# Fullsteam

> Fullsteam acquires and operates industry-specific software businesses, pairing their business management tools with embedded payments and shared operational support. Its portfolio serves small and midsize businesses in markets including wine, hospitality, automotive, healthcare, and self-storage; the company reports more than 60,000 customers.

- **Founded:** 2018
- **Headquarters:** Auburn and Atlanta, United States
- **Founders:** Michael Lawler (Founder and Chief Executive Officer), Aquiline Capital Partners (Co-founding investment sponsor)
- **Products:** Fullsteam Payments, Vertical business management software, Digital marketing services, Embedded insurance, Merchant capital
- **Notable:** Nearly 50 founder-led software companies brought together by December 2021., 70 acquisitions and approximately 50,000 customers reported in May 2023., Company reports 11 acquisitions and 40% annual recurring revenue growth in 2024.

## Products & services

- **Fullsteam Payments** — Payment processing embedded in portfolio software for online, in-person, and mobile transactions. The company dates its payments launch to 2019.
- **Vertical business management software** — A portfolio of specialist products including Commerce7 for wineries, Urable for automotive detailing, Maestro and Silverware for hospitality, and CounselEAR for hearing healthcare and speech pathology.
- **Digital marketing services** — Industry-specific websites, advertising, email, and text marketing services.
- **Embedded insurance** — Industry-specific insurance offered through its embedded solutions platform; the first insurance offering launched in 2024.
- **Merchant capital** — A branded cash-advance offering with repayments tied to daily sales; eligibility and commercial terms require an individual offer.
- **Shared operations and acquisition support** — Finance, HR, legal, compliance, product strategy, sales support, and acquisition expertise for portfolio companies.

## Achievements

- Nearly 50 founder-led software companies brought together by December 2021.
- 70 acquisitions and approximately 50,000 customers reported in May 2023.
- Company reports 11 acquisitions and 40% annual recurring revenue growth in 2024.
- Current company About page reports 60,000+ customers and 2,100+ employees.

## Latest updates

- **2025-01** — Commerce7 announced Fullsteam’s acquisition of WineDirect’s direct-to-consumer SaaS division and outlined customer and payments migrations.
- **2025-04** — PEAK 15 documented a fix disabling Cancel after payment submission to prevent mismatches between MerchantTrack and PEAK 15 records.
- **2025-05** — Urable announced its sale to Fullsteam, retaining its existing leadership team.
- **2025-12** — Covington Associates announced its advisory role in CounselEAR’s sale to Fullsteam on December 30.
- **2026-06** — CounselEAR’s updated terms identify Fullsteam Software Holdings LLC DBA CounselEAR as its service provider.

## Links

- Website: https://www.fullsteam.com/
- LinkedIn: https://www.linkedin.com/company/fullsteam-llc

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Profile page: https://yespress.io/fullsteam
Published by YesPress — https://yespress.io
Last updated: 2026-10-18