About the Firm
Built on Experience. Focused on the South East.
Perseverantia Equity Partners is an entrepreneurial investment business focused on acquiring and leading one exceptional company — founded by John Maddox and investing across the South East of England.
The Meaning Behind the Name
Perseverantia
The Latin word for perseverance.
John first encountered the word as the motto of his school. Although that was many years ago, it is a principle that has stayed with him throughout his career and continues to shape how he approaches business, leadership and investing.
Over time, John has come to appreciate that perseverance is one of the defining characteristics of successful business owners. Behind every enduring company is an entrepreneur who has overcome countless challenges, navigated uncertainty, made difficult decisions and continued to move forward when others may have chosen a different path. Businesses are rarely built through luck alone. They are built through resilience, determination and a long-term commitment to creating something of lasting value.
Perseverantia Equity Partners was founded on that same belief.
John's objective is to acquire and lead a single outstanding small or medium-sized business, partnering with an owner who cares deeply about what they have built and wants to see that legacy continue. He understands that selling a business is about far more than completing a transaction. It is about entrusting the next chapter to someone who will respect the culture, support its people and build on the foundations that have taken years to create.
"The name Perseverantia reflects the qualities John admires most in the owners he hopes to partner with, and the commitment he will bring as the next custodian of their business. Perseverance is not simply how great businesses are built. It is how they continue to thrive."
Our Values
What We Stand For
Discipline
We apply rigorous analysis to every investment decision. We are selective by design — we would rather pass on a hundred opportunities than compromise on one.
Partnership
We treat every business owner as a long-term partner, not a counterparty. Our success is inseparable from theirs.
Integrity
We say what we mean and do what we say. Our reputation is our most valuable asset, and we protect it in every interaction.
Patience
We invest with a long-term horizon. We are not driven by fund cycles or exit pressure — we are driven by the right outcome for the business.
Interested in Speaking With Us?
We welcome introductions from business owners, advisers, and intermediaries. If you believe your business could benefit from a long-term equity partner, we would be glad to hear from you.