M&A Deal Summary

Ariel Alternatives Acquires My Code

On November 30, 2023, private equity firm Ariel Alternatives acquired marketing company My Code from Falfurrias Capital Partners

Acquisition Highlights
  • This is Ariel Alternatives’ 1st transaction in the Marketing sector.
  • This is Ariel Alternatives’ 3rd transaction in the United States.
  • This is Ariel Alternatives’ 1st transaction in California.

M&A Deal Summary

Date 2023-11-30
Target My Code
Sector Marketing
Buyer(s) Ariel Alternatives
Sellers(s) Falfurrias Capital Partners
Deal Type Secondary Buyout

Target

My Code

Santa Monica, California, United States
My Code provides digital media and advertising services for consumer brands and agencies seeking to reach multicultural audiences at scale. My Code was founded in 2015 and is based in Santa Monica, California.

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Buyer(S) 1

DESCRIPTION

Ariel Alternatives is a private equity firm focused on acquiring profitable divestitures of large corporations and private businesses with $10 to $50 million of EBITDA. The Firm has a special interest in B2B services businesses that serve large public companies. Specific areas of interest include energy services, IT services, financial services, business services, and marketing services. Ariel Alternatives was formed in 2021 and is based in Chicago, Illinois.


DEAL STATS #
Overall 3 of 4
Sector: Marketing M&A 1 of 1
Type: Secondary Buyout M&A Deals 1 of 2
State: California M&A 1 of 1
Country: United States M&A 3 of 4
Year: 2023 M&A 2 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2023-05-01 CQ fluency

Hackensack, New Jersey, United States

CQ fluency provides customized, tech-enabled and culturally relevant language services for healthcare and life sciences companies. CQ fluency is based in Hackensack, New Jersey.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2025-09-09 Groome Industrial Service Group

Denville, New Jersey, United States

Groome Industrial Service Group is a provider of industrial cleaning and maintenance services to customers in the natural gas-fired power generation, refinery, manufacturing, construction, marine, and aviation industries. Groome Industrial Service Group was founded in 1969 and is based in Denville, New Jersey.

Buy -

Seller(S) 1

SELLER

Falfurrias Capital Partners

Charlotte, North Carolina, United States

Investor Investor Investor Investor Investor


Category Private Equity Firm
Founded 2006
PE ASSETS 2.0B USD
Size Large
Type Sector Agnostic
DESCRIPTION

Falfurrias Capital Partners is a private equity firm that invests in lower and middle-market companies located in the Eastern US. Falfurrias focuses on companies with experienced management teams, differentiated product features, diverse customers, revenues in excess of $10 million, and EBITDA of $5 million to $40 million. The Firm looks to invest at least $25 million per transaction. Specific areas of interest include financial services, consumer products, health care, building products, manufacturing, business services, education, training, infrastructure, and information services. The Firm will consider a variety of transaction types, including buyouts, growth capital financings, recapitalization, and corporate divestitures. Falfurrias Capital Partners was formed in 2006 and based in Charlotte, North Carolina.


DEAL STATS #
Overall 16 of 20
Sector: Marketing M&A 2 of 2
Type: Secondary Buyout M&A Deals 8 of 11
State: California M&A 1 of 1
Country: United States M&A 16 of 20
Year: 2023 M&A 2 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2023-11-07 Synergy ECP

Columbia, Maryland, United States

Synergy ECP is a provider of cybersecurity, software and systems engineering and IT services to the U.S. intelligence and defense communities. Synergy ECP was founded in 2007 and is based in Columbia, Maryland.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2024-01-04 O2X Human Performance

Scituate, Massachusetts, United States

O2X Human Performance provides comprehensive, science-backed programs nationwide to hundreds of public safety departments, federal agencies, and the military. The results-driven O2X EAT SWEAT THRIVE curriculum encompasses all areas of human performance: nutrition, conditioning, sleep, stress management, and resilience. Its breadth of human performance expertise, data-backed reporting, flexible programming, and focus on measurable results have all contributed to a differentiated offering that has led to high customer satisfaction and significant returns on investment for its clients. O2X Human Performance is based in Scituate, Massachusetts.

Buy -