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Upturn AI SWOT - About
DLX 
Deluxe Corporation (DLX)
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Upturn Advisory Summary
03/05/2025: DLX (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
AI Based Fundamental Rating
Below Average Performance
These Stocks/ETFs, based on Upturn Advisory, often underperform the market, warranting careful consideration before investing.
Analysis of Past Performance
Type Stock | Historic Profit -31.58% | Avg. Invested days 36 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  2.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 03/05/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 726.66M USD | Price to earnings Ratio 13.77 | 1Y Target Price 29 |
Price to earnings Ratio 13.77 | 1Y Target Price 29 | ||
Volume (30-day avg) 452325 | Beta 1.45 | 52 Weeks Range 15.13 - 23.91 | Updated Date 04/2/2025 |
52 Weeks Range 15.13 - 23.91 | Updated Date 04/2/2025 | ||
Dividends yield (FY) 7.57% | Basic EPS (TTM) 1.18 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin 2.49% | Operating Margin (TTM) 7.26% |
Management Effectiveness
Return on Assets (TTM) 4.64% | Return on Equity (TTM) 8.64% |
Valuation
Trailing PE 13.77 | Forward PE 4.76 | Enterprise Value 2239358122 | Price to Sales(TTM) 0.34 |
Enterprise Value 2239358122 | Price to Sales(TTM) 0.34 | ||
Enterprise Value to Revenue 1.06 | Enterprise Value to EBITDA 6.13 | Shares Outstanding 44717400 | Shares Floating 43447105 |
Shares Outstanding 44717400 | Shares Floating 43447105 | ||
Percent Insiders 2.04 | Percent Institutions 89.6 |
Analyst Ratings
Rating 4.33 | Target Price 30.75 | Buy - | Strong Buy 2 |
Buy - | Strong Buy 2 | ||
Hold 1 | Sell - | Strong Sell - | |
Strong Sell - |
Upturn AI SWOT
Deluxe Corporation
Company Overview
History and Background
Deluxe Corporation was founded in 1915 as Deluxe Check Printers. Initially focused on check printing for financial institutions, it has evolved to provide a broader range of products and services, including data-driven marketing solutions, cloud solutions, and promotional products.
Core Business Areas
- Payments: Encompasses solutions that enable businesses to process payments efficiently and securely. This includes merchant services, payment processing platforms, and fraud prevention tools.
- Cloud Solutions: Provides cloud-based solutions for small businesses, including website hosting, email marketing, and data security services.
- Promotional Products: Offers a wide array of promotional products such as branded merchandise, business cards, and marketing materials to help businesses promote their brand.
Leadership and Structure
The leadership team typically includes a CEO, CFO, and various VPs heading different business units. The organizational structure is generally hierarchical, with distinct departments focusing on different product lines and business functions.
Top Products and Market Share
Key Offerings
- Product Name 1: Payment Processing Solutions: Deluxe provides merchant services, payment gateways, and other payment processing tools to small businesses. Market share data is fragmented, but Deluxe competes with major players and smaller niche providers. Competitors include Block (SQ), Fiserv (FI), and Global Payments (GPN).
- Product Name 2: Cloud Solutions for Small Business: Provides website hosting, email marketing, and data security solutions tailored to the needs of small businesses. While specific market share figures fluctuate, the company is a viable contender in the SMB software market. Competitors include GoDaddy (GDDY), Wix (WIX), and Intuit (INTU).
- Product Name 3: Promotional Products: Deluxe offers branded merchandise, business cards, and marketing materials. Market share is fragmented due to many providers. Competitors include Vistaprint, 4imprint (FOUR.L), and National Pen.
Market Dynamics
Industry Overview
The market Deluxe operates in is dynamic, encompassing both financial services and marketing solutions. Trends include increasing adoption of digital payment methods, the growing importance of data-driven marketing, and the proliferation of cloud-based services for small businesses.
Positioning
Deluxe Corporation positions itself as a provider of comprehensive solutions for small businesses, combining traditional printing services with digital marketing and payment processing capabilities. Its competitive advantage lies in its established customer base and brand recognition.
