Finding the right home for Power2

When Simon Fraylich, Founder of power2SMS, wrote about selling two businesses to two very different buyers, his reflections struck a chord with many of us. It was an honest look at how a buyer’s approach can shape what happens long after the deal is done.

If you missed that first article, it’s well worth a read: https://www.linkedin.com/pulse/what-i-learnt-from-selling-two-businesses-offering-same-fraylich-zcjre

That story sparked some great conversations, so we caught up with Simon to hear more about his decision to join Jonas Europe and what the journey’s been like since.

What made you choose Jonas Europe as the right buyer for your business?

For me, the decision came down to trust and alignment. Jonas’s reputation for buying to keep, not to flip, really resonated with me because it showed my business would have a safe home. The conversations with the team reinforced that. They asked the right questions, showed a genuine interest in the ongoing potential for the business, and gave me confidence that they were acquiring more than just the revenue; they were investing in the future of the business. The turning point was when I realised their long-term philosophy matched the legacy I wanted to leave.

What mattered most to you during the acquisition process, and how did Jonas Europe show up against those values?

For me, the most important factor was ensuring the business had a future beyond my ownership. I wanted to know it would continue to grow and remain true to its purpose rather than being broken apart or absorbed into something unrecognisable. Jonas stood out because they genuinely valued what had been built and showed a commitment to preserving it. Their long-term approach and clarity throughout the process gave me the assurance that the business would not just survive the transition but thrive in the years ahead.

You’ve written about how deal structure can matter more than headline price. How did your earn-out with Jonas compare to expectations?

The earn out was structured in a way that encouraged us to keep building for the long term rather than chase quick wins. The targets were realistic and tied to the success of the business. It felt like we were working with Jonas, not against them, and that made a huge difference. My advice to other founders would be to look beyond the headline number and ask whether the structure supports the way you already run your business and the future you want it to have.

You chose to stay on post-acquisition – what made that decision feel right, and what’s kept you here?

I stayed because it felt unfinished. I believed in what we had built, but I also believed we could achieve more with the right backing. Joining Jonas meant I could continue that journey with additional resources, peers to learn from, and the reassurance of a stable environment. What has kept me here is the sense that I am still building something, but now as part of a wider family. It has been personally rewarding, and I have grown in ways I would not have if I had simply taken the money and walked away.

You have experienced the difference between a buyer who dismantles and one who builds. How has it felt being part of something that is designed to last?

It has been a completely different experience. Being part of a buy-and-hold model gives you a very different sense of purpose. You do not feel your role is to prepare for the next sale, but rather to keep improving, building, and investing for the long term. For me, it has restored a sense of ownership. I feel empowered to make decisions, develop people, and think about the next five years rather than the next quarter.

What would you say to other founders who are weighing up different kinds of buyers – what should they really be thinking about?

Beyond valuation, I would say to ask yourself what you want your legacy to be. Will your team thrive under the new owners? Will your customers feel continuity? Will you still be proud of the business five years later? And ask the buyer the tough questions: what is their track record with past acquisitions? Do they keep teams intact? What does success mean to them? For me, the biggest lesson is that the right buyer is not just one who values your business, but one who values what makes it unique.

 

What growth looks like at Jonas Europe

Simon’s story is just one of many across Jonas Europe. While every acquisition journey is unique, there’s a common thread: founders who care deeply about their people, their customers, and the future of their business.

We’re proud to give those businesses a permanent home. Our buy-and-hold philosophy means we don’t just acquire; we invest for the long term, providing founders and teams with the stability and freedom to continue building on their success.

If you’d like to know more about what life after acquisition looks like or simply want to start a conversation, we’d love to hear from you.