Here are 1-3 brief analogies for Deluxe (DLX):

• A blend of GoDaddy and Paychex, offering small businesses digital marketing, web solutions, payroll, and payment processing.
• Like Intuit QuickBooks, but for a broader range of small business operations, including digital marketing, web services, and payment processing.

• Small Business Marketing Services: Provides a range of marketing solutions for small businesses, including website design, search engine optimization (SEO), social media management, and online advertising.
• Payment Processing: Offers comprehensive solutions for businesses to accept and manage various forms of payments, such as credit/debit cards, ACH, and online transactions.
• Checks and Forms: Manufactures and supplies business checks, deposit slips, and other essential business forms for both small businesses and financial institutions.
• Data-Driven Marketing: Delivers sophisticated marketing strategies and customer acquisition services utilizing data analytics to help larger enterprises and financial institutions reach their target audiences.
• Payroll & HR Services: Provides payroll processing, tax filing, and human resources management solutions, primarily catering to small and mid-sized businesses.

Deluxe (symbol: DLX) primarily sells its products and services to other businesses (B2B).

Due to the highly diversified nature of its business, serving millions of small businesses and thousands of financial institutions, Deluxe does not typically disclose or have individual "major customer companies" that account for a significant portion of its revenue, nor are such customers individually named in its public filings. Instead, its customer base consists of broad categories of businesses across various industries.

The major categories of businesses that Deluxe serves include:

• Small and Mid-sized Businesses (SMBs): Deluxe provides a wide range of services and products to millions of SMBs across nearly every industry. These offerings include checks, forms, promotional products, website development, digital marketing services, and payroll solutions. These customers are generally private entities and are too numerous and varied to list individually.
• Financial Institutions: Deluxe is a key provider of checks, marketing services, data analytics, and payment solutions to thousands of banks (including community, regional, and national banks) and credit unions. While some large financial institutions are publicly traded (e.g., Bank of America (BAC), JPMorgan Chase (JPM), Wells Fargo (WFC)), Deluxe's revenue from this segment is diversified across a vast number of institutions, and no single one is typically identified as a dominant major customer.
• Enterprise Customers: This category encompasses larger organizations that utilize Deluxe's data-driven marketing, treasury management, and fraud prevention solutions. Similar to the other segments, these clients are diverse across various industries, and individual names are not typically disclosed as major customers.

• Visa (V)
• Mastercard (MA)
• Alphabet Inc. (GOOGL)

Barry C. McCarthy, President and CEO

Barry C. McCarthy was named President and CEO of Deluxe in November 2018. He has been instrumental in transforming Deluxe from a traditional check and business forms printer into a payments and data company, processing nearly $3 trillion in annual payment volume. McCarthy began his career at Procter & Gamble and has held executive roles at Wells Fargo, Verisign (which was acquired by PayPal in 2005), and First Data (now Fiserv), where he spent 14 years in various senior executive positions. He also co-founded MagnaCash, a Silicon Valley SaaS company focused on small dollar transactions. He has served on the boards of multiple global merchant services companies in North America and Asia, as well as VC-backed startups, helping several achieve profitable exits.

Chip Zint, SVP, Chief Financial Officer

Chip Zint was appointed Senior Vice President and Chief Financial Officer for Deluxe in October 2022. Before this role, he served as Vice President of Corporate Finance at Deluxe, where he was responsible for analytical and financial plans and policies and played a key role in the company's successful acquisition of First American. Prior to joining Deluxe in 2020, Zint held senior finance roles with increasing responsibilities for nearly 14 years at NCR Corporation, including Vice President of Finance and CFO for its Hardware Division.

Yogaraj (Yogs) Jayaprakasam, SVP, Chief Technology and Digital Officer

Yogaraj (Yogs) Jayaprakasam joined Deluxe Corporation in May 2022 as Chief Technology and Digital Officer. In this role, he leads all aspects of Deluxe's technology, digital assets, data and AI capabilities, cybersecurity, infrastructure, and business resiliency. Jayaprakasam has over 20 years of experience in financial services and payments, having led large-scale technology organizations at American Express and Cognizant Technology Solutions. At American Express, he most recently served as Unit Chief Information Officer for the Global and Large Client Group and Head of Engineering for B2B Digital Payments, leading technology initiatives for their Global Commercial Services division. He also holds several patents and co-led various innovation efforts.

