The TAG Transition Story
A Thoughtful Transition Rooted in Trust and Growth
Every transition is different. Every business has its own legacy. Every team has unique strengths. At AYCE Capital we approach each partnership with a plan tailored to preserve what makes a company special while building a strong foundation for sustainable growth. This was the case with Technical Action Group (TAG), a Toronto-based Managed Service Provider (MSP) founded in 2002.
TAG became one of Toronto’s most respected MSPs, known for delivering enterprise-grade IT support to small and mid-sized businesses. When founders Joe and Sandra decided to step down, they did not want merely to sell what they had built. They wanted a partner who would invest in their people and help to carry their mission forward. To achieve their goals, Joe and Sandra chose AYCE
Q&A with Joe, TAG Founder
1. How did your business start and what’s the history of your business?
TAG was founded in 2002 with a clear vision: to provide small and mid-sized businesses (SMBs) with cost-effective, reliable computer support services. Outsourced IT services at the time were typically only accessible to large enterprises. We recognized a gap in the market for SMBs and we set out to bridge that gap by delivering remote IT services long before it became the industry norm.
From the beginning, TAG emphasized security and standardization, helping our clients improve their disaster preparedness and operational resilience. TAG’s growth was driven by a commitment to building a strong service delivery team, developing robust internal processes to deliver consistent and predictable service to clients. Through continuous adoption of emerging technologies, TAG helped SMBs leverage emerging technologies to stay competitive, profitable, and secure from ever-emerging technology threats. This foundation allowed us to deliver enterprise-grade IT support to technology-dependent small and medium-sized businesses, for a fraction of what it would cost for these businesses to hire in-house support.
2. What drew you to working with AYCE?
While TAG did have opportunities to sell to competitors, our paramount concern was staff retention. Selling or merging with a competitor would have likely meant reduction in the valuable talent that helped TAG become the best-in-class MSP it is. It was important to TAG that our team retain their jobs, and our clients continue to receive the same level of support from the IT professionals they were accustomed to.
What stood out about AYCE was their people-first approach and long-term vision. We were looking for a partner who would not only respect the legacy we had built but also invest in its future. Unlike many private equity firms that focus on short-term gains, AYCE demonstrated a genuine commitment to sustainable growth, our team, and the values that shaped our company. Their alignment with our culture and their strategic outlook made them the ideal partner to carry our mission forward.
3. How was your transition experience with AYCE?
The transition — from our initial conversations through to our eventual retirement — was smooth, collaborative, respectful, personable, and thoughtfully managed. AYCE approached every step with respect for our legacy and a shared decision-making mindset. While stepping away from the business was naturally emotional, having a partner who honored our journey and values made all the difference. It was a truly positive experience that reinforced our confidence in the decision to partner with AYCE.
4. What’s one thing you’d tell yourself before this process started?
If I could do it all over again, I would tell myself not to bother speaking with competitors, as they demonstrated more of an interest in our client base than in retaining our people and culture. I hoped we were making the right decision for our company, our team, and ourselves in partnering with AYCE. Looking back, I can say with certainty that partnering with AYCE was one of the best decisions we’ve made in years. Their integrity, vision, and commitment have validated our choice every step of the way.
Q&A with Dougun, TAG CEO
1. How was your transition experience with AYCE?
Nothing short of excellent — I feel that I (alongside TAG at large) was supported through every step of the process from the announcement of AYCE’s investment to Joe and Sandra stepping away from the day-to-day operations.
AYCE was able to fill in some of the overhead that comes naturally when business owners leave their business and clearly has plans to cover even more, which will clearly make way for more efficiency across the organization.
2. What has AYCE done to help you grow?
The ability and openness to try new strategies that allow TAG to be more scalable has enabled us to grow efficiently — from introducing new sales channels to deploying automation solutions, we’ve benefitted greatly from AYCE supporting us in seizing opportunity wherever possible.
3. How is your working relationship with AYCE?
The entire AYCE team has been supportive, communicative, and clearly committed to supporting TAG and its growth — the relationship allows TAG to retain its identity and philosophies and continue to serve its clients with the highest standards that TAG has always upheld.
Looking Ahead
We provide Dougun and his team with key operational support and strategic guidance — launching new sales channels and automation tools while supporting TAG’s administrative functions. Through regular meetings we assist with vendor relationships, hiring, and budgeting. We work closely with TAG’s team to innovate and to seize exciting opportunities, with a focus on long-term success. From Joe and Sandra’s early leadership to Dougun’s role as CEO today, TAG continues to thrive, and we are proud to be part of its dynamic future.
AYCE Capital invests and partners with MSPs, prioritizing quality service, customer satisfaction, and employee well-being. TAG’s story shows what can happen when shared values meet strategic vision: a smooth transition, sustained team culture, and new momentum for growth.
If you’d like to chat about how partnering with AYCE could work for your business, feel free reach out to our CEO Phil at kaczmarczyk@ayce-capital.com.
Joe - TAG Founder
