Context

Sagard has emerged as the winner of a competitive auction process managed by Amala Partners and eCap Partner, acquiring a majority stake in Primelis. The transaction values the company with a premium valuation underpinned by a 40% average annual growth rate over the last five years. The financing package includes a unitranche debt provided by Eurazeo Private Debt, which is structured to potentially evolve into a senior debt with PIK (Payment-in-Kind) interest to maximize reinvestment into growth. The deal also includes a dedicated CAPEX line strictly engineered to fund an upcoming build-up strategy. Following the successful "cracking" of the US market, this new partnership is designed to transform Primelis into a global MarTech leader with imminent launches planned for Canada, Mexico, and the United Kingdom.

Target

Primelis is a high-growth digital marketing agency that has evolved into a "SaaS-enabled" platform, specializing in organic search (SEO), paid search (SEA), and social media advertising. Originally a pure consulting firm, the company shifted its strategy in 2017 to develop proprietary tracking and optimization software. These tools, which were initially for internal use by consultants, are now marketed directly to advertisers as a standalone or bundled SaaS offering. This hybrid model allows the firm to act as a "tech-tooled agency" or a "consultancy-backed SaaS platform," effectively using technology as a Trojan horse to enter major accounts.