Houlihan Lokey Advises Rallyday Partners

Houlihan Lokey is pleased to announce that Rallyday Partners has made a strategic investment in Simplistic, an agentic commerce consultancy and premier Shopify Plus Platinum Partner, to accelerate its Intelligent Commerce platform. As part of the transaction, Scott Webb has been named CEO to succeed Greg Merrell, Co-Founder of Simplistic, who will remain with the firm as an advisor and member of the board of directors.

Founded in 2014, Simplistic has built a differentiated position as one of the original adopters of Shopify’s partner program, a member of the Large Accounts Partner alliance, and holder of Shopify Platinum status, the platform’s highest partner tier. Simplistic is also a Klaviyo Platinum Partner.

As both Shopify and Klaviyo continue moving upmarket, brands require deeper support across storefront, retention, and performance. Simplistic operates across all three, combining Shopify development, lifecycle marketing, and conversion rate optimization to support growth beyond the initial build. The company serves hundreds of clients with a team of more than 100 professionals across the U.S. and Argentina, and has powered over $2 billion in GMV on the Shopify platform.

“We started Simplistic to help customers get the most out of their commerce tech stack, and I am so proud of this team for continuing to innovate and grow alongside a fast-changing market. We are thrilled to be partnered with Rallyday Partners and Scott Webb who both bring the entrepreneurial spirit that has always been core to who we are,” said Mr. Merrell.

Simplistic is the first platform investment in Rallyday Partners Fund III and will support the company’s active acquisition strategy. Following the 2025 acquisition of Sidekick Agency, which expanded Simplistic’s lifecycle marketing capabilities and client base, the company plans to pursue additional opportunities to broaden its service offering and deepen its relevance to enterprise commerce brands.

“We are at an inflection point in digital commerce. AI is reshaping how brands build, optimize, and scale their commerce experiences right now, and the organizations that move with intention will pull ahead. What drew me to Simplistic is that the foundation is already here: the Shopify ecosystem relationships, the technical depth, and the culture of executional excellence. I could not be more energized about what we are going to build together,” said Mr. Webb.

“We partner with companies that don’t just participate in their industries, they transform them. Simplistic has a fantastic growth trajectory, an outstanding reputation, and the team that is ready for this moment. We could not be more excited to be along for the ride,” said Nancy Phillips, Co-Founder and Managing Partner at Rallyday Partners.

Houlihan Lokey served as the exclusive buyside advisor to Rallyday Partners in the transaction.

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