UK Private Capital (formerly BVCA)

UK Private Capital (formerly BVCA) is the voice of private capital in the UK. It engages with and supports the private capital community, connecting institutional investors, fund managers, portfolio companies, advisers and service providers. Its membership comprises more than 600 firms, including over 250 private equity and venture capital businesses, over 100 institutional investors, and more than 200 professional services firms.

The challenge

Over the past decade, the private capital industry has grown in scale, breadth and visibility, with UK Private Capital members now spanning private equity, venture capital and private credit, backing companies at every stage of growth across the UK economy. The association considered that its previous name dates from a period when the scope of private capital was far narrower than it is today, prompting a review of how relevant ‘BVCA’ was in the current landscape. Fin was mandated to explore whether the BVCA name remained relevant and, if not, what name could replace it, alongside refreshing the logo.

The solution

We began with internal discussions within the association to explore what a name change would mean for them and if now was the right time to undertake such a significant shift in its history. Fin then conducted extensive consultation with individual association members, examining the value of the current name and its component parts, alongside their broader understanding of the association and it’s role in the industry it represents.

As part of this consultation, a number of hypothetical name evolutions were developed, with member feedback gathered on these options to assess appetite ranging from no change through to full-scale change.

The limitations of the BVCA name became apparent: it often required explanation, particularly with policymakers, regulators, investors, and the media, and did not always reflect the full breadth of the membership or activities.

By adopting a name that more accurately reflects the industry it represents, the association could strengthen its voice with government and regulators, support more effective advocacy, and reinforce its leadership role across private capital in the UK.

It was important to clearly demonstrate that the mission, governance, and strategy would remain unchanged, and that members should expect continuity in representation, services, and engagement.

From the final short list of name options, the name ratified by the members to take the association into a new chapter was UK Private Capital.

Fin then developed creative options for a refreshed logo, reflecting the existing brand identity while incorporating the new name, to maintain the highly regarded and recognised brand, developed by Fin in 2021.

The success

A clear and direct name which aligns with the association’s geographic focus, uses a modern and intuitive description of the industry that UK Private Capital represents. A name which reflects the language the market already uses, removes unnecessary ambiguity, and provides a stronger platform from which to engage in public policy, research, and political debate on behalf of its members.