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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
10/22/2025: 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.
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 7.38% | Avg. Invested days 49 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  2.0 |
| Profits based on simulation | Last Close 10/22/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 846.09M USD | Price to earnings Ratio 14.73 | 1Y Target Price 26.75 |
Price to earnings Ratio 14.73 | 1Y Target Price 26.75 | ||
Volume (30-day avg) 3 | Beta 1.49 | 52 Weeks Range 13.23 - 23.10 | Updated Date 10/22/2025 |
52 Weeks Range 13.23 - 23.10 | Updated Date 10/22/2025 | ||
Dividends yield (FY) 6.40% | 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 14.73 | Forward PE 5.69 | Enterprise Value 2371958457 | Price to Sales(TTM) 0.4 |
Enterprise Value 2371958457 | Price to Sales(TTM) 0.4 | ||
Enterprise Value to Revenue 1.13 | Enterprise Value to EBITDA 6.67 | Shares Outstanding 44885245 | Shares Floating 43803959 |
Shares Outstanding 44885245 | Shares Floating 43803959 | ||
Percent Insiders 2.11 | Percent Institutions 90.18 |
Upturn AI SWOT
Deluxe Corporation
Company Overview
History and Background
Deluxe Corporation, founded in 1915, initially focused on check printing. It has evolved into a provider of technology-enabled solutions and services for small businesses and financial institutions.
Core Business Areas
- Payments: Offers a comprehensive suite of payment solutions, including merchant services, online payments, and fraud prevention. Includes Check printing and services.
- Cloud Solutions: Provides cloud-based platforms and tools for managing and optimizing business operations.
- Data Solutions: Offers services related to data management and analytics.
- Promotional Products: Deluxe's other line of business where it provides marketing and promotional product services.
Leadership and Structure
The leadership team consists of the CEO, CFO, and other executive officers. The organizational structure is based on business segments and functional departments.
Top Products and Market Share
Key Offerings
- Merchant Services: Provides payment processing solutions for businesses of all sizes. Market share data is difficult to ascertain precisely due to the fragmented nature of the payments industry. Competitors include Block (SQ), Fiserv (FI), Global Payments (GPN), and PayPal (PYPL).
- Check Printing: Deluxe's traditional business, providing checks and related products. Market share has declined with the shift towards digital payments. Competitors include Clarke American and Main Street Checks.
- Small Business Marketing Services: Offerings include logo design, website development, email marketing, and promotional products. Competitors are Vistaprint, GoDaddy (GDDY) and Wix (WIX).
Market Dynamics
Industry Overview
The industry is characterized by technological innovation, increasing competition, and evolving customer preferences.
Positioning
Deluxe Corporation is positioned as a provider of integrated solutions for small businesses and financial institutions, leveraging its legacy in check printing to offer a broader range of services.
Total Addressable Market (TAM)
The TAM for small business solutions and payments is substantial and growing. Deluxe is attempting to capture a meaningful portion of this market with its integrated offerings.
Upturn SWOT Analysis
Strengths
- Established brand reputation
- Extensive customer base
- Diversified product portfolio
- Strong distribution network
Weaknesses
- Reliance on declining check printing business
- Integration challenges from acquisitions
- High debt load
- Competition from newer, more agile companies
Opportunities
- Growth in e-commerce
- Expansion into new geographic markets
- Adoption of digital payment solutions
- Cross-selling opportunities
Threats
- Increased competition
- Technological disruption
- Economic downturn
- Changing regulatory landscape
Competitors and Market Share
Key Competitors
- FISV
- GPN
- SQ
- ADP
Competitive Landscape
Deluxe faces competition from established payment processors and technology companies. Its advantage lies in its legacy relationships with financial institutions and small businesses, but it must innovate to compete effectively.
Major Acquisitions
First American Payment Systems
- Year: 2021
- Acquisition Price (USD millions): 960
- Strategic Rationale: Expanded Deluxe's payment processing capabilities and customer base.
Growth Trajectory and Initiatives
Historical Growth: Historical Growth needs to be acquired from an external source.
Future Projections: Future Projections needs to be acquired from an external source.
Recent Initiatives: Recent Initiatives data needs to be acquired from an external source.
Summary
Deluxe is transitioning from a check printing company to a technology-enabled solutions provider. The shift presents challenges and opportunities, with the company's legacy business declining and competition intensifying. Strategic acquisitions and investments in digital solutions are crucial for future growth. Managing debt and adapting to changing customer preferences will be key to success.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company filings
- Market research reports
- Industry publications
Disclaimers:
The information provided is for informational purposes only and does not constitute financial advice. Market share data is approximate and subject to change. Financial figures need to be collected and replaced from external data providers.
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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