Dallas Sales & Marketing Software Company HighLevel Gets Minority Growth Investment from General Atlantic

HighLevel—a provider of AI-powered sales and marketing automation software for marketing agencies, entrepreneurs, and small businesses—said the partnership enables it to invest further in key growth and innovation initiatives across product and AI.

Dallas-based software provider HighLevel Inc. has received a minority growth investment from General Atlantic, a global growth equity firm.

HighLevel is a provider of AI-powered sales and marketing automation software for marketing agencies, entrepreneurs, and small businesses, and it said the partnership with General Atlantic enables it to invest further in key growth and innovation initiatives across product and AI.

The amount of the investment was not disclosed.

“General Atlantic is the ideal partner for HighLevel for many reasons,” Varun Vairavan, co-founder and CTO of HighLevel, said in a statement. “The team not only understands our distinctive distribution model but also shares our vision of supporting entrepreneurs and business owners worldwide through purpose-built technology. Together, we are committed to revolutionizing the way businesses connect with their customers, underpinned by our values of innovation and customer-centricity.”

After another year of strong growth and profitability, HighLevel joins General Atlantic’s portfolio of disruptive global technology companies, with former investments including Airbnb, Clear, Snap, and Uber.

Five-fold growth in last three years

Founded in 2018, HighLevel is an all-in-one sales and marketing software platform purpose-built for marketing agencies, entrepreneurs, and SMBs.

It provides customers with comprehensive sales and marketing capabilities, including CRM, website and app building, automated marketing campaigns, reputation management, and social media marketing.

The company said its platform enables customers to build top-of-funnel leads, increase conversion, and ultimately drive new business. HighLevel has developed deep relationships with its network of affiliates that help it connect and engage with customers.

Over the last three years, HighLevel said it has grown more than five-fold—while maintaining profitability—by enabling clients to adapt their customer acquisition and engagement strategies for the digital world.

HighLevel said that its co-founders and largest shareholders—Shaun Clark, Vairavan, and Robin Alex—are “steadfast” in their leadership roles and focused on executing a vision of providing innovative solutions tailored to the unique needs of agencies and small businesses.

Support from General Atlantic

“Our commitment to empowering businesses to connect with their customers in more meaningful ways remains central to our mission here at HighLevel,” co-founder and CEO Clark said in a statement. “We’re not just about growth for the sake of growth—we’re about making a real difference in the lives of our users. General Atlantic’s four-decade track record of strategically supporting and scaling mission-driven technology companies aligns closely with our own growth trajectory and ambitions. This investment allows us to stay true to that goal while we continue to innovate and set ourselves apart in the industry.”

Alex, COO of HighLevel, said: “With General Atlantic’s support, we are excited to continue driving even greater success for our clients and their end-customers as they navigate an increasingly complex digital marketing ecosystem. Our dedication to HighLevel’s mission is as strong as ever.”

The company said that General Atlantic brings extensive experience partnering with high-growth companies with business models focused on supporting SMBs in the digital transition, including Gusto, Jobber, JumpCloud, Squarespace, and ThreatLocker, in addition to a robust platform of value-creation resources to support HighLevel’s continued growth.

“HighLevel provides tailor-made solutions that span all stages of the marketing and sales journey. Shaun, Varun, and Robin are committed leaders who bring a deep understanding of customer priorities and are focused on further growing the HighLevel platform to address the specific needs of its community,” Aaron Goldman, managing director and head of Enterprise Technology at General Atlantic, said in a statement.

Asher Hecht, principal at General Atlantic, said HighLevel’s value proposition and differentiated model “have allowed it to unlock and connect with the market in a unique way. The distinct agency and small business ecosystem that HighLevel has built is a testament to the resonance and effectiveness of its product.”

Preston McKenzie, Operating Partner at General Atlantic, noted that “General Atlantic has longstanding thematic conviction in the digitization of SMBs, as we see entrepreneurs around the world adopting current technology to run their businesses more effectively. We’re excited to leverage our experience in support of the fantastic product and community that HighLevel has built.”

As part of the transaction, General Atlantic partners Asher Hecht and Preston McKenzie will join the HighLevel board of directors. Existing investor PeakEquity Partners will remain an active shareholder in the company and retain its board seat.

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