Biztech Advises Be the Brand on Software Circle Acquisition

Boutique technology law firm, Biztech Lawyers, was proud to support the shareholders of Be the Brand Experience through the acquisition of their business by Software Circle, a London (AIM) listed technology company.

Be The Brand's integrated and configurable SaaS solution offers clients providing regulated UK financial services a workflow and digital asset management system that helps maintain compliance and audit trails for the marketing of those financial services.

Software Circle is a serial acquirer of vertical market software businesses, with Be The Brand being the second of its acquisitions in the professional services vertical, focussed within the finance sector.  Both parties are confident that the acquisition will help to drive Be the Brand’s business forward, leveraging the opportunities that being part of the Software Circle family can offer.

The Head of Biztech Lawyers’ UK operation, Alison Berryman, has worked with Be the Brand for many years.  She led the team advising on the deal, supported by colleagues based both in the UK and in Biztech Lawyers’ US and Australian offices.

CEO of Be the Brand Experience, Adam Hainsworth, said, “A huge thank you the Alison for managing us through the process and being there for us at every point.  Having worked with us for more than a decade, she knows us and our business well, so her guidance at this stage of our business journey was invaluable.”

Berryman said, “Working alongside Adam and the Be the Brand Experience team for so long, while they develop a best-in-class product and as their business has gone from strength to strength, has been an absolute pleasure.   Software Circle, seems like an excellent fit for Guy and Jes to continue to grow the business over the coming years, and I am delighted to have been able to support them in the transition to this new set up.”

Biztech Lawyers was founded in Sydney, Australia in 2018, merged with Spillman & Partners (which became the firm’s US office) in 2021 and launched in the UK in December 2022.  The successful completion of this transaction provides yet another example of the Biztech Lawyers global team’s ability to seamlessly support clients wherever in the world they may be located.