About Us - ASG

WHAT
WE
BELIE
VE.

WHAT WE BELIEVE.

People come first… no exceptions.

Knowledge sharing makes us all better.

Silos are for farms not companies.

Talent is based on what you can do, not what you’ve done.

Every company should be as good as your best company.

Data makes us all smarter.

Capital can be a force for good.

Our story

WELCOME TO
VERTICAL
SAAS:

While ASG’s story starts in 2016, the idea was brewing years before that.

Our co-founders — Mark Strauch, Billy Maguy, and Jake Brodsky of Alpine Investors — saw a trend. With the rise of cloud technology, SaaS founders no longer needed Venture Capital.

Say hello to SaaS 2.0:
a new generation of SaaS Founders who bootstrapped their business from the ground up and still own 100%.

And it wasn’t just about bootstrapping. Verticalization became possible. These founders began building software for niche, vertical markets traditionally underserved by technology. Markets like legal technology or property management. These founders started building impressive products with fierce customer loyalty, creating healthy, highly recurring revenue businesses.

THE
INFLECTION
POINT:

Inevitably, these founders reached an inflection point. They grew the business this far, but they needed capital. They wanted scale. They wanted expertise. Maybe they wanted to go build their next thing. They craved financial freedom while trusting their business, their teams, their legacy with a partner who cared. And they didn’t fit the profile for Venture Capital or traditional Private Equity.

THE IDEA

So we asked ourselves — what if we built an unconventional kind of software business? One that could…

Give these founders the liquidity they deserve

Create a place for their legacy to continue

Use capital from Alpine Investors to grow inorganically

Unleash a team of PeopleFirst leaders and industry experts to explode growth

One that could create a new market for vertical SaaS businesses to thrive. Alone, a single company might struggle to navigate operations, scale, and growth. Together, we win.

HOW IT CAME TO LIFE

6 years in and we’re still buying and building exciting SaaS businesses. We’ve brought market leaders together to create world class vertical software companies (like Actabl, Traject, Radicle Health, and Paradigm to name a few). And we’re bringing a unique, PeopleFirst mindset to everything we do.

businesses

verticals

founders

employees

1000

We’ve welcomed countless teams with open arms and listening ears. We’ve placed 30+ leaders in our companies who honor the founders legacy, take care of their teams, and grow the heck out of the business.

We’ve brought on ASG talent across Engineering, Finance, HR, People Ops, and more. We’ve launched a Growth Advisors Program to lift up and unleash the incredible teams that join ASG. All in service of building an ASG community that operates better together.

Looking Ahead

The democratization of SaaS only continues to accelerate. Founders are building companies faster and reaching feature parity in a few short years. New verticals, new markets and new founders are emerging every day.

We continue to believe that when you combine capital, community, deep experience, and people who lead with humanity, you can grow meaningful businesses and legacies that live long into the future.

Join Us