Kristopher D. Lazzaretti, SVP, President, Data Solutions

Kristopher D. Lazzaretti joined First Manhattan Consulting Group (FMCG) in 2006, where he co-founded FMCG Direct. Deluxe acquired FMCG in 2017. Lazzaretti initially served as Deluxe's head of Data-Driven Marketing before joining the Executive Leadership Team in July 2023 as the President of Data Solutions. He has extensive experience in building custom segmentation solutions and predictive models, developing new financial services product offerings, and implementing marketing programs for global financial services organizations.

Garry L. Capers, Chief Operations Officer

Garry Capers joined Deluxe Corporation in September 2019. He is the Chief Operations Officer and a member of the Executive Leadership team. In this role, he has full operational responsibility for various aspects of Deluxe, including payments operations, data operations, service delivery, sales enablement, enterprise marketing, business systems and optimization, and fulfillment. Prior to Deluxe, Capers held executive leadership roles at ADP, where he led a business providing comprehensive outsourcing services, and at Equifax, where he oversaw B2B marketing units and led the formation of a new business unit within fraud and identity management. He also worked as a management consultant at Bain & Company.

The public company Deluxe (DLX) faces several key risks as it navigates a significant business transformation. The most significant risks include the ongoing decline of its legacy print business, the execution challenges associated with its strategic pivot to digital solutions, and its leveraged balance sheet.

1. Secular Decline of the Print Segment: Deluxe's legacy Print segment, encompassing checks and promotional products, is experiencing a continuous secular decline. This decline is identified as the most significant internal risk for the company. Although Deluxe is actively transitioning its business model, the Print segment still contributes a substantial portion of its adjusted EBITDA, making its ongoing contraction a significant headwind for overall revenue and profitability.
2. Execution Risk of Business Transformation and Scaling Newer Segments: Deluxe is strategically shifting its focus towards Payments and Data Solutions to offset the shrinking Print business. However, there is an inherent execution risk in this transformation. While the Data Solutions segment shows strong growth, the Payments segment has exhibited slower growth than necessary to fully compensate for the decline in print. The company's success hinges on its ability to rapidly scale these higher-margin digital segments; a slower-than-anticipated execution could negatively impact future revenues and earnings.
3. High Leverage: Deluxe operates with a highly leveraged balance sheet, characterized by a high debt-to-equity ratio. While management has shown a commitment to debt reduction and has made progress, the substantial debt load remains a material risk. The company's financial health, as indicated by its Altman Z-Score, has placed it in a distress zone, emphasizing the importance of continued debt management and strong cash flow generation to fund its business transformation and improve its financial structure.

The rise of integrated, AI-powered self-service platforms for small businesses represents a clear emerging threat. Companies like Wix, Squarespace, Shopify, and fintech platforms such as Block (Square) and Gusto are increasingly offering comprehensive solutions that allow small businesses to independently manage their website design, hosting, digital marketing, payment processing, and payroll. These all-in-one platforms provide a simpler, often more cost-effective, and highly integrated alternative, directly threatening Deluxe's Small Business Services segment by reducing the need for discrete service providers.

Another emerging threat stems from the accelerated adoption of embedded finance and real-time payment networks (e.g., FedNow). The trend of non-financial companies integrating financial services directly into their core offerings, coupled with the shift towards instant, often lower-cost transactions, could disintermediate traditional financial service providers and payment processors. This puts pressure on Deluxe's Financial Technology segment and its traditional payment processing and check-related revenues, as clients seek more agile and cost-efficient financial transaction solutions.

Deluxe (DLX) operates primarily in four divisions: Payments, Data Solutions, Print, and Merchant Services, offering a range of technology-enabled solutions, customized products, and services mainly to small businesses and financial institutions in the U.S. and Canada.

Payments

• The U.S. B2B Payments market was valued at approximately USD 418.7 billion in 2024 and is projected to reach USD 844.1 billion by 2033, growing at a CAGR of 7.7% from 2025-2033. Another estimate for the U.S. B2B Payments market forecasts a growth to USD 1160 billion by 2034, from USD 462 billion in 2025, at a CAGR of 9.69%.
• The total transaction volume for the U.S. payment processing market exceeded $10 trillion in 2023, encompassing credit and debit card transactions, as well as Automated Clearing House (ACH) payments.

