Datamyx

October 19, 2015 (New York, NY) – Petsky Prunier is pleased to announce it has advised Datamyx LLC, the leading independent provider of marketing data and analytics solutions, powered by a proprietary SaaS platform, for the broader financial services industry, on its sale to Deluxe Corporation (NYSE: DLX), a provider of small business marketing and financial services, for approximately $160 million. Datamyx was a portfolio company of New York-based private equity firm Halyard Capital.

Datamyx, headquartered in Boca Raton, Florida, provides marketing data and analytics solutions to financial services institutions. Datamyx’s solutions, powered by a proprietary SaaS platform that leverages thousands of attributes, tri-bureau credit, and other risk-related data, as well as sophisticated analytics, enable the company’s clients to create measurable marketing programs that attract and engage highly targeted, qualified consumers. Through subscription-based, Data-as-a-Service (DaaS) solutions, Datamyx helps clients maximize response rates, increase marketing efficiencies, facilitate revenue growth, and improve customer retention. Utilizing its proprietary consumer database with more than one billion records and 4,000 attributes, as well as its highly advanced technology platform, the company provides marketers with actionable insights that help maximize return on investment for customer acquisition, cross-selling, and retention marketing strategies.

The acquisition of Datamyx will further strengthen Deluxe’s financial services segment, in addition to creating a significant strategic opportunity, as the company continues to grow its marketing solutions and other services and product offerings. Deluxe paid approximately $160 million in cash for the acquisition.

Deluxe is a growth engine for small businesses and financial institutions. Nearly 4.6 million small business customers access Deluxe's wide range of products and services, including customized checks and forms, as well as website development and hosting, email marketing, social media, search engine optimization, and logo design. The company offers industry-leading programs in checks, customer acquisition, fraud prevention, and profitability for approximately 5,600 financial institution customers.

A team from Petsky Prunier, led by Sanjay Chadda, Michael Petsky, and Colleen Filipo, served as exclusive financial advisor to Datamyx and Halyard Capital.