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Deluxe Corporation(DLX)
Advisory History & Simulated Performance *
*as per simulation (see disclosures)- ALL
- 1Y
- 1M
- 1W
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- PASS (Skip)
Stock price based on last close Advisory Performance History (Simulated)
Upturn Advisory & Investor View for DLX
09/18/2026: DLX (2-star) is currently NOT-A-BUY. Pass it for now.
Deluxe Corporation is a legacy fintech company evolving into a modern payments and business services provider. Its primary strength lies in its expansive reach within the financial institution and small business markets, providing a stable foundation to cross-sell digital tools. The company’s core investment story focuses on its successful pivot toward high-growth payment and cloud-based SaaS solutions. However, investors must monitor risks related to the structural decline of its check printing revenue and the execution challenges of its ongoing digital transformation. Deluxe may appeal to value-oriented investors seeking reliable income, provided the company continues to execute its strategy amidst intense competition from tech-native payment firms.
How to Read the Upturn Advisory
The Upturn Star Rating and the current BUY, SELL, or PASS advisory are generated by Upturn’s AI advisory engine based on proprietary signal analysis, price behavior, advisory history, and historical signal performance.
Company fundamentals, valuation, risks, and news provide supporting context about the business.
Investor Fit
| Investor style | Fit | Why |
|---|---|---|
| Growth investor | Mixed fit | Growth is tied to a successful transition to digital services rather than explosive market expansion. |
| Momentum investor | Weak fit | The stock often lacks strong, consistent price momentum due to its ongoing business model pivot. |
| Value investor | Strong fit | The stock is often priced at low multiples, reflecting the market's caution regarding its legacy revenue streams. |
| Dividend investor | Strong fit | Deluxe offers a reliable dividend yield supported by cash generated from its established business segments. |
| Low-risk investor | Mixed fit | While established, the company faces structural risks that can lead to share price volatility. |
Risk Profile
| Risk factor | Level | Why it matters |
|---|---|---|
| Price volatility | Medium / high | The ongoing shift in business mix can create uncertainty for investors. |
| Valuation risk | Medium | Valuation is sensitive to the success of the digital transformation effort. |
| Competition risk (Fintech competition) | High | Aggressive competitors in payments and SaaS can erode market share and pricing power. |
| Business quality | Medium | The business possesses strong brand equity but faces structural decline in core legacy products. |
| Dividend income | Medium | Dividend sustainability depends on the company's ability to maintain cash flow while funding debt reduction. |
| Execution risk | High | Successfully integrating and scaling new digital segments is the primary determinant of long-term success. |
Price Behavior
Flat / Range-Bound
The stock price has been trading within a narrow range with minimal directional movement.
Moderately Choppy
The stock has experienced noticeable price swings while retaining some directional structure.
Analysis of Past Performance
Type Stock | Historic Profit 8.49% | Avg. Invested days 51 | Today’s Advisory PASS |
Upturn Advisory Rating  | Upturn Advisory Performance  3.0 | Stock Returns Performance  2.0 |
| Profits based on simulation | Last Close 09/18/2026 |
Upturn Scorecard
Upturn Star Rating 
Company Fundamentals
Financial Health Rating
Growth Momentum Score
Ownership
Top 5 Institutional Investors
Unit Economics (Per $1K Revenue)
Economic Dimensions
Quantitative Style Profile
Style Classification
Quality Focused
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 1.07B USD | Price to earnings Ratio 10.69 | 1Y Target Price 32.67 |
Price to earnings Ratio 10.69 | 1Y Target Price 32.67 | ||
Volume (30-day avg) 459.2K shares | Beta 1.23 | 52 Weeks Range 16.88 - 31.28 | Updated Date 09/18/2026 |
52 Weeks Range 16.88 - 31.28 | Updated Date 09/18/2026 | ||
Dividends yield (FY) 5.02% | Basic EPS (TTM) 2.18 |
How Company Makes Money
| Business area | What it includes | Retail investor read |
|---|---|---|
| Payments | Merchant services, payment processing, and treasury management. | This is the primary growth engine and a key focus for long-term valuation. |
| Cloud Solutions | Web design, hosting, payroll, and digital marketing tools. | Recurring revenue segment aimed at supporting small business digital needs. |
| Promotional Solutions | Branded merchandise and marketing apparel. | Supports customer engagement through physical branding products. |
| Checks | Personal and business check printing. | The legacy cash cow that provides steady, though slowly declining, capital. |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Valuation
Trailing PE 10.69 | Forward PE 5.52 | Enterprise Value 2.54B | Price to Sales(TTM) 0.51 |
Enterprise Value 2.54B | Price to Sales(TTM) 0.51 | ||
Enterprise Value to Revenue 1.2 | Enterprise Value to EBITDA 6.3 | Shares Outstanding 45.86M | Shares Floating 44.39M |
Shares Outstanding 45.86M | Shares Floating 44.39M | ||
Percent Insiders 2.97 | Percent Institutions 93.28 |
Upturn AI Summary
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.