Total Addressable Market (TAM)
The TAM for SMB cloud services, payment processing, and marketing materials is estimated to be hundreds of billions of dollars annually. Deluxe is positioned to capture a portion of this market by providing bundled services and leveraging its existing customer relationships.
Upturn SWOT Analysis
Strengths
- Established brand recognition
- Wide range of products and services
- Large customer base
- Experience in the SMB market
Weaknesses
- Slower growth compared to pure-play technology companies
- Reliance on legacy printing business
- Integration challenges with acquired businesses
Opportunities
- Expanding digital marketing and cloud services offerings
- Acquiring complementary businesses
- Leveraging data analytics to improve customer targeting
Threats
- Intense competition from larger technology companies
- Changing customer preferences and technological advancements
- Economic downturn affecting small business spending
Competitors and Market Share
Key Competitors
- FISV
- GPN
- SQ
- GDDY
- INTU
- FOUR.L
Competitive Landscape
Deluxe Corporation competes with a mix of larger technology companies and smaller niche providers. Its advantages include its established brand and customer base, while its disadvantages include its slower growth rate and reliance on legacy businesses.
Major Acquisitions
First Data (Partial Acquisition)
- Year: 2019
- Acquisition Price (USD millions): 110
- Strategic Rationale: Expanded their reach in payment processing and expanded digital services capabilities for small businesses, as part of their SMB strategy.
Growth Trajectory and Initiatives
Historical Growth: Historically, Deluxe Corporation's growth has been moderate, driven by acquisitions and expansion into digital services.
Future Projections: Future growth projections depend on analyst estimates, but growth is likely tied to the company's ability to expand its digital offerings and capture market share.
Recent Initiatives: Recent initiatives might include acquisitions, new product launches, or restructuring efforts to improve efficiency.
Summary
Deluxe Corporation is a well-established company with a strong brand presence, particularly in the SMB market. While they are making strides in digital services, growth is slow compared to tech companies. They benefit from diversification but face competition, requiring careful execution of strategy.
Similar Companies
ADP
Automatic Data Processing Inc
ADP
Automatic Data Processing Inc
FISV
Fiserv Inc.
FISV
Fiserv Inc.
GPN
Global Payments Inc
GPN
Global Payments Inc
INTU
Intuit Inc
INTU
Intuit Inc
PAYX
Paychex Inc
PAYX
Paychex Inc
Sources and Disclaimers
Data Sources:
- Company SEC Filings
- Market Research Reports
- Analyst Estimates
- Company Website
Disclaimers:
This analysis is based on publicly available information and should not be considered financial advice. Market conditions and company performance can change rapidly.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Deluxe Corporation
Exchange NYSE | Headquaters Minneapolis, MN, United States | ||
IPO Launch date 1987-07-23 | President, CEO & Director Mr. Barry C. McCarthy | ||
Sector Industrials | Industry Conglomerates | Full time employees 4981 | Website https://www.deluxe.com |
Full time employees 4981 | Website https://www.deluxe.com | ||
Deluxe Corporation provides technology-enabled solutions to small and medium-sized businesses, and financial institutions in the United States and Canada. The company operates through four segments: Merchant Services, B2B Payments, Data Solutions, and Print. It offers credit and debit card authorization and payment systems; processing services to small and medium-sized retail and service businesses; treasury management solutions, including remittance and lockbox processing, remote deposit capture, cash application, and payment acceptance solutions, as well as integrated accounts payable disbursements, such as eChecks, Medical Payment Exchange, and Deluxe Payment Exchange+; and fraud and security services. The company also provides data, analytics, and marketing services for both business-to-business and business-to-consumer marketing; financial institution profitability reporting and business incorporation services; printed personal and business checks, and business essentials comprising printed business forms and business accessories; and branded promotional, print, apparel, and digital storefront solutions. It sells through multi-channel sales and marketing, and scalable partnerships. The company was formerly known as Deluxe Check Printers, Incorporated and changed its name to Deluxe Corporation in 1988. Deluxe Corporation was founded in 1915 and is headquartered in Minneapolis, Minnesota.
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