Established in 2011, Genz & Associates is a leading buy-side mergers and acquisitions advisory firm based in Austin, TX with offices in Los Angeles and Phoenix. The firm's core focus is partnering with leading investors seeking to deploy capital into industry-specific platform investments, add-on/strategic acquisitions, and buy-and-build strategies. On behalf of retained investors, they directly engage companies that align with specific investment strategies and theses, utilizing a proprietary database of privately-held companies and well-capitalized investors including private equity firms, family offices, and corporate acquirers. Since founding, the firm has facilitated transactions with an enterprise value exceeding $5 billion, originated 7,500+ investments, and completed 640+ M&A engagements through their targeted, proactive, and systematic approach.

Genz & Associates needed a complete website rebrand that would effectively communicate their specialized buy-side M&A advisory approach to two distinct audiences. As a boutique firm serving private equity firms and business owners simultaneously, they required messaging that would differentiate their targeted, systematic methodology while establishing credibility with sophisticated investors seeking to deploy significant capital and business owners evaluating potential transactions. The rebrand also needed to clearly articulate dual value propositions while showcasing their proven track record of facilitating successful deals between these complementary audiences across multiple industry sectors.

I conducted comprehensive stakeholder interviews with internal employees across the business development and research teams, C-suite executives, and leaders from private equity firms. Combined with competitor analysis and a brand strategy workshop, this research informed my recommendations for how the firm should position itself in the marketplace. From these insights, I developed their brand strategy and designed a new messaging hierarchy that established Genz & Associates as the specialized connector between investor capital and quality acquisition opportunities. The website copywriting balanced technical M&A expertise with accessible language while creating distinct content paths for each audience segment.