Brand Velocity Partners

Brand Velocity Partners (BVP) is a private equity firm founded on the belief that brand building coupled with financial expertise can unlock significant value in companies with established but underdeveloped marketing strategies. Instead of creating a traditional fund, BVP raises capital on a deal-by-deal basis, ensuring that each acquisition has its own set of investors. A unique element of BVP's approach is their "Share the Gains" program, which allocates 10% of the carried interest to non-management employees of portfolio companies, enabling broader participation in the economic benefits of investment success. This initiative aims to increase employee engagement and address societal inequality by ensuring all workers benefit from the firm's growth.

Implementing "Share the Gains" comes with challenges. BVP must navigate how to reward employees who leave before the hold period ends and effectively communicate the program to employees, senior managers, and investors. Detailed planning is required to ensure the program aligns with the firm’s goals of increasing engagement and maintaining investor returns.