the benefit is they can purchase the shares via an information...

the benefit is they can purchase the shares via an information memorandum rather then a more detailed disclosure document.

In essence the benefit is

you need fewer of them to get the $ being raised

it is quicker and cleaner for the broker as it involves less paperwork, disclosure, time and effort.

costs the company less

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you will have noted any benefits reside with the broker and the company not with existing shareholders.