Deluxe Corporation

Cherry Tree advises Deluxe Corporation

Transaction Description

Deluxe Corporation (NYSE:DLX) has acquired Datamyx LLC, based in Boca Raton, Florida. This acquisition will enhance Deluxe’s suite of marketing services for financial institutions, utilizing its proprietary technology platform. Datamyx’s marketing analytics solution helps grow customers’ revenue through strategic targeting, lead optimization, retention and cross-selling services. The seller in the transaction was Halyard Capital, a New York based private equity fund.

Cherry Tree’s Role

Cherry Tree was engaged by Deluxe to advise the company in its acquisition of Datamyx, working with the Financial Services division and the corporate development team in negotiating the terms of the transaction, providing financial modeling and valuation analysis, supporting the due diligence process, and facilitating the closing of the transaction.

About Deluxe Corporation

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 web-site development and hosting, email marketing, search engine optimization and logo design. For financial institutions, Deluxe offers an expanding suite of customer lifecycle management solutions that include industry-leading check program management, customer acquisition including targeting & campaign services, account activation & retention, fraud, security, and risk management services. Deluxe is also a leading printer of checks and accessories sold directly to consumers. For a company profile, please visit

About Datamyx

Datamyx is a leading provider of integrated information, technology and analytics solutions derived from all three national credit bureaus. Through its proprietary, online platform, Intelidata Express, Datamyx provides marketers with actionable insights that help maximize their return on investment in customer acquisition, cross-sell and retention-based marketing campaigns. Datamyx serves customers in industries ranging from banking, credit unions and mortgage providers to alternative finance, insurance and others. For more information, please visit

About Cherry Tree & Associates

Cherry Tree & Associates, LLC is a private investment banking firm headquartered in Minneapolis, Minnesota, specializing in serving entrepreneurially-managed companies. Founded in 1980, the firm provides financial advisory engagements for buyers, sellers, and companies seeking growth capital, and provides fairness opinions and other valuation services.

Cherry Tree & Associates provides investment banking services through our FINRA-licensed broker dealer.