly. From the outset, they demonstrated a deep understanding of our business and our sector and worked tirelessly to secure us the very best deal structure, significantly exceeding our expectations.

Mark Luce continued: “The process of selling a business is both complex and challenging, and Initium supported us every step of the way, from assessing potential acquirers through preparing the Information Memorandum and management presentations and subsequent selection of the preferred bidder, deal structuring and due diligence.

“They were true business partners during the process, always on hand to provide advice, expertise, insight, guidance and support. They were as invested as us in finding the right outcome for G=mc2 and we are excited to have found Mobeus as our new partners to enable our business to accelerate and scale. We would simply not be where we are today without the tireless support and expertise from Initium, at times on an almost 24/7 basis! Their focus and eye for detail is truly remarkable and invaluable in a complex sale process.

Mark added: “During this process, we have built both respect and friendships which will endure long into the future. This is not usual in my experience, and is one of the many aspects that sets Initium apart from their competitors. I cannot recommend Initium highly enough. They are unique in their field, a very impressive team with a strong client-first culture and the skills to secure the very best outcome.”

The advisory view

Dujon Bosman of Initium added: “This transaction represents a significant milestone in our clients’ growth journey. What began as a start-up has evolved into a highly compelling business, demonstrating consistent growth and a strong market position. The new partnership with Mobeus provides an exciting platform for G=mc2 to scale further and compete alongside the established giants of the industry.

“G=mc2 has already proven its ability to stand shoulder to shoulder with leading players through its exceptional value proposition, combining deep industry expertise with advanced AI capability. The sector is experiencing notable inflection points with major players, highlighting the increasing demand for more agile and specialised, brand strategy consultancies. Blue-chip clients are increasingly seeking actionable, visual data-driven marketing consultancy rather than purely historical insights that only represents data without visual analytics.”

“The company’s ability to deliver visual analytic brand strategy, underpinned by various visual and data driven analytics, with rapid execution and a sophisticated understanding of human behaviour and semiotics, positions it perfectly within this evolving landscape of marketing and organisational needs.

“It has been a privilege for Initium to support the shareholders through this next stage of the journey. This business exemplifies an outstanding combination of people, management and technology. We are grateful to Mark Luce, Charles Broome and Steve Rowe, together with the wider management team, for placing their trust in us to find the right long-term partner for the business they have built.

“We would also like to thank Freeths for their legal support to the shareholders, and Mobeus for providing a strong private equity platform from which G=mc2 can continue to grow and realise its full potential.”