KC Consulting Firm Spotlight Acquires Captivate Collective

Posted February 23, 2026

Kansas City-based Spotlight has acquired the marketing consultant firm Captivate Collective to bolster its business-to-business service capabilities.

The acquisition marks Spotlight’s first investment in the company’s long-term strategy to expand its capabilities for B2B organizations’ buyer journey. The combined company will establish an end-to-end Influence Orchestration capability, uniting analyst relations, customer advocacy, and emerging AI-driven discovery into a single, cohesive platform, according to a release.

“This acquisition is about more than expanding services—it’s about building the future of influence in B2B,” CEO and co-founder of Spotlight, Rick Nash, said in the release. “Buyers don’t experience analyst insight, customer advocacy, and peer validation as separate motions, and neither should the companies trying to reach them. Captivate Collective has built one of the most respected customer advocacy practices in the market.”

Based in Vancouver, Canada, Captivate Collective is a business consulting and engagement strategy agency that specializes in providing clients with advocacy programs and campaigns to increase B2B operations.

Following the acquisition, Captivate Collective will continue to operate with its existing leadership team and co-founders, Deena Zenyk and Liz Richardson.

Headquartered in Kansas City, Spotlight is an insights-driven analyst relations firm. Spotlight is a portfolio company of New York-based Stone-Goff Partners, a lower middle market private equity firm that focuses on technology-driven B2B service companies.