Jasper Equity invests in Populate to build a leading experience‐sector group.

Jasper Equity, the entrepreneurial investment firm, is delighted to announce a strategic equity investment into Populate Group, a new‑era operator specialising in museums, visitor attractions, and brand experiences. The investment, structured with access to significant funding, will accelerate Populate’s ambitious buy‑and‑build programme and help create a world‑class group of experience sector businesses.

Populate Group was conceived to drive a new model for the experience sector, bringing real technical skillsets into the conceptual stages, and driving a truly end-to-end delivery model; creating real consolidated value in a time of economic uncertainty, rising costs, but huge opportunity in a growing sector.

The market itself is expanding rapidly, with the experience economy expected to grow at a 14.3% compound annual rate over the next seven years, outpacing sectors such as cyber-security, and demand for hybrid experiences is predicted to rise by 23% over the next two years. Populate’s model addresses these structural opportunities. Its leadership team has built, scaled and exited award‑winning companies in the sector, and now looks to raise the bar even further. 

Jasper Equity’s investment accelerates Populate’s acquisition plans in the sector, as they look to acquire and integrate a range of service and production businesses across museums, visitor experiences, experiential interiors, immersive technologies and in-person attractions. The group is looking for businesses across the sector including design firms, audio visual companies, technology integrators, fitout specialists, content producers, and innovative interactive technologies, and is embarking on conversations across the industry.

David Tucker, principle of Jasper Equity, commented: “Populate has assembled an exceptional leadership team and a clear strategy to build a category‑defining group in a sector undergoing rapid change. We saw their ambitions and decided to embark on this journey with them. By combining proven leadership with operational leverage, Populate is well placed to deliver outstanding returns. Our investment provides the capital and strategic support required to accelerate acquisitions and build a platform for global growth.” 

"We have an established track record of investing in Live Events and Experiential-led businesses.  This included working with Star Live on its buy-and-build journey from an experiential events business into an international full‑turnkey solutions partner.  We continue to look for new investments and acquisitions for our existing portfolio."

Joshua Murton, Managing Director of Populate Group, added: “We are thrilled to partner with Jasper Equity. Their team truly understands our vision to redefine the sector, and bring deep experience in scaling creative and production led businesses. This investment allows us to fast‑track our buy‑and‑build strategy, accelerate the adoption of AI and proprietary technologies, and offer clients integrated experiences that blend physical, digital and content‑led storytelling. Together, we aim to build a globally recognised group that sets new standards for visitor and brand experiences.”

About Populate Group

Populate Group is building a next‑generation experience company that brings together specialist skillsets across museums, visitor attractions, brand homes, exhibitions and immersive technologies. By consolidating a fragmented sector and integrating AI‑enabled technical capabilities, Populate delivers end‑to‑end experiential solutions – from strategy and design, through to production, content and permanent fitout. With offices in the UK and UAE, and a strong regional presence in KSA.

About Jasper Equity

Jasper Equity is an investment firm focused on supporting entrepreneurial management teams in high‑growth sectors. The firm partners with businesses across events, marketing and technology to deliver sustainable value creation through strategic capital, operational expertise and an extensive network. Jasper Equity is committed to responsible investment and driving long‑term growth for its portfolio companies and investors.

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For M&A and partnerships please contact: chris@jasperequity.com

For project enquiries please contact: info@wearepopulate.com