Halyard Capital Exits Datamyx

Halyard Capital Exits Datamyx

datamyx nf1Datamyx, a portfolio company of Halyard Capital, has been sold to publicly-traded Deluxe Corporation for $160 million in cash. Deluxe funded the purchase of Datamyx through an expansion of an existing credit facility which now provides total financing capacity of $525 million.

Bruce Eatroff nf1“We are extremely pleased to have worked with the management team at Datamyx since 2011 to build one of the leading businesses focused on providing effective, risk-based marketing data and analytics to financial services marketers,” said Bruce Eatroff, Founding Partner of Halyard Capital.

Datamyx is a provider of information, technology and analytics to banks, credit unions, mortgage providers, alternative lenders, insurance companies and others.  Datamyx’s marketing products grow customer’s revenue through customer targeting, lead optimization, retention and cross-selling services. The company is based in Boca Raton (www.datamyx.com).

“Halyard Capital has been an outstanding financial and strategic partner to our company. We set upon a strategy four years ago to broaden our customer base and product set and this transaction is a validation that we are poised to build upon our success and leverage the significant relationships and resources that Deluxe can offer our business,” said Ben Waldshan, CEO of Datamyx.

Deluxe Corporation (NYSE: DLX) is one of the two largest check printers in the United States, and provides various personalized products and services to small businesses, financial institutions, and consumers. The company is headquartered north of Minneapolis in Shoreview, MN (www.deluxe.com).

Lee Schram nf1“We believe the acquisition of Datamyx creates a tremendous strategic opportunity for us as we continue to grow our marketing solutions and other services product offerings,” said Lee Schram, CEO of Deluxe. “Datamyx’s expertise in transforming data into actionable marketing information provides valuable insight and helps customers grow their business. These added data analytics and modeling capabilities provide our Financial Services segment with another robust marketing offering for our customers.”

Halyard specializes in middle-market leveraged buyouts and growth equity investments in technology-enabled information, data analytics, communications and business services companies that cater to the healthcare, education, marketing services, human capital management and media sectors.  The firm has over $600 million of capital under management and is based in New York (www.halyard.com).

Datamyx and Halyard Capital were represented by investment bank Petsky Prunier (www.petskyprunier.com).  Deluxe was represented by investment bank Cherry Tree & Associates (www.cherrytree.com).

The sale of Datamyx represents the third monetization from Halyard Capital Fund II, following the sale of Engauge to Publicis in August 2013 and the partial monetization of OneSource Virtual HR to Technology Crossover Ventures in June 2015.

© 2015 PEPD • Private Equity’s Leading News Magazine • 10-20-15

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