Insight - bethebrand acquisition

05 Jun 2024

We are delighted to announce that be the brand experience has, as of this 30 May 2024, been acquired by Software Circle plc, an AIM market listed UK based acquirer of vertical market software businesses.

Software Circle plc have a buy and hold strategy for the software businesses they acquire so its business as usual in terms of how we work and client applications are managed, supported and developed.

Adam Hainsworth, Managing Director and a shareholder, will remain with the business for 12 months to oversee the transition. The other two shareholders, Guy Hainsworth and Jes Ongley, will continue to lead the team of thirteen staff.

Gavin Cockerill, CEO said: 'The acquisition of Be The Brand is the second in our Professional Services vertical, focused within the finance sector. It meets our acquisition criteria very well and we're delighted to welcome the team to the group. We're very much looking forward to working with them and driving the business forward.'

Adam Hainsworth commented: 'Having developed and grown the business over 20 years alongside Guy and Jes, it was crucial to find the right owners once I had decided to step back. We spoke with Software Circle over an extended period, getting to know their culture and modus operandi. We're confident we've found the right home for Guy, Jes and the rest of the team to thrive in and continue to develop our best in class solution for our clients.'

Please do not hesitate to contact Jes, Adam or Guy if you would like to discuss the acquisition.

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Be The Brand Experience Limited, registered in England and Wales
Company number 04177329
VAT Number GB799224872
Head Office: Unit 5 Culford House, 1-7 Orsman Road, London, N1 5RA
Copyright © 2026 Be The Brand Experience Limited.