Armira Secures Financing for Acquisition of fluent:cx UK
Deal News | Mar 13, 2025 | Goodwin
Goodwin provided legal advice to Armira and its portfolio company Salesfive on securing acquisition financing for fluent:cx UK. Fluent:cx is a key Agentforce partner in the UK, providing Salesforce solutions to various industries including insurance, media, telecommunications, and automotive. Salesfive, recognized as Europe's largest Salesforce boutique partner, aims to set digital excellence standards with its 340-strong team operating from nine offices. Armira specializes in equity investments ranging from EUR 20 to 200 million in market-leading medium-sized companies within Germany, Austria, and Switzerland. The Goodwin transaction team was composed of members from Munich and London offices, showcasing their extensive experience in private equity and finance.
Sectors
- Private Equity
- Software and Technology Services
- Legal Services
Geography
- United Kingdom – fluent:cx UK operates in the UK serving various sectors with Salesforce solutions.
- Germany – Armira, the holding group making the investment, is based in Germany.
Industry
- Private Equity – Goodwin provides legal advisory services to Armira, which specializes in private equity investments.
- Software and Technology Services – fluent:cx UK operates as a Salesforce solutions provider for various industries in the UK.
- Legal Services – Goodwin offers transaction advisory services in private equity and finance domains.
Financials
- EUR 20 to 200 million – The investment focus range of Armira for medium-sized companies.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| fluent:cx UK | Target Company | Company | A leading Agentforce partner implementing Salesforce solutions in the UK. |
| Salesfive | Portfolio Company | Company | Europe's largest Salesforce boutique partner and portfolio company of Armira. |
| Armira | Bidding Company | Company | A holding group focusing on equity investments in medium-sized companies across Germany, Austria, and Switzerland. |
| Goodwin | Legal Advisor | Company | Provided legal advice on the acquisition financing. |
| Salesforce | Other Company | Company | Previously advised on acquisition financing of fluent:cx. |