NEW YORK, Oct. 19, 2015 /PRNewswire/ -- Halyard Capital, a New York based private equity firm, announced today that its portfolio company, Datamyx, was sold to Deluxe Corporation (NYSE: DLX) for approximately $160 million in cash proceeds. Datamyx is headquartered in Boca Raton, Florida and provides marketing data and analytics solutions to financial institutions.
"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. "The Company's success is further evidence of the growing importance of performance-driven marketing decisions," added Eatroff.
Ben Waldshan, the CEO of Datamyx, said, "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 Corporation can offer our business."
Jonathan Barnes, Partner at Halyard Capital, added, "We have enjoyed an outstanding partnership with Ben Waldshan and the management team at Datamyx. They are experts in leveraging credit and risk information to drive better results for the marketers they serve. We are confident in their future success and we will follow them closely as they continue to innovate in their marketplace."
Datamyx and Halyard Capital were represented by investment bank Petsky Prunier Securities and received legal advice from Locke Lord LLP.
The sale of Datamyx represents the third significant 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.
About Halyard Capital
Halyard is a lower middle-market private equity firm focused on creating value within companies in high- growth sectors. Halyard's sectors of focus include technology-enabled Business and Information Services, Digital Marketing and Data Analytics, IT Security and IT Infrastructure and Communications. The firm specializes in growth equity, leveraged buyouts and structured equity investments and its investment philosophy rests upon its deep understanding of its targeted industries, the development of its investment theses, and its network of executive relationships. Halyard has extensive experience and a proven track record in the marketing services sector, having invested in businesses that include TRANZACT, Datamyx, Education Dynamics, WMI, Engauge and Aberdeen Group.
Datamyx is the premier technology-enabled marketing data and analytics company specializing in helping financial services institutions acquire and retain customers in a highly targeted and profitable manner. Their solutions are powered by a proprietary SaaS platform that leverages multi-source data sets and sophisticated analytics to enable clients to attract and engage with highly targeted, qualified consumers. The company's solutions are designed for measurable multi-channel marketing programs and are applicable across a wide array of financial industry segments and could be utilized across many other industries as well.
SOURCE Halyard Capital Fund, LP