Gregory FCA Buys BackBay Communications

The Acquisition Will Create The Sixth Largest Firm In Financial Services Strategic Communications
Pictured left to right: Joe Anthony, Co-Owner, President and Head of Gregory FCA’s Financial Services division; Greg Matusky, Founder and CEO of Gregory FCA; and Bill Haynes, Founder and CEO of BackBay Communications (Photo: Business Wire)
Pictured left to right: Joe Anthony, Co-Owner, President and Head of Gregory FCA’s Financial Services division; Greg Matusky, Founder and CEO of Gregory FCA; and Bill Haynes, Founder and CEO of BackBay Communications (Photo: Business Wire)
Jeff Berman, Contributing Editor & Reporter, Wealth Solutions Report
Jeff Berman, Contributing Editor & Reporter, Wealth Solutions Report

Public relations firm Gregory FCA said Wednesday it acquired BackBay Communications, a specialized financial strategic communications agency with offices in Boston and London.

Citing O’Dwyer’s 2024 ranking of financial PR firms, Gregory FCA said the purchase creates the sixth largest financially focused strategic communications firm in the U.S. and the 36th largest overall.

BackBay will continue to operate under its trade name, with Founder and CEO Bill Haynes leading the 27-person BackBay team as Executive Vice President and Managing Director.

Haynes joins Gregory FCA’s leadership team alongside CEO and Founder Greg Matusky, New York Managing Director Brittany Bevacqua, Chief Operating Officer Brittany Liberatore and Joe Anthony, Co-Owner, President and Head of Gregory FCA’s financial services division.

“We are working to create a PR and marketing agency platform in a similar fashion as to what some of the enterprise level RIA firms have done in that space,” Anthony told Wealth Solutions Report on Monday.

“We see centralized resources, common training practices and scale helping us achieve the growth we are after and serve our clients more robustly,” he added.

The BackBay purchase is part of Gregory FCA’s broader growth strategy, it said, and represents its third acquisition with minority investor Copley Equity Partners.

“The deal enhances Gregory FCA’s already deep bench of financial expertise,” the firm said, pointing to its staff of public relations and content professionals who include former journalists and analysts from The New York Times, Money, S&P Global, Celent and American Banker.

“Talent wins,” according Matusky.

“While AI promises to disrupt our industry, talent is still the key driver.”

Greg Matusky

“While AI promises to disrupt our industry, talent is still the key driver,” he said, while welcoming BackBay “into our verticalized practice, serving financial services, technology, real estate, healthcare, supply chain, nonprofit, and sustainability clients.”

For BackBay, meanwhile, the transaction provides an expanded suite of offerings via Gregory FCA’s investor relations, creative services and digital marketing capabilities. BackBay also gains access to Gregory FCA’s portfolio of AI tools.

“We are proud of the culture, client base, and firm we have built at BackBay, so it was imperative for us to find a partner that shares our focus, approach, and values,” Haynes explained. “We found that and more in Gregory FCA.”

Haynes added: “The acquisition will provide enhanced career opportunities for our team members and additional value-added services for our clients.”

The agencies’ combined expertise positions the firm to handle large-scale clients and those operating in “more nuanced segments of the market,” Gregory FCA said.

Companies expected to benefit from the acquisition include those within the wealth management, asset management, fintech, wealthtech, private equity, private credit, insurance, capital markets, banking, sustainable investing and digital asset sectors, the firm added.

Gregory FCA’s “first-mover position in AI development, testing, training and deployment, and its passion to share its conclusions and findings with the broader communications sector, has led to industry-wide recognition and increased demand for its PR and marketing services,” it said.

Jeff Berman, Contributing Editor & Reporter at Wealth Solutions Report, can be reached at jberman@wealthsolutionsreport.com.

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