Aux Insights

How Aux Insights Surpassed $10M Revenue Advising Private Equity Firms

February 28th, 2025

Founded By

Kasey Grelle

Monthly Revenue

$833K

Founders

Profitable

Yes

Year Started

2023

Customer

B2B

Founded By
Kasey Grelle: Monthly Revenue
$833K

Founders
2: Profitable
Yes

Year Started
2023: Customer
B2B

Who is Kasey Grelle?

Kasey Grelle, co-founder of Aux Insights, is a former TV news reporter and business executive with a background in venture capital and mergers and acquisitions, while Jesse Pujji is a serial entrepreneur and CEO of Gateway X, educated at Wharton, with previous experience at McKinsey.

What problem does Aux Insights solve?

Aux Insights helps private equity firms avoid costly mistakes and unlock hidden digital marketing growth opportunities in their potential acquisitions, ensuring smarter investment decisions.

How did Kasey come up with the idea for Aux Insights?

Jesse Pujji and Kasey Grelle's idea for Aux Insights started quite organically. Jesse was regularly receiving calls from friends in private equity, asking for advice on digital marketing strategies for their potential acquisitions. Realizing he had both a unique insight and a network of connections in this niche, he saw a gap that existing consulting giants didn't cover comprehensively—specifically, the bridge between strategy and the actual marketing execution private equity companies need.

Kasey, with her investigative background and keen interest in diligence, was perfect for exploring this opportunity. They both recognized that many firms lacked the expertise to thoroughly evaluate digital marketing capabilities as part of their due diligence process. Together, they identified that their combined experiences and networks could create a service to fill this void, translating strategic marketing knowledge into actionable insights for private equity—an insight not fully covered by existing management consultancies or marketing agencies.

Before fully launching, their approach involved talking to their network to confirm the need for this specialized service. Through initial discussions and validation, they learned there was strong demand for an offering that truly understood both the marketing landscape and the private equity mindset, allowing them to refine their approach before entering the market. This initial validation also helped them formulate a service that could precisely target and solve the specific challenges faced by potential clients.

How did Kasey Grelle build the initial version of Aux Insights?

Aux Insights was meticulously built with a focus on both digital marketing strategy and the financial implications of these strategies, particularly for private equity firms. The development of their consulting services involved leveraging advanced marketing technology and performance analytics tools to bridge the gap between marketing strategies and financial outcomes. The firm initially focused on creating a set of solutions for different stages of private equity deals, including pre-acquisition due diligence and post-acquisition value creation. This setup required a robust tech stack that could handle auditing marketing channels, Google Analytics, CRM platforms, and advertising performance on social media. The first phase of development involved a discovery tour with key market players to understand their needs, a process that took several months but paid off by building demand before official incorporation. Challenges included rapidly adapting their offerings as market conditions shifted, particularly with fluctuating deal activity in the private equity space.

What was the growth strategy for Aux Insights and how did they scale?

Networking and Relationships

Aux Insights leveraged Jesse Pujji's existing network in the private equity world to quickly gain traction. Jesse's alumni status from Wharton and his connections to top private equity firms served as a strategic gateway to secure meetings and projects. This approach allowed Aux Insights to establish credibility and trust quickly with potential clients, as they were perceived as insiders who understood both marketing and private equity worlds.

Why it worked: Networking provided Aux Insights with a direct line to decision-makers at private equity firms. This credibility and network reduced the time and effort usually required to gain access to such high-level clients. The implicit trust from being referred or recommended by a known contact made it easier for Aux Insights to pitch their services effectively.

Expertise and Niche Positioning

Aux positioned itself as a niche consulting firm that specifically handled digital marketing and growth strategy for private equity firms. They identified a gap where traditional consulting giants like McKinsey and Bain were too general or high-level in their marketing assessments. Aux specialized in translating between marketing intricacies and strategic private equity needs, setting themselves apart from both large generalists and niche agencies.

Why it worked: By focusing narrowly on digital marketing due diligence and growth strategies, Aux Insights could offer specialized knowledge that other firms couldn't match. This differentiation was crucial for standing out in a competitive industry, leading clients to choose them over larger firms that lacked this specialized expertise.

Aux Insights used content, particularly through Jesse's public profile and newsletter efforts, to increase visibility and attract potential clients. Through newsletters, Aux promoted insights, trends, and expertise in digital marketing and private equity, enhancing their reputation as thought leaders in the space.

Why it worked: Regular, insightful content keeps Aux top-of-mind with both existing and potential clients, establishing them as trusted experts. It also serves as an indirect channel for lead generation, providing value upfront and nurturing relationships over time.

Client Referrals and Repeat Business

A key component of Aux's growth strategy was ensuring high client satisfaction, leading to referrals and repeat business. By consistently delivering a minimum of 3X ROI on their engagements, Aux ensured clients were not only satisfied but also willing to refer them within their networks.

Why it worked: In a relationship-driven industry like private equity, satisfied clients are the most powerful marketing channel. Repeat business from existing clients and referrals to others looking for similar services acted as a multiplier effect on growth, allowing Aux to expand its client base efficiently.

What's the pricing strategy for Aux Insights?

Aux Insights employs a pricing strategy similar to McKinsey, Bain, and BCG, offering customized consulting packages involving engagement managers, associates, and analysts, with rates below the $250,000 weekly benchmark set by industry leaders. Their competitive pricing is designed to attract private equity clients looking for detailed marketing diligence and value creation projects.

What were the biggest lessons learned from building Aux Insights?

Leverage Your Network: Aux Insights grew rapidly due to the founders' strong relationships in the private equity world, which facilitated early client acquisition. Aspiring founders should nurture and leverage their existing networks to open doors and establish credibility quickly.
Adapt Offerings to Market Needs: Aux pivoted from focusing heavily on due diligence to balancing value creation when market conditions slowed deal-making. This flexibility in tailoring services to current market demands can help maintain revenue streams.
Focus on Unique Expertise: Aux carved a niche by combining marketing and private equity insights, offering specialized services that larger consulting firms couldn't match. Aspiring founders should identify and capitalize on their unique skill sets or market gaps to differentiate from competitors.
Think and Charge Big: Initially, pricing was a challenge, but Aux adjusted by charging rates that reflected the value and impact of their expertise. Don't undervalue your services; instead, ensure your pricing aligns with the value delivered.
Build before Building: Aux's approach to gauging demand through initial conversations before fully launching the business ensured a product-market fit. Founders should consider validating their ideas with potential customers before investing heavily, reducing initial business risk.

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