In Latest ESP Deal, BlueHornet is Sold: Sources
By Ken Magill
On the heels of news that European marketing-automation and data-management firm Selligent and email service provider StrongView will merge comes a rumor email service provider BlueHornet has been sold.
The BlueHornet deal is the third known ESP sale since September.
According to multiple well-placed sources, BlueHornet has been purchased by Los Angeles based Marlin Equity, a global investment firm that claims more than $3 billion under management.
According to Marlin, its investment profile “focuses on established technology businesses that have a strong market presence and are looking for new ways to realize their potential.”
Marlin’s acquisition of BlueHornet is rumored to close at the end of the month.
Ecommerce firm Digital River acquired BlueHornet in 2004.
Digital River did not respond to a Tweet and a phone call asking for verification of the deal.
News of BlueHornet’s rumored sale comes on the heels of an announcement that StrongView is merging with Selligent and the combined entity will operate under the Selligent name.
Selligent, which is headquartered in Brussels, and StrongView, based in Redwood City, CA, are both owned by HGGC, a middle market private equity firm with deep investment experience in enterprise and marketing services technology. Selligent CEO Andre Lejeune will lead the combined company's management team as CEO and StrongView CEO Bill Wagner will move into an Operating Partner role at HGGC.
HGGC bought StrongView in September. It bought a majority stake in Selligent in July.
Also in September, marketing service provider Zeta Interactive purchased the segment of eBay Enterprise that used to be email service provider e-Dialog.