XL Marketing Scores $70M

XL Marketing, a digital and direct marketing company, nabbed $70 million in equity and debt financing. Private equity firm GCP Capital Partners, formerly known as Greenhill Capital Partners, provided the equity component. A debt facility was agented by Madison Capital Funding. The money will be used for growth and potential acquisitions. XL Marketing is based in New York City.


XL Marketing, a leading digital and direct marketing company, today announced an investment by private equity firm GCP Capital Partners, formerly known as Greenhill Capital Partners, as well as a debt facility agented by Madison Capital Funding.  The $70 million capital raise will be used to fuel XL Marketing’s continued growth through organic business activities, as well as strategic acquisitions.


“We are thrilled to bring on such stellar partners to help us take the company to the next level,” said David A Steinberg, XL Marketing CEO.  “As we continue to execute on our growth plans in the US, UK and other International markets, it was essential to secure the right kind of capital, with the right partners. We now have the balance sheet, strategic partners and assets and capabilities to compete and win in every market where we play.”


“The shift to digital and XL’s unique client offerings makes this the ideal time for innovative companies to create value.  We believe XL Marketing is uniquely positioned to help its clients capture the full potential of their online marketing efforts,” said Robert Niehaus, Chairman and Founder of GCP Capital Partners, who will also be joining the Company’s board of directors.


Over the past four years, XL Marketing has established itself as a leader in the industry sectors in which it focuses – Financial Services, Education, Insurance and Health & Wellness.  This new capital will enable the Company to enhance its offerings that serve these industries.


“David and his team have built XL Marketing into a high growth digital marketing company poised for the next stage in expansion,” said John Sculley, XL Marketing Vice Chairman, former CEO of Apple Computer and Pepsi.


XL Marketing is headquartered in New York City and has offices in Washington DC, Tampa FL, San Francisco, CA, and London and Bristol in the UK.  It employs more than 200 people.


Petsky Prunier advised XL Marketing on this transaction.


About XL Marketing

XL Marketing is a leading digital and direct marketing company that has built a massive consumer marketing platform to generate high quality customers for leading brands.  The platform encompasses all interactive channels — Email, Search, Social Media and Call Center – and an innovative data-driven methodology, underpinned by proprietary technology.  The company focuses on several sectors including Financial Services, Education, Insurance and Health & Wellness. The company is a recognized leader in the US and UK markets for its ability to generate new customers and qualified leads at scale and within ROI targets. XL Marketing employs more than 200 people in five locations. For more information, please visit www.xlmarketing.com.


About Green Hill Capital Partners

GCP Capital Partners manages the Greenhill Capital Partners private equity funds totaling $1.9 billion in committed capital.  GCP has a successful track record investing $1.4 billion in over 50 portfolio companies.  GCP’s managing directors have over 100 years of combined private equity and senior operating experience and have substantial personal capital invested in the funds.  GCP has made significant private equity investments in the business services, education, energy, financial services and telecommunications industries.  GCP Capital Partners is the successor to Greenhill Capital Partners, the merchant banking business of Greenhill & Co., Inc. (NYSE: GHL) which the principals formed in 2000.  For more information about GCP Capital Partners, please visit www.gcpcapital.com.


About Madison Capital Funding

Madison Capital Funding is a premier finance company focused exclusively on the corporate financing needs of middle market private equity firms. Madison Capital Funding has closed transactions with over 175 different private equity firms and provides enterprise-value leveraged financing for acquisitions, recapitalizations, MBOs and LBOs. The company was formed in April 2001 by a group of experienced professionals drawn from a number of leading investment banking and lending institutions. Madison Capital Funding is based in Chicago, Illinois.