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$100m, silence, and Firmus

In 2014 the air left the room. It happened again this week.

B

Ben Williamson

11 October 2026 · 2 min read

In 2014 I was the CFO of a good, solid private business, and AGL were interested in buying us. We were interested in selling too. They were already a close partner and knew our business and our client base. Due diligence was going to be straightforward, and we had heroes on both sides of the deal.

The AGL team came into the boardroom for our pitch. It went really well. They were leaning in, agreeing with our views and excited by the opportunity. Then we got to price. How much did we want?

$100m.

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