Satori Capital Invests in Automatic Fire Protection

DALLAS–(BUSINESS WIRE)–Satori Capital, a Texas-based investment firm founded on the principles of conscious capitalism, announced today an investment in Automatic Fire Protection, LLC

With offices in Dallas, San Antonio, and San Angelo, AFP is a fully integrated provider of fire sprinkler and alarm systems to customers across Texas. The company provides an array of services including installation, maintenance, and inspections for sprinkler, alarm, and extinguisher systems. AFP maintains the oldest active fire sprinkler license in Texas and employs nearly 150 experienced field employees that can efficiently serve the largest and most complex projects. The company has a leading position in each of its three core markets, a long-standing reputation for quality, and a state-of-the-art training facility to maintain and develop its team members’ technical skills.

“AFP provides a critical service to its customers and does so with an unwavering commitment to safety and quality,” said Satori co-founder Sunny Vanderbeck. “We also deeply value the way AFP invests in its employees’ development, ensuring they have the highest level of skill to meet customer needs on even the most complex projects. We are proud and grateful to be partnering with a company that has such an outstanding and well-deserved reputation, and we see enormous potential for continued growth and success.”

Founded more than 50 years ago, AFP has the long-term experience and in-depth expertise to navigate the complex landscape of safety regulations and guidelines set by state and local authorities. AFP also ensures its technicians can perform at the highest levels by providing training, apprenticeship programs, and opportunities for career advancement to nurture a skilled, engaged, and dedicated workforce.

AFP’s CEO, Mike PeCoy, joined the company in 2002 and has been instrumental in its significant growth in the years since. He will continue to lead the company with a stakeholder-centric mindset, prioritizing safety and service for customers, training and opportunity for employees, and long-term mutually beneficial relationships with suppliers while guiding the company to further growth.

“We chose Satori to help us navigate the next phase of our company’s growth because they share our vision for creating a premier Texas-based fire protection platform,” said PeCoy. “As we look to expand our services and potentially grow through strategic acquisitions, we know Satori can guide us in scaling up the right way – honoring our care for customers, our values, and our sense of what’s right. We are aligned with Satori not just on what we want to achieve, but how we want to achieve it.”

Satori’s investment in AFP exemplifies the type of favorable outcome described in Sunny Vanderbeck’s best-selling book, Selling Without Selling Out: How to Sell Your Business Without Selling Your Soul. The book provides guidance to help business leaders articulate their priorities and find a buyer or capital partner who shares their values.

About Satori Capital

Satori Capital is a Texas-based multi-strategy investment firm founded upon the principles of conscious capitalism. Satori’s private equity business completes majority and minority investments in values-aligned, growing companies with $5 million to $50 million of EBITDA that operate with a long-term perspective, commit to their mission or purpose, and create value for all stakeholders. Companies interested in additional information should visit

About Automatic Fire Protection, LLC

AFP is a Texas fire protection contractor locally owned by fire protection professionals. AFP has been successfully protecting lives and property since 1970, providing fire sprinklers, alarms, extinguishers, and special hazard equipment. AFP’s field personnel are highly trained in the installation and maintenance of all fire protection systems, and each AFP office has its own in-house design staff that works closely with owners, architects, general contractors, and local authorities to ensure an aesthetically pleasing appearance while meeting all state and local regulations and standards. Visit for more information.