The start of DealX
We believed that delivering product and consultancy to the same market under the same brand was potentially confusing to our clients and ourselves, as well as diluting focus. In order for each to flourish, separating our core offerings into separate brands and leadership would satisfy not just this, but also our desire for a strategic investor who could help us establish our product offering.
With this in mind, we kept consulting under the StructureIt brand with a dedicated leadership group and separated out the products business into a new brand, DealX with the original founder leadership. At the end of the year, we closed a Series A investment round with Morningstar Credit and accomplished both objectives we set ourselves at the start of the year.