Generational Capital Markets Advises InSite in Investment by Newlook Capital

By Generational Group


Generational Capital Markets, Member FINRA/SIPC and a leading mergers and acquisitions advisor for privately held businesses, is pleased to announce that Newlook Capital, Inc. has made an investment in its client, The InSite Group of Companies, including InSite Engineering, Living Water Services, and Living Water Utilities (collectively “InSite”). The transaction closed November 21, 2019 and details were not disclosed.

InSite, located in Hoover, Alabama, and operating in the Alabama and Georgia markets, designs, builds, maintains and operates wastewater treatment facilities. InSite has 35 employees and has been in business since 2005. Management remains in place and will continue to work with Newlook to grow the business through acquisitions and expansions into new markets.

Located in Burlington, Canada, Newlook Capital is a private equity firm that currently has 4 industry-specialized funds available to the retail and institutional markets. Each fund has its own focused, experienced, and aligned management, and a defined strategy. Investing throughout Canada and the U.S. with a preference for companies that exhibit a solid tangible assets base, Newlook Capital’s current holdings include: multifamily real estate and services in the U.S., industrial services in Canada and the U.S., dental practices, and QSR in Canada.

“We are very proud of the work our team completed to close this transaction,” said Elroy Gust, Newlook’s CEO. “The InSite management team are great partners and this type of investment is exactly what our investors are looking for – institutional quality investments in companies providing a technical service, with long-term recurring revenue lines. Bryan Pate and his team at InSite have built a great business and we look forward to continuing to grow with them.”

Chris Heckert, Managing Director Mergers & Acquisitions, with support from Senior Vice President, Julio Dominguez, successfully completed the recapitalization. Senior Managing Director Brian Hendershot established the initial relationship with InSite.

"InSite and Living Water are great companies with fantastic leadership. The opportunities for growth with a partner like Newlook are incredibly exciting” said Heckert.  

About Generational Capital, LLC

Generational Capital, LLC, is a Dallas, Texas-based merger and acquisition advisory firm. Generational Capital wholly owns Generational Capital Markets, Inc., Member FINRA/SIPC. More information can be found at

Generational Capital and Generational Capital Markets are part of the Generational Group and are affiliated with Generational Equity, LLC, which The M&A Advisor named Investment Banking Firm of the Year in 2016, 2017, and 2018.

GCM's most recent awards include The M&A Advisor's 2019 M&A Deal of the Year Award (50M-75M) and the Corporate/Strategic Deal of the Year (25M-50M).

About Generational

Headquartered in Dallas, Generational is one of the leading M&A advisory firms in North America.

With more than 350 professionals located throughout 17 offices in North America, the companies help business owners release the wealth of their business by providing growth consulting, merger, acquisition, and wealth management services. Their six-step approach features strategic and tactical growth consulting, exit planning education, business valuation, value enhancement strategies, M&A transactional services, and wealth management.

The M&A Advisor named the company Investment Banking Firm of the Year three years in a row, Valuation Firm of the Year in 2020, and North American Investment Bank of the Year in 2022 as well as Consulting Firm of the Year. For more information, visit