LoyaltyExpress, a portfolio company of New Capital Partners, has acquired SoftVu, a leader in creation, management, distribution and tracking of automated marketing strategies for direct-to-consumer markets in the mortgage lending industry.

The investment begins SoftVu’s partnership with LoyaltyExpress, a provider of marketing automation and cloud-based CRM solutions for mortgage companies and banks.

“SoftVu will fit very well into our LoyaltyExpress platform,” said James Outland, Managing Partner at NCP. “We’re excited to partner with Tim and SoftVu. He’s built an incredible company that will be a great complement to LoyaltyExpress in the mortgage tech space.”

“Partnering with SoftVu allows us to bring highly complementary solutions to our respective clients,” said Jeff Doyle, CEO of LoyaltyExpress. “This will further enhance both companies’ abilities to provide innovative and market leading solutions. Since getting to know Tim and the SoftVu team, I’m highly confident that our partnership will yield tremendous value for our combined client base.”

SoftVu, known in the market for its high degree of client focus and satisfaction, will leverage this partnership and investment to advance its prominent position and offer new and expanded services to its markets.
“Our desire to provide even higher levels of value and expand our marketing innovations to our clients is in perfect alignment with LoyaltyExpress’ mission and NCP’s investment strategy,” said Tim Donnelly, Founder and CEO of SoftVu. “We are thrilled about this partnership with LoyaltyExpress, and with NCP’s deep experience and outstanding reputation, we’re excited to further enhance our ability to deliver even more value to our clients, plus expand our products and services through LoyaltyExpress’ platform.”

“We had heard about SoftVu’s reputation for delivering outstanding client focus and results, and through the due diligence process and getting to know the SoftVu team, we validated all of that and more,” said Adam Cranford, Managing Director at NCP. “Providing additional capital to this highly regarded, profitable enterprise will allow the existing leadership team to continue to provide innovative advancements and build on their already sterling reputation. We look forward to an exciting future with both entities.”