Aligning acquisitions to build value
Brookson, a pioneer in freelance accountancy, has been supporting the contingent workforce for nearly 30 years..
CHESHIRE - UK
The way the team guided us through the consultancy process was refreshingly innovative, it was a thoroughly enjoyable and rewarding process.
CEO
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Following a period of acquisitive growth and with private equity backing in place, the business faced a new challenge: how to bring cohesion to its expanding portfolio of brands and services, while setting the stage for its next phase of growth.
The leadership team recognised that to maximise enterprise value and unlock cross-sell potential, a more unified strategy and structure were required.
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We began by defining a cohesive business architecture that brought clarity and alignment across the organisation’s various units.
This new structure enabled stronger internal integration and created the conditions for more effective cross-selling between services.
With the architecture in place, we developed a compelling value proposition for the group and tailored propositions for each service area, ensuring they aligned with the specific needs of Brookson’s diverse audiences.
Alongside the strategic work, we modernised the visual identity to reflect a more professional, agile brand presence across sectors, channels, and customer segments.
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The new strategic platform gave Brookson a stronger, more unified voice in the market, enhancing its ability to engage clients and capitalise on cross-sell opportunities.
The clarity of positioning and improved brand presence helped drive growth and significantly increased the attractiveness of the business.
The strategy played a key role in the successful acquisition of Brookson by US-based People2.0 and their owners, global investment firm TPG.
This engagement is a strong example of how we help private equity-backed businesses realise value by aligning strategy, structure, and communication to support accelerated growth and exit readiness.