Data Solutions & Marketing Services

Deluxe provides data-driven marketing and analytics, alongside a suite of cloud-based and digital marketing services including web hosting, design, SEO, social media management, and email marketing for small businesses.

• The global Small Business Marketing Software market was valued at approximately USD 25 billion in 2024 and is expected to reach USD 50 billion by 2032, growing at a CAGR of about 9% from 2024 to 2032.
• The United States marketing agencies market, which includes digital marketing services, was valued at USD 182.49 billion in 2025 and is forecast to reach USD 238.85 billion by 2030, expanding at a 5.53% CAGR. Digital-first integrated services constituted 42.51% of this market's revenue share in 2024.
• The global SMB Software market, which includes various cloud and SaaS solutions offered by Deluxe, is expected to reach $169.3 billion in 2024. Other estimates place the global SMB software market at USD 72.35 billion in 2025, projected to reach USD 101.38 billion by 2030 with a CAGR of 6.98%. Cloud-based solutions held a 73.15% share of this market in 2024.

Print

Deluxe's legacy business includes check printing, business forms, and promotional products.

• The U.S. Check Cashing Market, which indicates the demand for checks, is projected to reach USD 3,507 million by 2034, growing from USD 2,075 million in 2024 at a CAGR of 5.3% from 2025 to 2034. Small businesses account for 22% of the overall check cashing market. Annually, approximately 13,000 check-cashing outlets in the United States process over $58 billion in checks.

Expected Drivers of Future Revenue Growth for Deluxe (DLX)

• Expansion of Payments and Data Solutions: Deluxe is strategically shifting its business mix towards higher-growth payments and data solutions. The data segment has been a significant performer, consistently achieving double-digit revenue growth year-over-year. This focus on data-driven solutions and payments is a core component of the company's strategy to deliver profitable organic growth.
• Growth in Merchant Services: The Merchant Services segment continues to be a key driver, exhibiting steady revenue growth. This growth is attributed to stable core merchant processing volumes, the addition of channel partners, and planned pricing adjustments.
• Strategic B2B Payments Initiatives and Acquisitions: Deluxe anticipates low single-digit full-year revenue growth for its B2B Payments segment, with an expected improvement in the growth rate as the company moves into 2026. This growth is supported by new business wins and strategic acquisitions, such as CheckMatch, which expands Deluxe's digital lockbox payments capabilities.
• Technology Investments and Enhanced Customer Experience: Deluxe is prioritizing investments in technology to enhance the customer experience through innovative solutions. This approach aims to attract new clients and cultivate loyalty among existing customers, thereby contributing to sustained revenue growth.
• Pricing Actions across Services: The company has implemented planned in-year pricing actions, particularly within its Merchant Services segment, which contribute to its overall revenue growth.

Share Repurchases

• As of December 31, 2024, Deluxe had an authorized share repurchase program of up to $500 million with no expiration date.
• Share repurchases were relatively modest in the period from 2020 to Q3 2023, with quarterly amounts largely under $5 million. For instance, Q1 2020 saw $14.79 million in repurchases, while Q3 2023 recorded $200,000.

Share Issuance

• The number of outstanding shares as of February 8, 2024, was 43,850,076.
• The number of outstanding shares as of February 12, 2025, was 44,430,803.
• As of October 31, 2025, the number of outstanding shares was 45,007,664.

Outbound Investments

• In April 2021, Deluxe acquired First American Payment Systems for $960 million in cash, which was its largest acquisition at the time and doubled the revenue of its payments segment.
• Deluxe acquired CheckMatch from J.P. Morgan's Kinexys unit in August 2025 for $24.6 million in cash, to expand its Deluxe Payment Network.
• The company's strategy has involved growing in payments and data through acquisitions, while maintaining its check printing business.

Capital Expenditures

• Capital expenditures are anticipated to be between $90 million and $100 million for the full year 2025, consistent with $94 million in 2024.
• The primary focus of these capital expenditures is to build scale across product categories and invest in innovation.
• Deluxe's capital expenditures for the trailing twelve months ended September 2025 were -$97.25 million.