Financial Metrics
🧭 Investment Snapshot
Total Revenue (Scale)
Total money earned from selling products or services before any costs. It is needed to understand the scale of the business and its ability to generate income.
Net Income (Profit)
Final profit after all expenses, interest, and taxes are deducted. It is needed to determine the overall profitability available to shareholders.
Free Cash Flow (Cash Strength)
Cash remaining after operating activities and capital expenditures, showing cash available for growth. It is needed to evaluate the company’s ability to invest, pay dividends, or reduce debt.
📈 Growth & Strength
Operating Income (Core Profit)
Profit from core operations after deducting all operating expenses. It is needed to measure how efficiently the company runs its primary business activities.
EBITDA (Cash Earnings)
Earnings before interest, taxes, depreciation, and amortization, indicating operating cash potential. It is needed to compare operating performance across companies without accounting or financing differences.
Gross Profit (Unit Profitability)
Revenue minus cost of revenue, showing profit after direct production costs. It is needed to evaluate core business profitability before overhead expenses.
🛡️ Financial Safety
Cash (Liquidity Buffer)
Total cash and cash equivalents on hand. It is needed to evaluate immediate liquidity and financial flexibility.
Total Debt (Leverage Risk)
Total debt including both short-term and long-term components. It is needed to assess the company’s leverage and financial risk.
Net Working Capital (Short-Term Health)
Current assets minus current liabilities, indicating short-term liquidity strength. It is needed to assess whether the company can meet its short-term obligations.
🧱 Balance Sheet Strength
Stockholder Equity (Net Worth)
Total equity value held by shareholders. It is needed to understand the net worth of the company from the owners’ perspective.
Total Assets (Asset Base)
The full value of everything the company owns, including cash, inventory, equipment, and investments. It is needed to understand the resource base used to generate revenue.
Income Before Tax (Pre-Tax Earnings)
Income before provision for income taxes. It is needed to analyze profitability independent of tax structures.
⚙️ Cost & Drag Factors
Cost of Revenue (Production Cost)
Direct costs required to produce and deliver the products or services sold. It is needed to assess efficiency in production and service delivery.
Total Operating Expenses (Operating Cost)
Indirect costs of running the business such as salaries, marketing, and administration. It is needed to understand how much it costs to sustain ongoing business operations.
Income Tax Expense (Tax Drag)
Amount of taxes paid or payable to the government. It is needed to evaluate the impact of taxation on overall profitability.
About Deluxe Corporation
Exchange NYSE | Headquarters Minneapolis, MN, United States | ||
IPO Launch date 1987-07-23 | President, CEO & Director Mr. Barry C. McCarthy | ||
Sector Industrials | Industry Conglomerates | Full time employees 4571 | Website https://www.deluxe.com |
Full time employees 4571 | 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, as well as nonprofit and government organizations; 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 financial institutions, small and medium-sized enterprises from a variety of industries, large multinational corporations, 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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