Penta

Canaccord Genuity Advises Penta Group, the World's First Full-Scale Stakeholder Communications and Reputation Intelligence Firm, on its Sale to Shamrock Capital

Investment to accelerate Penta’s next phase of growth and unlock new capabilities to meet the needs of today’s ever-changing communications landscape

Canaccord Genuity advised Penta Group, the world's first full-scale, integrated stakeholder communications and reputation intelligence firm, on its investment from Shamrock Capital, a Los Angeles-based investment firm specializing in the media, entertainment, content, communications, sports, marketing, and education sectors. This investment will supercharge Penta’s ability to deliver differentiated strategic advisory, data, insights, and technology offerings for large enterprises navigating complex stakeholder relations in an increasingly complicated and rapidly changing business, policy, and regulatory environment. The company was previously a portfolio company of Falfurrias Management Partners. Canaccord Genuity also led the 2020 sale of Ballast Research to Falfurrias, the original acquisition made by the firm to create Penta. 

Penta is a global leader in stakeholder communications, reputation management, and brand building, and was purpose built for the future of the communications landscape. By leveraging cutting-edge data and research, the company delivers strategic insights that drive impact in an era of heightened complexity and rapid change. Penta combines proprietary AI and advanced data products with deep business, policy, and communications expertise to better define, predict, and manage challenges across all stakeholder groups, from policymakers and investors to customers and employees. The company is headquartered in Washington D.C., with offices around the world, including New York, San Francisco, London, Brussels, Paris, Dublin, and Hong Kong.

Penta has experienced considerable growth over the past few years, as the company has been redefining what it means to be a trusted partner to global brands, by weaving data and insights into all components of its offering. This approach has enabled Penta to provide trusted, data-driven counsel to C-suite executives facing complex decisions that impact their brand performance, stakeholder reputation, and stock price. In the current market environment, the stakes have never been higher, and the company’s approach is resonating strongly with the leaders of Fortune 500 and global businesses across multiple sectors, from financial services and healthcare to technology and education. Shamrock believes the acquisition of Penta will enable the company to continue its rapid growth trajectory, while further investing in its proprietary data, analytics, and AI capabilities and building out its scaled global footprint. 

Shamrock Capital is a Los Angeles-based investment firm with approximately $6.5 billion of assets under management as of March 31, 2025. Shamrock Capital invests exclusively in media, entertainment, communications, and related sectors through a multi-fund strategy centered on private equity investments, as well as ownership and financing of content and media rights. The firm was originally founded in 1978 as the family investment company for the late Roy E. Disney and has since evolved into an institutionally backed firm with a leading group of investors, including endowments, foundations, and sovereign wealth and pension funds. Shamrock Capital partners with strong management teams and takes an active, collaborative approach to creating value in each investment. 

Falfurrias Capital Partners is an operationally focused middle-market private equity fund focused on investing in growth companies. The team is comprised of investors and proven operators, as well as in-house resources across strategy & market insights, risk & integration, talent, and technology. The fund is managed by Falfurrias Management Partners, a Charlotte-based private equity firm founded in 2006 by Hugh McColl Jr., former chairman and CEO of Bank of America; Marc Oken, former CFO of Bank of America; and Managing Partner Ed McMahan. The firm has raised $3.6 billion across seven funds and invests in growing, middle-market businesses in sectors where the firm’s operational resources, relationships, and sector expertise can be employed to complement portfolio company executive teams in support of growth objectives.