International law firm Bird & Bird has advised AmplifyMe, a market leading provider of financial simulation and experiential learning technology, on a strategic investment by Northcote Equity, a specialist private equity firm focused on high growth, tech enabled businesses. The transaction represents a significant milestone for AmplifyMe as it continues to scale its platform and expand its global footprint within the financial education and early careers talent sector.
AmplifyMe, founded in 2009 by former traders Will de Lucy and Piers Curran, has grown from a niche simulation provider into a leading global platform for practical finance training. It now delivers over 250 proprietary simulations to universities and financial institutions worldwide. More than 300,000 learners across 100+ countries have taken part in its programmes, supported by more than 400 university partnerships.
The company plays an increasingly influential role in how financial institutions attract and assess talent. Its simulations are used not only for learning but also as part of real recruitment processes, including long-standing collaborations with major firms such as Morgan Stanley for early career hiring. The platform acts as a bridge between universities, students and employers, creating a seamless pathway from education through experience to employment.
Northcote Equity is a founder-focused investment firm backing technology and services businesses across the UK and Ireland, investing up to £40 million in majority and minority positions.
Northcote’s investment marks an important inflection point for AmplifyMe. The funding will support international expansion, continued enhancement of its simulation and assessment technology, and further scaling across its core focus areas: talent attraction, capability assessment and professional development. It will also strengthen the company’s growing network of global university partners and broaden access to practical, simulation-based finance training.
The Bird & Bird corporate team comprised Jee Ha Kim (Partner), Albert Mennen (Senior Associate), Richie Lamb (Senior Associate), Katie Grimstone (Associate), Harry Kinnings (Trainee Solicitor) and Ella Wolfenden (Trainee Solicitor).
Partner on the transaction, Jee Ha Kim, commented:
“We are very pleased to have supported AmplifyMe and its founders on this landmark transaction. The company is redefining how early career talent is assessed and developed in the financial sector, and Northcote Equity’s investment provides a strong platform for the next stage of that evolution. This deal also reflects Bird & Bird’s deep experience advising fast-growing, technology-driven businesses and private equity investors backing them. We look forward to seeing AmplifyMe accelerate its global expansion and continue setting new standards in experiential finance learning.”
William De Lucy, CEO of AmplifyMe, commented:
“The Bird & Bird team led by Jee guided us through every stage of this investment transaction with exceptional precision and expertise. Their advice was commercially grounded and forward-thinking, offering practical ways to resolve complex situations throughout the process. They are simply the go-to firm for anyone needing a great M&A legal advisor operating at the intersection of law and technology.”
