# ASG

> ASG, legally Alpine SG, LLC, is an Alpine Investors-backed software holding and operating company that acquires mission-critical vertical SaaS and tech-enabled services businesses, then supplies leadership, capital, shared expertise and increasingly AI-focused product and go-to-market support. Founded in 2016, the Walnut Creek company says it has acquired more than 65 businesses across more than 15 verticals, serving specialized markets ranging from hospitality and human services to real estate, compliance, nonprofit operations and sports.

- **Founded:** 2016
- **Headquarters:** Walnut Creek, United States
- **Founders:** Mark Strauch (Co-founder and Chairman), Billy Maguy (Co-founder), Jake Brodsky (Co-founder and Board Advisor)
- **Team size:** Approximately 160 in supplied third-party data; LinkedIn lists 11-50 employees for the parent entity, excluding much of the wider portfolio
- **Products:** Acquire, Operate, Build, Grow, Vertical software portfolio
- **Notable:** Acquired more than 65 software businesses since 2016., Expanded experience across more than 15 software verticals with a global footprint., Reached its 50th software acquisition with ThinkLP in January 2023.

## Products & services

- **Acquire** — Founder-flexible acquisitions and strategic add-on support for mission-critical software and tech-enabled services companies.
- **Operate** — Shared operating playbooks, leadership talent, finance, people operations, security and deployable functional teams.
- **Build** — AI engineering, security and data expertise used to modernize architecture and accelerate product roadmaps.
- **Grow** — Go-to-market systems and embedded expertise spanning messaging, pipeline, forecasting and customer engagement.
- **Vertical software portfolio** — Operating companies and platforms serving hospitality, health and human services, nonprofits, real estate, compliance, logistics, sports and other specialized markets.

## Achievements

- Acquired more than 65 software businesses since 2016.
- Expanded experience across more than 15 software verticals with a global footprint.
- Reached its 50th software acquisition with ThinkLP in January 2023.
- Built and exited Paradigm, a legal technology platform assembled from Bill4Time, PracticePanther, MerusCase and Headnote.
- Created Actabl by bringing together Transcendent, ProfitSword, ALICE and Hotel Effectiveness.
- Exited EcoInteractive to mdf commerce and Trucker Tools to DAT in 2024.
- Launched ASG IV in 2025 to source mission-critical B2B SaaS verticals with $5 million to $50 million in ARR across North America, Europe and Australia.
- Entered a definitive agreement for PlayHQ in December 2025; Australian regulatory waiver approval followed in January 2026.

## Latest updates

- **2026-06** — Alpine's 2026 Force for Good report noted nine operating-company exits from ASG during the reporting period.
- **2026-02** — Alpine's 2025 year-in-review said ASG launched ASG IV and was sourcing mission-critical B2B SaaS verticals with $5 million to $50 million in ARR across North America, Europe and Australia.
- **2026-01** — Australia's competition regulator approved a notification waiver for ASG's proposed acquisition of PlayHQ.
- **2025-12** — ASG entered a binding agreement to acquire Melbourne-based community-sports platform PlayHQ, subject to customary approvals.
- **2025-11** — CXT, backed by Ionic Partners, acquired last-mile logistics company e-Courier after seven years in the ASG community.
- **2025-11** — Kaseware acquired open-source intelligence software company OSINT Combine from the ASG portfolio.
- **2025-08** — ASG and Alpine described a renewed operating focus on long-term homes for vertical software companies.
- **2025-07** — ASG published an operator profile of Visual Matrix CEO Georgine Muntz.

## Links

- Website: https://www.alpinesg.com/
- LinkedIn: https://www.linkedin.com/company/alpine-sg
- Twitter/X: https://twitter.com/alpine_sg
- Facebook: https://facebook.com/AlpineSG/

---

Profile page: https://yespress.io/asg
Published by YesPress — https://yespress.io
Last updated: 2026-08-10