Amazon Affiliate Marketing

Comvest Partners Announces Strategic Investment in Gen3

Comvest Partners Announces Strategic Investment in Gen3
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WEST PALM BEACH, Florida, September 21, 2021 (GLOBE NEWSWIRE) – Comvest Partners (“Comvest”), a private equity firm focused on operations, is pleased to announce a strategic investment in Gen3 Marketing, LLC (“Gen3”), Inc. A multinational and pioneering digital marketing services in the field of affiliate marketing. Gen3 has become a new platform in Comvest’s private equity portfolio. Terms of the deal were not disclosed.

Founded in 2007 by co-CEOs Andy Cantos and Mike Tabasso, Gen3 is one of the largest agencies in the $8 billion US affiliate marketing industry. Gen3 operates affiliate and digital marketing programs for leading online retailers covering diverse end markets, including financial services, health and wellness, apparel and accessories, and home and garden. Headquartered in Blue Bell, Pennsylvania, Gen3 also maintains operations in Santa Barbara, California, Canada, and the United Kingdom, providing customers throughout North America and Europe with a complete affiliate marketing solution as well as broader digital marketing services, including paid search. Amazon Ads and SEO to Drive Ecommerce.

“We are excited to partner with Gen3 and support an amazing team of pioneers in digital affiliate marketing,” said Manish Chawla, Senior Partner at Comvest Partners. “As consumers spend more time online, digital strategies represent a steadily increasing share of advertisers’ total marketing spend. Affiliate marketing is becoming an increasingly popular and important channel allowing advertisers to cost-effectively drive sales through targeted content. We look forward to supporting Gen3 in accelerating robust business growth.”

“Gen3 is a highly regarded strategic partner to a large list of premium customers,” added Mr. Chawla. “With its deep industry experience, extensive publisher network, veteran account teams, and proprietary analytics tools, Gen3 skillfully implements proven strategies that deliver powerful e-commerce results for its customers.”

Affiliate marketing is a form of digital advertising in which e-commerce publishers of digital content—which include news and entertainment sites, review sites, blogs, and coupon and loyalty sites—are compensated to promote a company’s products and services.

“We believe Gen3 is a very well positioned leader in a market with favorable industry trends,” said Mr. Cantos. “Comvist, with its collaborative team-based approach and long track record of success in expanding founder-led business services companies like ours, is the ideal partner to help us maximize this exciting next phase of growth.”

“We are delighted to have Comvest’s support and resources to help us increase investment in our company, our capabilities and our team, and deliver meaningful results for our clients in the rapidly expanding digital marketing landscape,” said Mr. Tabasso.

Lincoln International acted as financial advisor to Gen3 in connection with the transaction. Duff and Phelps, A Kroll Business, served as a financial advisor and Akerman LLP served as legal advisor to Comvest. The transaction was funded by Stellus Capital Management and PennantPark Investment Advisers, LLC.

About Gen3 Marketing:
Gen3 Marketing is a leading full-service digital marketing company specializing in affiliate marketing. For more information, please visit https://gen3marketing.com

About Comvist Partners:
Comvist Partners is a private investment firm that provides equity and debt capital to mid-market companies across the United States. Since its founding in 2000, Comvist Partners has invested more than $6.7 billion. Today, Comvest Partners has approximately $5.4 billion in assets under management. With its extensive capital resources and extensive network of industrial relationships, Comvest Partners provides corporate financial care, critical strategic and operational support, and business development assistance. For more information, please visit https://comvest.com

For more information, please contact:
Manish Chawla, Senior Partner, Comvest Partners – M.Chawla@comvest.com

Greg Barnes, Vice President, Comvest Partners – G.Barnes@comvest.com

Carlos Soto, Managing Director, Head of Business Development, Comvest Partners – C.Soto@comvest.com

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