Amala Partners provides strategic advice, marketing skills and execution capability to managers of private equity funds seeking to raise capital and continue their success. We deliver creative, relevant and compelling fundraising campaigns that differentiate our clients and lay the foundations for long-term relationships of trust with investors.

Talk to the clients and institutional investors who work with us and if you think that together we can make a difference for your firm, we'd like to talk to you.

Our expertise – the four Ps


In a crowded and competitive marketplace, we make sure that our clients stand out. Through experience, market knowledge and our own proprietary due diligence we understand what differentiates our clients. Through our creative approach to communications and marketing, we make sure potential investors do, too.


Often beginning as much as two years ahead of fundraising, we guide our clients in getting their message across and building relationships with prospective investors. We foster a receptive audience for the pitch books, private placement memoranda and bespoke due diligence packages we develop. Our reputation for openness and integrity with investors, our empathy with their concerns, our understanding of their people and processes, all mean that our clients are well prepared for success.


We don’t claim to know everyone who might invest in our clients’ funds but we do have relationships of trust, built over many years, with most of the investors that probably will. Over 100 different institutions and family offices have committed to the funds we have placed, divided about equally between the US, continental Europe and the UK. We are effective advocates for our clients and we focus on making efficient use of their time.

Project Management

No fund is raised unless it is closed. As well as inspiration, it takes a great deal of perspiration to get to a successful closing. We manage the information flow, getting potential investors the answers they need, helping them meet the people they need to see. We understand investment processes and work hard at helping institutional investors get to a positive outcome. We co-ordinate with other advisors and where we can, we help broker solutions to issues that are fair and foster a spirit of partnership.

Our team

Ian Simpson

Ian Simpson

  • Founder of Amala Partners

  • 30 years’ experience in the private equity market

  • Previously co-founded Helix Associates, Europe’s first boutique placement firm

  • MA in Politics, Philosophy and Economics from Oxford University

  • Sample deal list: August Equity, Quadriga Capital, OpCapita, Piper Private Equity, Core Capital, Exponent Private Equity, Barclays Infrastructure Funds, Altor Equity Partners, GEM Benelux, Graphite Capital and Bridgepoint Capital

Simone Brands

Simone Brands

  • Joined Amala on its foundation

  • 11 years’ experience in the private equity market

  • Previously at 3i (Fund Investor Relations) and Probitas Partners

  • Masters (Honours) in Finance from UNSW and Bachelors of Commerce & Science from the University of Sydney

  • Sample deal list: Quadriga Capital, OpCapita, August Equity, Rantum Capital, Core Capital, Graphite Capital and Barclays Infrastructure Funds

Thomas Sparrow

Thomas Sparrow

  • 11 years’ experience in financial markets, of which seven in the private equity market

  • Previously worked at Actis and PwC

  • Associate Chartered Accountant (ACA) and a certified Project Management Professional (PMP); BSc in Environment, Economics and Ecology from the University of York

  • Sample deal list: August Equity, OpCapita, Rantum Capital

Jeremy Gough

Jeremy Gough

  • Jeremy is a Senior Advisor at Amala and brings a wealth of private equity experience, gained over more than 30 years in the industry

  • His experience encompasses investment in start-ups, growth capital, buy-outs, non-executive experience in both private and publicly quoted companies, investment committee roles, fundraising and investor relations

  • He is also serving as a Non-Executive Chairman of Adaxia Capital Partners and of the firm’s Investment Committee. Previously, Jeremy was a Senior Partner of Graphite Capital, a leading UK mid-market buy-out firm

  • Prior to that, he was a founder Director of Morgan Grenfell Development Capital and a Director of Close Investment Management

  • He began his career in private equity at 3i

  • Jeremy holds an MA in Classics from Oxford University and has completed the Advanced Management Programme at INSEAD

  • He also has a BA in Politics, Philosophy and History from the University of London

Helena Easton

Helena Easton

  • Three years’ experience in the private equity market

  • 11 years’ experience in administrative roles

  • BA and MA in Drama and Theatre

  • Sample deal list: August Equity, OpCapita, Rantum Capital

Our basis of success

Aligning interests

  • We always invest in the funds we place

  • We only work on a select number of fundraisings each year

Creating emotional engagement

  • Every deal needs a champion who is motivated to act

  • Champions are created when marketing is relevant and compelling

Better advocates, better advisers

We don't split origination and due diligence from distribution

  • Better advocates of our clients' funds because we understand them

  • Better advisers to our clients because we know how investors think


Our services

Full fundraise

  • Amala acted as full service placement agent for August Equity Partners, one of the UK's leading mid-market buyout firms

  • Closed August Equity Partners III over-subscribed at its £200 million cap in 2013. Retained again for the forthcoming raise of their fourth fund

Project management

  • Amala developed and managed the due diligence and back office investor data and requests surrounding 17Capital Fund 3

  • Provided platform for a successful fundraise of €500 million in 2015


  • Amala advised on the restructuring of Core Capital, a successful private equity firm with a demonstrated ability to grow small platform businesses to scale

  • 2011 Fund I stapled secondary of €76 million and 2015 Fund II of £85m

Investor relations

  • Amala provides the investors relations function on behalf of Quadriga Capital, the well-known German mid market manager after assisting them to a successful 2012 €529 million raise

  • Arrange road shows, strategic advice, AGM preparation

Strategic advice

  • Amala provided strategic advice to the partners of Exponent, the UK upper mid-market buyout firm, on their most recent Fund III raise which closed over-subscribed at €1 billion

Our clients

Some of our past and current clients:

Our funds

Amala Partners has its own dedicated and secure workspace hosted by Intralinks.

Click here to log on and access due diligence information on our clients' funds.

Contact us

Where we are
  •  Favourite coffee bars
  •  Favourite pub
  •  Favourite restaurants
  •  Favourite quick bites
Taylor St Baristas Pollen Steet Social Defino The Mount Street Deli Mr Foggs Sketch Le Caprice Nopi Everbean
Where we are

Amala Partners LLP

11 Bruton Street
London W1J 6PY

Tel: +44 (0)20 3725 2300

Visit the Amala SHOP and pick up some of our great branded giveaways.