Automation Logic Case Study

Automation Logic – Supporting a Growth Journey to Successful Exit

In 2014, Automation Logic (AL), a fast-growing London-based DevOps and cloud consultancy, engaged Acuity to help establish a fit-for-purpose finance function and advise on efficient tax structures to support founder cash extraction. What began as a focused project quickly evolved into a long-term strategic partnership, with Acuity acting as AL’s outsourced CFO team through a period of exceptional growth — supporting the business as it scaled from £3 million to £20 million in turnover and ultimately exited to Version 1 in 2023.

Acuity built a finance function that matched the pace and complexity of AL’s growth. This included:

Assembling and managing a blended delivery team of three offshore resources and a UK-based business analyst.

Designing and implementing scalable financial operations, including automated billing routines across time & materials, fixed-price, and hybrid contract structures.

Creating integrated dashboard reporting to track commercial and operational KPIs in real time, driving insight-led decisions at leadership and board level.

Establishing financial processes that supported budgeting, forecasting, and investor-grade board reporting.

Beyond operations, Acuity worked closely with the founders and senior leadership team, providing trusted financial and commercial advice.

From refining business models to scenario planning, Acuity’s strategic input helped the team navigate decisions with clarity and confidence. As the founders began to shape a roadmap to exit, Acuity designed and implemented a tailored management incentive scheme. This included EMI and Unapproved options and an Employee Benefit Trust, enabling the partial sale of founder equity into the scheme and aligning key team members in the journey toward value realisation.

During the 2021–22 sale process, Acuity took a lead role in preparing AL for a trade exit and supporting all stages of the transaction: Built and managed the core transaction model used to evidence earnings potential and scalability. Selected and led the Vendor Due Diligence process with KPMG, overseeing detailed reviews across commercial, financial, tax and legal areas. Partnered with Alantra, the appointed corporate finance advisor, in shaping the narrative for go-to-market materials — including the teaser and information memorandum.

Led the internal process for buyer due diligence, working cross-functionally with Sales and Delivery to develop and robustly defend detailed forecasts in front of PE-backed acquirers. The successful sale of Automation Logic to Version 1 in 2022 was a powerful validation of the strategy, execution, and value built over nearly a decade. Acuity is proud to have played a central role in that journey — providing embedded, strategic CFO leadership that scaled with the business and delivered through to a high-value exit.

Kris Saxton and Norm Russell, co-founders of Automation Logic, commented: “Our journey with Acuity began when we were a small team of just four people. Their support scaled with us over the years, and they became an important part of the backbone of our business operations. As we explored strategic options, their ability to combine financial rigour with a deep understanding of our business proved invaluable. This exit represents the culmination of over a decade of hard work — and we’re grateful to Jon and the Acuity team for the role they played in helping us reach this point.“

Jonathan Skinner, Partner at Acuity, added: “Kris and Norm built something truly impressive in Automation Logic, and we’re proud to have supported their journey over many years. Our role in the exit was focused on the financial foundations and readiness that helped make the process a success. We wish them and the new owners at Version 1 every success in the next chapter”.