GTCR, a private equity firm, has partnered with David Inns, Lynn Herrick and Bill Yates to form Blucrest LLC.

Blucrest is based in San Diego, Calif., and will seek to acquire companies and assets to build a consumer services business focused on services that aim to simplify people’s lives. GTCR previously backed Inns, Herrick and Yates in 2017 with the acquisition of GreatCall, a provider of connected health and personal emergency response services for active aging in the U.S. Together, the three executives developed over 20 products and service solutions, from customized smartphones to emergency response wearables for aging adults.

“GTCR’s formation of Blucrest with David, Lynn and Bill is another excellent example of The Leaders Strategy™ and builds on our history of successful investments in consumer subscription services,” comments Tom Ehrhart, principal at GTCR. “We are excited to create this platform and are actively looking for companies and assets in the consumer products and services sector, including founder-led and sponsor-backed companies.”