The Juniper Tree: Sturdy, Adaptable, Flourishing

Since 2015, the juniper tree has served as both a representation of our company and a reflection of our defining attributes: rooted in a solid bedrock, patient, versatile, and resilient. The juniper tree can thrive in a variety of extreme conditions and its resources play a crucial role in the ecosystem. Juniper trees come in all shapes and sizes, and each blossom following a unique growth pattern.

These attributes, paired with the highest level of commitment and strategic foresight, are our firm’s daily inspiration. Our commitment to these principles drives us to support smaller-scale businesses that institutional private equity has traditionally ignored, harnessing their extraordinary potential for significant expansion and scale. Every investment is unique and we enjoy helping our teams solve challenges and unlock their growth potential.

What Drives Us We offer a fresh approach to Private Equity. Here’s how we are different and the values we stand behind:

In our pursuit of investment opportunities, our initial endeavor is to seek out businesses and management teams that align with our core values. We firmly believe that partnering with founders who have fostered exceptional organizational cultures is the key to yielding prosperous returns.

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Traditional Private Equity

Adheres to a model where the financial performance of investments is prioritized above other all other considerations.

Our primary investment strategy involves supporting smaller-scale businesses (EBITDA < $8M) that institutional private equity has traditionally ignored. We look for thriving companies operating within fragmented industries, harboring extraordinary potential for significant expansion and scale. This dynamic creates opportunities to find great businesses that have been overlooked and positions our portfolio companies for advantageous selling dynamics.

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Traditional Private Equity

Due to limitations in employee capacity and fund strategy, most firms don’t invest in platforms that are below distinct size thresholds. Smaller business can often be add-ons for larger firms where the acquiree can sometimes lose control of their vision due to substantial red tape.

We believe our firm culture leads to better investment decisions and partnerships. We are committed to radical transparency and honest debate, and encourage the youngest person in meetings to challenge the ideas of our most “seasoned” investment professionals.

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Traditional Private Equity

Often hierarchical in nature that leads to groupthink. Firm politics can spill into investment decisions.

Our capital is patient and our approach is adaptable, enabling us to make optimal decisions for our Companies, their employees, and our investors. By adopting a long-term perspective, we approach our investments with the highest level of commitment and strategic foresight and put our stakeholders before us. We take a conservative approach to debt.

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Traditional Private Equity

Often decisions are made due to funds’ time constraints or mandate restrictions. Firms will take on as much debt leverage as lenders are willing to provide, creating a drag on the portfolio company’s future growth.

We evaluate the full organization of our investment opportunities beyond just the management team, and we make decisions with the foresight of how our path forward affects all employees of the company. Our goal is to continue and expand on the legacy built by the founders of our portfolio companies.

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Traditional Private Equity

Often make radical changes to businesses that affect employees that have been with the company for many years, sometimes with limited appreciation for what has been built to date. These decisions can jeopardize key attributes of the culture that have driven past success.

Our Strategic Approach We do more than fuel growth. We expand legacies.

Juniper’s foundational approach draws on significant hands-on industry and operating experience. We are a value-added partner with a playbook to help you achieve your vision and optimize the return on our shared investment.

Introducing scalable business processes

Building the team in preparation for growth

Establishing key data/KPIs to optimize decision making

Identifying, executing, and integrating potential acquisition candidates

Connecting and enabling strategic partners and sales opportunities

Investing in culture; energizing employees with performance-based incentive upsides