BookNow Marks Tequity's 28th Salesforce Transaction

Cross-border acquisition accelerates innovation in guest experience and enhances ROLLER's ability to service European & US customers

TORONTO, Oct. 10, 2025 /PRNewswire/ -- Tequity, a leading North American M&A advisory firm specializing in global Enterprise B2B SaaS products and services and all things AI/Data-oriented company transactions, acted as the exclusive financial advisor to BookNow Software, a UK-based CRM-native booking and operations platform, on its acquisition by ROLLER, a global all-in-one venue management platform. This transaction marks a significant milestone in strengthening ROLLER's European & US presence and expanding its capabilities to support large, multi-venue enterprises worldwide.

Founded to serve enterprise attractions and built on the Salesforce platform, BookNow has established itself as a trusted partner for operators seeking CRM-centric booking and guest engagement solutions. With a proven record of innovation and client service, BookNow has helped attractions and leisure venues across Europe deliver personalized, data-driven experiences.

"When we started BookNow, we were on a mission to serve large enterprise attractions, especially within the Salesforce ecosystem," said Luke Sims. "The opportunity to come together with ROLLER to achieve our shared mission became the obvious next step. I look forward to the incredible results we will help our customers achieve as a part of the ROLLER team."

ROLLER, headquartered in Austin, Texas, supports over 3,000 venues in more than 30 countries with its comprehensive platform for ticketing, payments, memberships, waivers, kiosks, guest surveys, and additional services. The addition of BookNow brings deep CRM interoperability expertise and additional support for European & US customers, enhancing ROLLER's mission to help operators grow faster and deliver exceptional guest experiences.

"BookNow and ROLLER share a vision of helping leisure and attractions businesses deliver exceptional guest experiences and drive growth," said Luke Finn, CEO of ROLLER. "By combining our strengths, we can accelerate our ability to deliver on that vision for customers around the world."

"We are grateful to Tequity for their expert guidance in helping us successfully navigate another acquisition. Having partnered with them previously, we continue to value their professionalism, reliability, and deep transaction expertise. Their strong knowledge of the Salesforce ecosystem and broader SaaS sector proved invaluable in ensuring a seamless process and the right outcome," said Gareth Stephens, President of BookNow Software.

"My business partner and I have had a long relationship with Tequity, who have helped us successfully navigate two transactions in the Salesforce Ecosystem. Their specific knowledge of the sector has helped shortcut the process and avoid a number of the pitfalls that can present themselves to the unaware," said Luke Sims, Managing Director of BookNow Software.

"BookNow is a great example of an entrepreneurial team that has consistently delivered value to its clients and created meaningful growth opportunities within the Salesforce ecosystem," said Anish Singla, President and Co-Founder at Tequity. "We are proud to have supported Luke and Gareth once again and to help connect them with ROLLER, whose global scale and innovative culture are a perfect fit."

About Tequity

Tequity Advisors advises enterprise B2B SaaS products and all things AI/Data-oriented companies on strategic M&A to drive growth, achieve liquidity, and expertly navigate exit strategies. With decades of experience as executives, consultants, and business owners in the software and technology sectors. Tequity offers unparalleled industry insights and a vast network of strategic, growth-driven buyers. Tequity is committed to facilitating successful M&A transactions that maximize value and drive long-term success. Discover more at www.tequityadvisors.com.

Media Contact:

Ankita Jain

M&A Associate

Tequity Advisors

[email protected]

647-870-7006

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SOURCE Tequity Advisors