Greg Baroni
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Hey Greg — we both ended up in PE from different directions. been thinking a lot about proprietary origination in govtech / tech-enabled services lately. would be good to connect.
Hey Greg, we both ended up in PE though from different angles — I came through IB in London, not the consulting & federal systems path like you. origination was always the same story for me — clear thesis, decent relationships, but no proprietary system of record. the people, tools and ideas were never really connected. every deal virtually sourced from scratch, nothing compounding over time. curious if that's still how most funds operate or if I'm behind the times? — Russ
Hey Greg, looks like we both landed in PE, though from pretty different paths — I came through banking at CS & Greenhill in London into growth equity, not up through consulting and federal systems like you. the pattern I keep seeing with most funds is weirdly consistent — strong thesis, solid network, but no proprietary system of record. the people, tools and ideas are never really connected, so every deal is virtually sourced from scratch. nothing compounds on itself. curious if that resonates or if you've built something different at Attain Capital? — Russ
hey Greg — no worries if the timing's off. most funds I talk to have tried some version of building origination in-house — analyst pulling from Pitchbook or Grata, maybe qualifying with ChatGPT, dumping it into a spreadsheet. each piece kind of works, but there's no system of record tying it together. the people, tools and ideas stay disconnected, so there's tonnes of wasted energy. been helping a few funds like Noble Rock work through that. curious if you've hit the same thing at Attain Capital? — Russ
totally get it if origination infrastructure isn't top of mind right now — most funds have 10 things ahead of it on the priority list. the funds I've seen crack it early just tend to compound deal flow in a way that's hard to replicate later. if it ever moves up the list, I'm easy to find. — Russ
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Greg — hope you're having a good Tuesday. wanted to reach out for two reasons: a) jealous of what you've built at Attain. though we share a PE background, I hope to one day launch my own fund and buy a great tech-enabled services business. b) in the meantime I've been building deal origination engines for investors like you — just finished one for Backer Group in the UK also acquiring founder-owned service businesses. It takes your thesis, maps targets across various data sources, and runs the full engagement cycle (email/linkedin/whatsapp) — connected live to the crm. Given we've already built this out, I wondered if you wanted to jump on a quick call and take a look under the hood? very best, Russell searchloop.ai linkedin.com/in/russellt23 PS: congrats on the Northern Virginia Magazine 50 Most Influential nod — well deserved.
Prospect Research
## PROSPECT INFORMATION: Name: Greg Baroni Title: Founder, Managing Partner Fund: Attain Capital Background: Greg J. Baroni is a seasoned executive and entrepreneur based in Vienna, Virginia, currently serving as the Chairman and Chief Executive Officer of Attain, LLC (Attain Partners), which he founded in 2009. His background includes high-level leadership roles such as Corporate Senior Vice President and President of Federal Systems at Unisys (2001–2008) and Senior Vice President at KPMG (1982–2001). He holds a BA in Economics from the University of Southern California. His current focus is on the "Attain Way," a values-driven leadership philosophy centered on integrity and community impact. He is heavily involved in the Greg and Camille Baroni Center for Government Contracting at George Mason University, which he and his wife founded to bridge academia, industry, and government. Additionally, through Attain Sports, he owns and manages sports franchises including the Chesapeake Baysox (formerly Bowie Baysox) and Loudoun United FC. His expertise lies in management consulting, government contracting (GovCon), defense acquisition, and public-sector digital modernization. Key Hooks from Recent Posts: On March 11, 2026, he praised a new white paper on defense acquisition: "Janel Wallace’s upcoming white paper, 'Department of War OTAs Through the Eyes of the Contractor,' will offer a valuable perspective for companies navigating the evolving defense acquisition landscape." On February 17, 2026, he shared the appointment of Phil Agee as CEO of Cardinality-ai: "Seeing one of our own step into a CEO role within our ecosystem reflects both Phil’s exceptional leadership and the strength of the organization we are building together." On October 1, 2025, he celebrated being named one of Northern Virginia Magazine’s 50 Most Influential People: "This recognition is a reflection of the incredible teams across Attain Partners, Attain Capital, and Attain Sports... Their passion and purpose are the force behind our collective impact." On September 16, 2025, he posted a message regarding social unity: "By choosing dialogue over division, listening with open minds, and leading with empathy, we can help build a culture of understanding—one conversation at a time." On August 28, 2025, he celebrated Attain's 16th anniversary: "Sixteen years ago, Attain boldly acquired the BearingPoint estate assets—a defining moment that laid the foundation for our company... We are a purpose-built organization, driven by the aspiration to create an enduring legacy." On July 9, 2025, he highlighted a major industry milestone: "I’m proud to share that today, the Greg and Camille Baroni Center for Government Contracting released its inaugural Government Contracting Trends and Performance Index—a first-of-its-kind, data-driven look at the health and future of the federal contracting industry." On November 22, 2024, he announced the rebranding of his baseball team: "Today marks the beginning of an exciting new chapter for Baysox baseball as we proudly unveil our new identity: the Chesapeake Baysox!" Fund details: - Description: Based in McLean, Va., Attain Capital is a private equity firm that makes control and select minority investments in firms delivering high-value, technology-enabled solutions and services to government and education clients. We drive value through active ownership focused on building management teams, defining business strategies, executing growth plans, and improving operations fostering industry-leading companies that have unique solutions to pervasive challenges. For more information, please visit attaincap.com. - Website: https://attaincap.com/ - Location: McLean, Virginia, United States - Lead qualification: Research: - Query: =Attain Capital Greg Baroni recent investments fund thesis - Answer: Greg Baroni leads Attain Capital, focusing on tech-enabled services and software businesses. Recent investments include Excella and a minority stake. Baroni is also recognized for his leadership in government contracting.