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Balance Point Up Investment in Shift Paradigm

Shift Paradigm, a digital transformation provider, recently announced the acquisition of Ergo, a world-class email marketing company based in New York City.

The investment was supported by Balance Point Capital Advisors LLC and its affiliated fund Balance Point Capital Partners II, L.P. Growth Catalyst Partners (“GCP”), a middle market private equity firm and majority owner of Shift Paradigm, led the transaction.

The combination deepens Shift Paradigm’s email and customer journey capabilities, as well as their mission to accelerate value creation through digital transformations that shift how companies grow and engage with customers.

According to CEO Liz Ross, “Our growing platform is able to provide enhanced best-in-class services to our clients while continuing our promise to deliver innovative and transformative digital strategies with exceptional execution.”

Ergo was founded in 2004 and provides advanced personalization tools for businesses connecting with their customers. Marketers can now leverage data to auto-generate millions of individual HTML-based dynamic content email modules for personalized 1:1 CX experiences.

Justin Kaplan, Partner at Balance Point said, “We are pleased to continue our partnership with the Shift Paradigm and GCP teams, and we’re excited to welcome the Ergo team to the platform.” He went on to express enthusiasm about the outlook for Shift Paradigm as they head into 2023.

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