Demonstrates Union Square Advisors’ extensive platform in providing comprehensive advisory services to leading investment firms and sector expertise in HR Tech
Union Square Advisors announced it has served as the financial advisor to Sixth Street Growth in its investment in Awardco as part of Awardco’s $165M Series B round of funding with a valuation that eclipses $1 billion, further solidifying Awardco’s leadership and innovation in the employee rewards and recognition space.
With this new investment, Awardco will broaden its rewards and recognition platform with additional solutions for employee engagement and performance, leverage AI to drive deeper employee insights and automations, enhance HRIS and partner integrations and scale its global infrastructure to power the next era of work.
“We’re transforming work by making recognition a seamless part of everyday culture and the engine that powers employee engagement. This investment also allows us to further scale the world’s largest configurable rewards marketplace, empowering organizations to recognize employees in ways that are meaningful, flexible and truly valued,” stated Steve Sonnenberg, Co-founder and CEO of Awardco.
“Recognition is no longer a nice-to-have—it’s a strategic imperative,” said Nari Ansari, Managing Director at Sixth Street Growth. “Awardco is leading the way with a scalable, global-first platform that serves organizations of all sizes, and we’re excited to partner with the team during this next phase of growth,” said Susie Liu, Vice President at Sixth Street Growth.
By powering recognition for customers like AT&T, Pacific Life, Adobe and Hertz, Awardco has grown to five million users across 163 countries and offers more than 300 million reward options. This rapid expansion is reshaping employee experience worldwide and positioning Awardco as the leading force in workplace technology.
In addition to this exceptional expansion of capabilities, Awardco’s new London office has fueled rapid growth across the EMEA market, further reinforcing its global momentum as the leader in employee rewards and recognition. As more organizations increasingly turn to Awardco for recognition, engagement and incentives, the platform has solidified its reputation as a true culture engine—earning a place among G2’s Top 100 Software Products.
Awardco’s leadership also continues to grow through bold initiatives like the annual RCGNZ Summit in Park City, Utah, one of the premier events in HR Tech. With new capital and a bold vision, Awardco is building a world where work is more meaningful, connected and rewarding.
“Union Square Advisors is incredibly pleased to partner with the Sixth Street Growth team on this investment as we continue to build on our track record of advising top-notch, thought-leading investors in the HR Tech space,” said Carter McClelland, Chairman at Union Square Advisors.
For more information, read the full press release here.
