Many small and medium-sized businesses were forced overnight by the COVID-19 pandemic to adopt new, digital ways to reach their customers - with success. The opportunities associated with this are being seized, and the digitization wave is rolling. However, there is often a lack of expertise and resources to formulate a suitable digital strategy and implement it. Here, digitally experienced, well-capitalized private equity companies are taking on a new, strong role; they bring expertise in digitization topics in various industries, which makes them even more attractive as investors.