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Upturn AI SWOT - About
DLX 
Deluxe Corporation (DLX)
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Stock price based on last close (see disclosures)
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Upturn Advisory Summary
09/15/2025: DLX (1-star) has a low Upturn Star Rating. Not recommended to BUY.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
3 Analysts rated it
Very few follow this stock; limited insights, higher-risk early investing.
1 Year Target Price $26.75
1 Year Target Price $26.75
| 2 | Strong Buy |
| 0 | Buy |
| 1 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit 15.49% | Avg. Invested days 45 | Today’s Advisory Consider higher Upturn Star rating |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  2.0 |
| Profits based on simulation | Last Close 09/15/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 881.99M USD | Price to earnings Ratio 15.35 | 1Y Target Price 26.75 |
Price to earnings Ratio 15.35 | 1Y Target Price 26.75 | ||
Volume (30-day avg) 3 | Beta 1.5 | 52 Weeks Range 13.23 - 23.10 | Updated Date 09/15/2025 |
52 Weeks Range 13.23 - 23.10 | Updated Date 09/15/2025 | ||
Dividends yield (FY) 6.12% | Basic EPS (TTM) 1.28 |
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 2.75% | Operating Margin (TTM) 12.84% |
Management Effectiveness
Return on Assets (TTM) 5.43% | Return on Equity (TTM) 9.23% |
Valuation
Trailing PE 15.35 | Forward PE 5.69 | Enterprise Value 2380935506 | Price to Sales(TTM) 0.42 |
Enterprise Value 2380935506 | Price to Sales(TTM) 0.42 | ||
Enterprise Value to Revenue 1.13 | Enterprise Value to EBITDA 6.7 | Shares Outstanding 44885200 | Shares Floating 43806653 |
Shares Outstanding 44885200 | Shares Floating 43806653 | ||
Percent Insiders 2.11 | Percent Institutions 90.14 |
Upturn AI SWOT
Deluxe Corporation
Company Overview
History and Background
Deluxe Corporation, founded in 1915 as Deluxe Check Printers, has evolved from a check printing company to a technology-enabled solutions provider for businesses.
Core Business Areas
- Payments: Offers a range of payment solutions, including treasury management, receivables management, and payment processing.
- Data: Provides data-driven marketing solutions, including customer data analytics, marketing automation, and lead generation.
- Cloud Solutions: Offers secure cloud-based solutions for business operations and data management.
Leadership and Structure
Deluxe Corporation is led by its CEO and a board of directors. The organizational structure is divided into business units corresponding to its core business areas.
Top Products and Market Share
Key Offerings
- Payment Solutions: Deluxe Payment Exchange (DPX) offers a secure platform for businesses to process and manage payments. Competitors include Fiserv (FI), Global Payments (GPN) and Block (SQ). Limited market share data is publicly available. Revenue from payment solutions is a significant portion of the total revenue.
- Marketing Solutions: Provides marketing automation and customer relationship management (CRM) tools for small businesses. Competitors include Intuit (INTU), Salesforce (CRM), and HubSpot (HUBS). Limited market share data is publicly available. Provides a portion of the total revenue
- Cloud Solutions: Cloud based solutions for business operations and data management. Competitors include Amazon Web Services (AMZN), Microsoft Azure (MSFT), and Google Cloud Platform (GOOG). Limited market share data is publicly available. Provides a portion of the total revenue
Market Dynamics
Industry Overview
The industry is characterized by increasing digitization, growing demand for cloud-based solutions, and rising competition among players offering similar services.
Positioning
Deluxe Corporation is positioned as a provider of technology-enabled solutions for businesses, particularly in the areas of payments, data, and cloud services.
Total Addressable Market (TAM)
The total addressable market is estimated to be in the billions of dollars, including payments and data solutions, Deluxe Corporation is positioned to capture a portion of this market.
Upturn SWOT Analysis
Strengths
- Established brand reputation
- Wide range of products and services
- Extensive customer base
- Strong financial position
Weaknesses
- Slower growth compared to pure-play technology companies
- Dependence on traditional check printing business
- Integration challenges from acquisitions
Opportunities
- Expanding into new markets
- Developing innovative products and services
- Acquiring complementary businesses
- Partnering with other technology companies
Threats
- Increasing competition
- Technological disruptions
- Economic downturn
- Changing customer preferences
Competitors and Market Share
Key Competitors
- FISV
- GPN
- INTU
- ADP
- BRO
Competitive Landscape
Deluxe Corporation faces competition from both traditional financial institutions and emerging fintech companies.
Major Acquisitions
First American Payment Systems
- Year: 2021
- Acquisition Price (USD millions): 960
- Strategic Rationale: Expanded its payment solutions capabilities and broadened its customer base.
Growth Trajectory and Initiatives
Historical Growth: Need current year data
Future Projections: Need current year data
Recent Initiatives: Need current year data
Summary
Deluxe Corporation is in a transitional period, shifting from its legacy check printing business to technology-enabled solutions. While the company possesses an established brand and a broad customer base, it faces challenges from pure-play tech companies and the need to integrate past acquisitions. Successfully navigating technological disruptions and economic uncertainties will be crucial. Its expansion into new markets and development of innovative products could drive future growth, but it needs to streamline operations and address its weaknesses to capitalize on opportunities.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company Filings (SEC)
- Market Research Reports
- Analyst Reports
- Company Website
Disclaimers:
The information provided is for informational purposes only and should not be considered financial advice. Market share data is estimated based on publicly available information and may not be precise. Financial data needs current year data.
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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