Hulu has hired Guggenheim Partners to advise on a sale of the company, even as the financial services firm is considering making its own bid for the video streaming service, according to Reuters.

Guggenheim Executive Chairman Alan Schwartz was first hired by Hulu in 2011 to advise on a sale, but its owners were unable to find a buyer willing to pay the $2 billion that the company’s owners wanted.

Hulu, jointly controlled by Disney’s ABC and News Corp’s Fox network, has reportedly re-engaged Guggenheim to handle another sale attempt.

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