Meet the M&A Advisors Behind CapEQ

CapEQ is a partner-led, B Corp-certified M&A advisory boutique helping UK and European founders sell, acquire, and grow independent businesses. 

CapEQ owl brand illustration representing considered, wise M&A advice

The gist

  • CapEQ is an M&A advisory boutique – a small, specialist firm advising founders on mergers and acquisitions (the buying and selling of companies), not a large multi-service bank.
  • Every engagement is partner-led: the senior people you meet in the first conversation are the same people who close your deal.
  • CapEQ is Europe's first certified B Corp M&A boutique (certified 2021) – externally assessed against social, environmental, and governance standards, not self-declared.
  • The team has advised on 100+ completed transactions across the UK, Ireland, USA, Netherlands, Australia, Spain, and Poland.
  • Partners have founded, grown, or sold their own businesses – so the empathy is lived, not asserted.
  • The firm works with founder-led companies, typically £5m–£100m in revenue, with a sweet spot of £10m–£50m enterprise value (the total value of the business to a buyer).
CapEQ corporate finance experts discuss optimising business performance metrics
CapEQ partners discussing a business sale around a meeting table

Who we are

Our guiding philosophy is built on hard work and experience gained from:

  • Hiring a multi-disciplinary team from commercially diverse backgrounds
  • Advising on 100+ completed transactions
  • Owning, growing, and selling our own businesses
  • Becoming part of the B Corp movement

A B Corp (Certified B Corporation) is a business independently assessed and verified against social, environmental, and governance standards — externally awarded, not self-declared. CapEQ became Europe's first certified B Corp M&A boutique in 2021.

How it all started

Tired of widespread practices of poor client and employee treatment, including a lack ethics and integrity, we set out to become M&A consultants with a difference. We’ve maintained a clear goal of improving standards in the industry and adhering to the highest ethical standards.

2020

CapEQ’s journey begins with James and Mark at the helm. We apply for B Corp status to underpin our vision, welcome Douglas as a partner, and launch our sell-side M&A service.

2021

We’re awarded B Corp status, solidifying our commitment to ethical practice. We launch our buy-side M&A service and Frank Investments appointed to assist compliance with Financial Conduct Authority regulations.

 

2022

We launch our transaction advisory service to offer our expertise in a flexible, targeted, short-term way.

2023

We partner with Heropreneurs, a charity dedicated to helping ex-military entrepreneurs, to mentor veterans and support their business goals.

2024

We launch our debt advisory service for scale-ups requiring development capital, and boost our team with two new roles in financial analysis and sales admin. 

Mark Sapsford | CapEQ
Mark Sapsford

Co-founder & Partner

James Pugh | CapEQ
James Pugh

Co-founder & Partner

Doug Edmunds | CapEQ
Douglas Edmunds

Partner

Simon Preedy | CapEQ
Simon Preedy

Outreach Manager

Lee Robbins | CapEQ
Lee Robbins

Director

Vera Littova | CapEQ
Vera Littova

Corporate Finance Manager

CapEQ corpfin analyst Sathu Thurairatnam
Sathu Thurairatnam

Corporate Finance Analyst

Kathryn Hodder | CapEQ
Kathryn Hodder

Associate

Linda Walby | CapEQ
Linda Walby

Content Editor

Steve Murphy | CapEQ
Steve Murphy

Head of Marketing

Deborah Richards | CapEQ
Deborah Richards

Non-Exec Director

Michelle Chandler-Haynes | CapEQ
Michelle Chandler-Haynes

Head of Project Management

capeq-associate-director-jim-whitaker-webpic
Jim Whitaker

Associate Director

Meet our experts

The M&A advisors driving CapEQ's success. Partner-led means the senior people who win the work also do the work — there is no handoff to a junior team after the pitch.

Meet the team

Our international
partners

To increase our reach and serve more customers, we’ve built a network of trusted experts, who we’ve known for at least a decade, worldwide.

Part of Fusio Global Advisors
International M&A Alliance

Part of Fusio Global Advisors

CapEQ is a founding member of Fusio Global Advisors, a cross-border M&A alliance of five independent, founder-led advisory firms across Germany, the Netherlands, Poland, Spain, and the UK. Together, the alliance has advised on more than $1 billion in combined deal value.For a founder, that means one more thing on your side: when the right buyer sits in another country, you reach them through advisers who know that market first-hand, without leaving the partner-led relationship you started with. Fusio widens the pool of potential acquirers — particularly useful if you have strong views about who ends up owning what you built — while the day-to-day advice stays with the CapEQ team you already know.

Frequently asked questions

What does an M&A advisor do?

An M&A advisor guides a business owner through the sale, purchase, or merger of a company. On the sell-side, that means preparing the business for sale, building a defensible valuation, identifying and approaching the right buyers, running a competitive process, and managing negotiations through to completion. CapEQ is a partner-led M&A advisory boutique, which means the senior people who win your work also do the work — from the first conversation to after completion.

What is a boutique M&A advisory firm?

A boutique M&A advisory firm is a small, specialist firm focused on a defined type of deal, rather than a large multi-service bank or accountancy offering M&A as one line among many. CapEQ concentrates on founder-led, independent businesses with revenues of roughly £5m–£100m, and a sweet spot of £10m–£50m enterprise value — the total value of the business to a buyer.

What does it mean that CapEQ is a B Corp?

A B Corp, or Certified B Corporation, is a business independently assessed and verified against social, environmental, and governance standards — the certification is externally awarded, not self-declared. CapEQ became Europe's first certified B Corp M&A boutique in 2021. In practice, it means CapEQ is structured to put a founder's outcome ahead of its own fee, and will advise against selling when the timing or terms are wrong.

Does CapEQ only advise on business sales?

No. Sell-side advisory — guiding founders through the sale of their business — is CapEQ's main service, but the firm also offers buy-side advisory for acquirers, transaction advisory for flexible short-term support, and debt advisory for scale-ups needing development capital. You can see the full range on the services pages.

Who will actually work on my deal at CapEQ?

The senior people you meet. Partner-led means there is no handoff to a junior team after the pitch — the partner who wins your work leads it through to completion. Every CapEQ partner has personally founded, grown, and sold their own businesses, so the guidance you receive comes from lived experience, not theory.

Where is CapEQ based, and which regions does it cover?

CapEQ is headquartered in London, with UK offices in Reading and Belfast and an office in Vilnius. Through a long-standing network of trusted partners, the firm can also support founders across the Baltics, Germany, Ireland, the Netherlands, Poland, Spain, South Africa, and Australia.

Building a better business

We're dedicated to setting a new standard of M&A service levels and pride ourselves on operating differently.

Accreditations: B Corp · Living Wage Employer · Meaningful Business 100 · Ecologi · Cyber Essentials Plus · Good Business Charter · Heropreneurs 

CapEQ partner Doug Edmunds advising a client on phone

Related pages

James Pugh | CapEQ
Speak to our expert, James

Whether you’re ready to work with us or simply need some advice, we’re here to help.

Book a meeting
Get in touch