Marketing MadnessSpecials

XL Marketing Snags $70 Million

XL Marketing, a leading digital and direct marketing company, today announced an investment by private equity firm GCP Capital Partners, formerly known as Greenhill Capital Partners, as well as a debt facility agented by Madison Capital Funding.  The $70 million capital raise will be used to fuel XL Marketing’s continued growth through organic business activities, as well as strategic acquisitions.

“We are thrilled to bring on such stellar partners to help us take the company to the next level,” said David A Steinberg, XL Marketing CEO.  “As we continue to execute on our growth plans in the US, UK and other International markets, it was essential to secure the right kind of capital, with the right partners. We now have the balance sheet, strategic partners and assets and capabilities to compete and win in every market where we play.”

“The shift to digital and XL’s unique client offerings makes this the ideal time for innovative companies to create value.  We believe XL Marketing is uniquely positioned to help its clients capture the full potential of their online marketing efforts,” said Robert Niehaus, Chairman and Founder of GCP Capital Partners, who will also be joining the Company’s board of directors.

Over the past four years, XL Marketing has established itself as a leader in the industry sectors in which it focuses – Financial Services, Education, Insurance and Health & Wellness.  This new capital will enable the Company to enhance its offerings that serve these industries.

“David and his team have built XL Marketing into a high growth digital marketing company poised for the next stage in expansion,” said John Sculley, XL Marketing Vice Chairman, former CEO of Apple Computer and Pepsi.

XL Marketing is headquartered in New York City and has offices in Washington DC, Tampa FL, San Francisco, CA, and London and Bristol in the UK.  It employs more than 200 people.

Petsky Prunier advised XL Marketing on this transaction.

About XL Marketing
XL Marketing is a leading digital and direct marketing company that has built a massive consumer marketing platform to generate high quality customers for leading brands.  The platform encompasses all interactive channels — Email, Search, Social Media and Call Center – and an innovative data-driven methodology, underpinned by proprietary technology.  The company focuses on several sectors including Financial Services, Education, Insurance and Health & Wellness. The company is a recognized leader in the US and UK markets for its ability to generate new customers and qualified leads at scale and within ROI targets. XL Marketing employs more than 200 people in five locations. For more information, please visit

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Pesach Lattin

Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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  1. Pace, a little surprised that you don’t have the real dish here. It’s been common knowledge that XL Marketing was YET ANOTHER company absolutely plagued by cash flow problems, and they were not paying the vast majority if their publishers if any at all. The excuses for non payments eventually evolved into XL admitting that they were struggling and that they were trying to raise funding to pay their bills and publishers. They even made the infamous Internet Deadbeats list.

  2. I really appreciate this great article that you have shared, to be honest I am not familiar with this, but the news you have given me provides me a good lesson that I can based my business soon.

  3. XL Marketing aka Spire aka Commission Wizard has not been paying or has been late paying….

  4. Hello,

    Where can we find this deadbeat list?
    So this way affiliates will know where to NOT send traffic for fear of not getting paid!


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