Citizens Capital Markets & Advisory served as the exclusive financial advisor to PFL Tech, Inc., a Goldman Sachs Alternatives portfolio company, on its sale to The Vomela Companies, a portfolio company of The Riverside Company.

Headquartered in Livingston, Montana, and founded in 1996, PFL provides end-to-end marketing automation software that integrates with Salesforce Marketing Cloud, Iterable, Adobe Marketo Engage, Oracle Eloqua and others, enabling enterprise clients to automate, personalize and measure triggered communications across tactile and digital channels based on customer behavior.

Vomela is a full-service provider of specialized graphics solutions – delivering high-quality visually impactful communications. In January 2025, Riverside invested in Vomela to support its continued growth. PFL marks Vomela’s first acquisition since Riverside came on board.

“We could not have achieved so successful a result without the tireless efforts of the Citizens team,” said PFL CEO Dave Hawkins. “Their broad connectivity, expert guidance and skillful negotiations were instrumental in helping us find the right partner and complete the transaction.”

The combined expertise of PFL and Vomela opens new opportunities to deliver high-impact marketing programs for healthcare, financial services, retail and other verticals.

Citizens Managing Director Elgin Thompson added: “By launching an enterprise ICP within each of the leading marketing cloud ecosystems, PFL management laid the foundation for a scalable go-to-market motion. Our experienced M&A team led a strong process to help PFL find a partner like Vomela that could capitalize on this compelling opportunity to accelerate software adoption across its broader customer base.”