We see you are visiting from an Internet Explorer browser. Due to the deprecation of Internet Explorer and for security reasons, the PSG site is not supported in Internet Explorer. For the best experience, please use an alternate browser.

Psg portfolio Assembly background

Press Release

Providence Strategic Growth Invests in Assembly

Assembly Announces Significant Investment by Providence Strategic Growth

Investment to Support E-Commerce Software Acquisitions, Including Acquisition of Helium 10

LOS ANGELES, CA – E-commerce technology company Assembly announced a significant investment by affiliates of Providence Strategic Growth (“PSG”), the growth equity affiliate of Providence Equity Partners. Assembly intends to use the capital to build and acquire e-commerce software and services, including its most recent acquisition of Helium 10, a world-class software solution that empowers Amazon merchants to expand and optimize their businesses.

“Launching an online store has never been easier than it is today, but building a successful, thriving e-commerce business is only growing in complexity,” said Sandeep Kella, co-founder and CEO of Assembly. “Our goal is to provide best-in-class software so merchants can focus on what they do best: creating great products.”

With Kella’s decade of leadership experience at the intersection of e-commerce and software, he is excited to be partnering with PSG: “The PSG team has deep experience and a proven track record of partnering with founders and building SaaS companies; this expertise makes them the ideal partner for Assembly. Their investment will enable Assembly to fulfill its mission of helping merchants scale.”

“Merchants need more technology than ever to grow, and Assembly has built an impressive company that is well-positioned to address this challenge. We are excited to partner with Sandeep and his talented team to help grow and drive their vision forward. Assembly’s acquisition of Helium 10 is representative of the attractive growth opportunities we expect to achieve with our partnership,” said Matthew Stone, Principal at PSG.

An all-in-one software platform, Helium 10 helps Amazon merchants conduct effective product and keyword research, competitor and market intelligence, advertising, listing optimization, refund management, financial analysis, and much more. The comprehensive software suite is designed to be advanced and intuitive in order to save merchants both time and resources.

“I am ecstatic to have Helium 10 join forces with Assembly,” Manny Coats, co-founder of Helium 10, said. “This acquisition allows Helium 10 to rapidly grow its talented employee pool and accelerates our ability to execute on new features for our customers. Our aligned vision for the future will allow Helium 10 to solidify itself as the only software solution needed to successfully sell on Amazon.”

“Since Day 1, Helium 10 has focused on helping merchants succeed on Amazon through software, content, and training,” added Kella. “As a result, they have built an engaged community that trusts Helium 10 as an authority in the space. This consumer trust is a cornerstone for every company that becomes part of Assembly.”

As the e-commerce sector continues to grow and consumer spending increasingly shifts online, Assembly is well positioned to continue equipping merchants with the technology they need to succeed.

Northbound Group served as financial advisory to Helium 10 with Fredrikson & Byron P.A serving as legal advisor. Weil, Gotshal & Manges LLP served as legal advisor to PSG, and Greenberg Glusker served as legal advisor to Assembly.

About Assembly

Assembly is focused on acquiring and building industry-leading software and services that empower e-commerce merchants to more effectively run their businesses. Its long-term mission is to assist millions of merchants in their growing need to adopt new technology, regardless of where they sell their products and services.

About Helium 10

In 2015, Helium 10 was founded with the mission of helping Amazon merchants rise to the top. Today, it serves as a leading all-in-one software platform for Amazon merchants. Helium 10 equips merchants with everything they need to grow and optimize their e-commerce businesses. Its mission is to deliver highly accurate, data-driven, comprehensive software to Amazon merchants everywhere. Helium 10 is headquartered in Irvine, California.

About Providence Strategic Growth Capital Partners L.L.C.

Providence Strategic Growth ("PSG") is an affiliate of Providence Equity Partners ("Providence"). Established in 2014, PSG focuses on growth equity investments in lower middle market software and technology-enabled service companies. Providence is a premier global asset management firm that pioneered a sector-focused approach to private equity investing with the vision that a dedicated team of industry experts could build exceptional companies of enduring value. Since the firm's inception in 1989, Providence has invested in more than 200 companies and is a leading equity investment firm focused on the media, communications, education and information industries. PSG is headquartered in Boston, MA, with offices in London and Kansas City. For more information on PSG, please visit www.psgequity.com, and for more information on Providence, please visit www.provequity.com.