Accelerated Digital Ventures (ADV)
L&G-backed early-stage investor lost its founders in 2020 and was folded into Legal & General
- Companies House
- 09693953 · Active
- How it ended
- Fund closed / stopped investing
- Ended
- June 2020
- Founded
- 2015
- Type
- Venture capital
- Based in
- London
- Backed by
- Legal & General
- Last checked
- 21 October 2026
What happened
Accelerated Digital Ventures (ADV) was launched in 2016 as a venture investment platform for UK digital businesses, with Legal & General as its anchor backer and a stated ambition to deploy around £150M across seed and growth stages and into other funds. Founded by Lee Strafford and partners, it invested in companies including Onto and backed regional funds and accelerators. In June 2020 TechCrunch reported that three of the founders had lost their board seats and that the chief executive had departed, with Legal & General staff taking over as the point of contact for portfolio companies and the firm's future in flux. ADV made no meaningful new investments after 2022, and the company was subsequently renamed LGGP Holdings Limited, indicating absorption into Legal & General's principal-investing operation.
Why
- Governance / credibility
What happened to the assets, customers and team
Founders removed in 2020; portfolio taken over by Legal & General's principal-investing team; company renamed LGGP Holdings Limited.
Lessons
A venture firm dependent on a single institutional owner can be absorbed once that owner takes control of the board.
Sources
✓ Verified by EP+ Every Graveyard entry is checked against Companies House and the sources above, and re-checked periodically. Spotted an error or a company that has been rescued? Tell us.
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