DEVON, PA — In a strategic move to bolster its presence in the franchise consulting and digital marketing sectors, L2 Capital announced a significant investment in The iFranchise Group and TopFire Media. This investment is set to leverage the market-leading positions of both companies, aiming to drive breakthrough growth and expansion into new market areas.
The iFranchise Group, founded in 1998 by CEO Mark Siebert, is a renowned authority in franchise consulting. It has been ranked as the number one franchise consulting and development service provider in Entrepreneur magazine’s annual Top Franchise Suppliers rankings for the past five years. The company provides a suite of strategic consulting services to emerging and established franchise concepts, including planning, feasibility studies, training, implementation coaching, and best practices audits.
Established in 2013, TopFire Media is a leading digital marketing and public relations firm that primarily serves the franchising industry. It offers clients ongoing digital media, website design, SEO and PPC, and public relations services. Both companies’ synergistic services have created a comprehensive support system for franchises, helping them navigate the complexities of the franchising landscape.
Peter Batushansky, Partner at L2 Capital, expressed excitement about the investment, stating, “We have been extremely impressed by the iFranchise and TopFire teams and are thrilled to partner with them. We believe that this platform can continue to offer franchisors and franchisees additional services over a franchise concept’s full lifecycle.”
For private equity firms, L2 Capital’s strategic investment underscores the robust growth potential in the franchise consulting and digital marketing sectors. It also highlights the critical role these services play in the successful operation and expansion of franchise businesses.
Mark Siebert, who will continue to lead the Company, stated, “With the operational focus and experience scaling lower-middle-market companies that L2 brings to the partnership, I am confident that iFranchise Group and TopFire Media will be well positioned for strategic growth in 2024 and beyond.”
The financing for this transaction was provided by First Bank of New Jersey, Merion Investment Partners, and Salem Investment Partners, the latter two also co-invested alongside L2 Capital. The Company was advised by Boxwood Partners. Specific terms of the transaction were not disclosed.
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