General Atlantic Takes Minority Stake in Marketing Software Provider

Global growth-investment firm General Atlantic has acquired a minority stake in HighLevel, a marketing software provider, as part of its ongoing strategy to support companies that empower small businesses with digital transformation. The investment reflects General Atlantic’s focus on backing firms that enable smaller enterprises to leverage digital technology for more efficient operations and customer acquisition.

“If you compare small businesses to large businesses, they tend to use more paper and manual processes,” said Aaron Goldman, Managing Director at General Atlantic and leader of the firm’s enterprise technology investments. “There’s a strong need for small businesses to improve their digital capabilities, both in terms of operations and attracting new customers.”

This partnership comes as small businesses increasingly turn to digital tools to streamline processes, enhance customer engagement, and compete with larger organizations in the digital age. HighLevel, which offers a range of marketing automation solutions, aims to help small enterprises adopt these technologies more seamlessly. General Atlantic’s investment is expected to accelerate HighLevel’s growth and further expand its suite of services for small businesses.