Freeths Advises G=mc² on Significant Investment From Mobeus Equity Partners
Freeths is pleased to announce that its Corporate team has advised G=mc², a fast growing, tech enabled brand strategy consultancy, on securing a transformative investment from Mobeus Equity Partners. This strategic partnership will enable G=mc² to accelerate its ambitious growth plans and expand its innovative solutions to global brands.
The investment by Mobeus marks a significant milestone for G=mc², reinforcing its position as a market leader in the provision of technology-enabled strategic consultancy to owners of iconic global brands. The deal reflects strong investor confidence in G=mc²’s technology and vision for the future.
The Freeths team was led by Corporate Partner Malin Svanberg Larsson, who was supported by Corporate Senior Associate Hollie Robinson, IP Managing Associate Dan Cahill, Tax Partner Claire Boyce, Tax Managing Associate Nur Alzubeydi, Banking and Finance Partner Andrew Curtis, Employment Partner Laura Tracey and Employment Associate Niamh Hogg.
Commenting on the transaction, Malin Svanberg Larsson said: “We are delighted to have advised G=mc² on this transformative investment by Mobeus Equity Partners. This partnership will enable G=mc² to accelerate its ambitious growth plans and continue delivering cutting-edge, AI-driven insights to some of the world’s most iconic brands. Supporting innovative businesses like G=mc² is at the heart of what we do at Freeths, and it has been a privilege to work alongside their exceptional team to bring this deal to fruition.”
Mark Luce, Co-Founder of G=mc² said: “Working with Freeths on this transaction has been an outstanding experience. Their deep expertise, pragmatic approach, and unwavering commitment ensured that every aspect of the deal was handled with precision and care. The team went above and beyond to navigate complex issues and deliver a seamless process, allowing us to focus on our vision for growth. We couldn’t have asked for a better partner to guide us through this pivotal moment.”
ABOUT FREETHS
Freeths is a top 50 commercial law firm, trusted by leading private and public sector clients including Centrica PLC, ENGIE, Aldi, Mercedes-Benz UK, Tarmac, Experian, and Lloyds Bank.
Recognised for its landmark High Court victory for 555 sub-postmaster clients against the Post Office – one of the most significant miscarriages of justice in British legal history – Freeths continues to advise on the subsequent GLO and Horizon Convictions Redress compensation schemes.
As a certified B Corporation (B Corp), Freeths is committed to responsible business practices, demonstrating its focus on delivering the highest standards of environmental and social impact, governance and inclusion. This commitment is reflected in accolades such as Diversity Champion status from Stonewall, Gold accreditation from Investors in People (2025), Tommy’s Champion status (2025), and recognition as a Top 30 Employer by Working Families (2025). Freeths is also featured in the Legal 500 Green Guide 2026 for its sustainability leadership.
An award-winning firm, Freeths has been named Law Firm of the Year at the City AM Awards 2025 and the Legal Business Awards 2024, and was runner-up for UK Firm of the Year at The Lawyer Awards 2025.
