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Upturn AI SWOT - About
DLX 
Deluxe Corporation (DLX)
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Upturn Advisory Summary
06/30/2025: 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
Limited analyst coverage, niche firm, research info may be scarce.
1 Year Target Price $26.5
1 Year Target Price $26.5
| 2 | Strong Buy |
| 0 | Buy |
| 1 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -7.94% | Avg. Invested days 37 | Today’s Advisory Consider higher Upturn Star rating |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 06/30/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 711.45M USD | Price to earnings Ratio 12.73 | 1Y Target Price 26.5 |
Price to earnings Ratio 12.73 | 1Y Target Price 26.5 | ||
Volume (30-day avg) 3 | Beta 1.48 | 52 Weeks Range 13.44 - 23.46 | Updated Date 06/30/2025 |
52 Weeks Range 13.44 - 23.46 | Updated Date 06/30/2025 | ||
Dividends yield (FY) 7.57% | Basic EPS (TTM) 1.25 |
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 2.64% | Operating Margin (TTM) 10.88% |
Management Effectiveness
Return on Assets (TTM) 5.24% | Return on Equity (TTM) 9.13% |
Valuation
Trailing PE 12.73 | Forward PE 4.72 | Enterprise Value 2230395122 | Price to Sales(TTM) 0.34 |
Enterprise Value 2230395122 | Price to Sales(TTM) 0.34 | ||
Enterprise Value to Revenue 1.05 | Enterprise Value to EBITDA 6.16 | Shares Outstanding 44717400 | Shares Floating 43669216 |
Shares Outstanding 44717400 | Shares Floating 43669216 | ||
Percent Insiders 2.08 | Percent Institutions 90.98 |
Analyst Ratings
Rating 2 | Target Price 26.5 | 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, founded in 1915 as Deluxe Check Printers, initially focused on check printing. Over time, it expanded its offerings to include small business marketing solutions, data-driven marketing services, and treasury management solutions. It has grown through acquisitions and organic expansion.
Core Business Areas
- Payments: Provides a range of payment processing solutions, including check printing, digital payment processing, and related services.
- Cloud Solutions: Offers cloud based solutions that cover a range of marketing tools, HR and sales tools
- Promotional Products: Includes promotional items and business supplies that provide additional marketing solutions.
Leadership and Structure
The company has a CEO, CFO, and various executive vice presidents leading different business units and functional areas. Its organizational structure is departmentalized, with each business unit having its own sales, marketing, and operations teams.
Top Products and Market Share
Key Offerings
- Checks: Deluxe offers a variety of check printing services for businesses and individuals. Market share information is becoming difficult to ascertain as the overall market declines due to digital payment adoption. Major competitor for checks is Harland Clarke.
- Marketing Solutions: Provides marketing services, including website design, search engine optimization (SEO), and social media marketing. These services cater to small businesses. There are thousands of competitors in this field.
- Payment Processing Solutions: Offering products that help small businesses take payments across a multitude of forms including check, online, debit and credit. Competitors include Block and FIS.
Market Dynamics
Industry Overview
The payments and business services industry is characterized by increasing digitization, evolving customer expectations, and intense competition. Small business marketing is a fragmented market.
Positioning
Deluxe positions itself as a one-stop shop for small business solutions, providing a range of products and services to help them start, grow, and manage their businesses. They compete on scale and established brand recognition.
Total Addressable Market (TAM)
The total addressable market for small business marketing and payment solutions is estimated to be in the tens of billions of dollars annually. Deluxe has a fraction of this TAM.
Upturn SWOT Analysis
Strengths
- Established brand name
- Extensive customer base
- Diversified product and service offerings
- Strong distribution network
Weaknesses
- Dependence on declining check printing market
- Need to increase sales in its new offerings
- High Debt Load
Opportunities
- Expansion into new digital payment solutions
- Acquisition of companies to broaden offerings
- Growth in digital marketing services
- Cross-selling opportunities across customer base
Threats
- Increasing competition from digital payment providers
- Economic downturn impacting small businesses
- Changing consumer preferences
- Cybersecurity risks
Competitors and Market Share
Key Competitors
- FIS
- Block (SQ)
- Harland Clarke
Competitive Landscape
Deluxe faces intense competition from larger, more specialized companies in the payment processing and marketing services sectors. Their advantage lies in their established relationships with small businesses.
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: Growth has been slow to moderate due to the declining check printing business.
Future Projections: Analyst estimates suggest moderate growth driven by digital payment and marketing services. Please refer to analyst reports for specific numbers.
Recent Initiatives: Focus on digital transformation, strategic acquisitions, and expanding cloud-based services.
Summary
Deluxe is a company undergoing a transformation, shifting from its legacy check printing business to digital payment and marketing solutions. While the company has a strong brand and customer base, it faces challenges in competing with larger, more specialized players and managing its debt load. The company's success hinges on its ability to innovate and successfully execute its digital transformation strategy. Growth in payments and cloud offerings will be critical to offset losses elsewhere.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company SEC Filings (10-K, 10-Q)
- Analyst Reports
- Industry Publications
- Deluxe Corporation Investor Relations
Disclaimers:
This analysis is for informational purposes only and should not be considered financial advice. Market conditions and company performance can change rapidly. Please seek professional financial advice before making any investment decisions.
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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