07/11/2025
Citizens Advises PFL Tech on its Sale to The Vomela Companies
PROVIDENCE, RI — Citizens Capital Markets & Advisory announced today that it 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, Mont., 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.”
Citizens Capital Markets & Advisory offers investment banking, research, sales and trading activities as part of our institutional broker-dealer, Citizens JMP Securities, LLC, a subsidiary of Citizens Financial Group (NYSE: CFG).
About Citizens Financial Group, Inc..
Citizens Financial Group, Inc. is one of the nation’s oldest and largest financial institutions, with $220.1 billion in assets as of March 31, 2025. Headquartered in Providence, Rhode Island, Citizens offers a broad range of retail and commercial banking products and services to individuals, small businesses, middle-market companies, large corporations and institutions. Citizens helps its customers reach their potential by listening to them and by understanding their needs in order to offer tailored advice, ideas and solutions. In Consumer Banking, Citizens provides an integrated experience that includes mobile and online banking, a full-service customer contact center and the convenience of approximately 3,100 ATMs and approximately 1,000 branches in 14 states and the District of Columbia. Consumer Banking products and services include a full range of banking, lending, savings, wealth management and small business offerings. In Commercial Banking, Citizens offers a broad complement of financial products and solutions, including lending and leasing, deposit and treasury management services, foreign exchange, interest rate and commodity risk management solutions, as well as loan syndication, corporate finance, merger and acquisition, and debt and equity capital markets capabilities. More information is available at www.citizensbank.com or visit us on X (formerly Twitter), LinkedIn or Facebook.
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Contact:Frank Quaratiello
617.543.9810
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