Peterson Partners

Peterson Partners is a Utah-based private equity firm that targets lower mid-market U.S. companies, pursuing both majority and minority investments and co-investment opportunities across sectors including consumer, software and internet, business services, retail, healthcare, fintech, digital commerce, and industrials; it engages in growth equity, leveraged buyouts, turnarounds and related strategies with a focus on businesses generating meaningful revenue. The firm also operates Peterson Ventures, its early-stage venture arm, which backs pre-seed and seed technology companies, notably in SaaS, digital commerce and healthcare, providing capital and active partnership to support growth. The organization positions itself as a value-added partner to entrepreneurs and has a broad geographic footprint across the United States.

Nathan Allen

Associate

Max Artz

Partner

Kate Buellesbach

Associate

Brandon Cope

Partner

Cameron Crittenden

Associate

Past deals in Sales Automation

DiversiFi

Pre Seed Round in 2025
At DiversiFi we provide 3PLs with software that helps them modernize the way they bill, bid, and process shipments. 3PLs who use DiversiFi boost their margins an average of 28% and increase their close rates by 2x on new business. How we help: We provide 3PLs with the lowest shipping costs and AI that maximizes profitability on markups. We make your 3PL look like a rockstar with your clients. When your 3PL wins, your clients win. What customers are saying: > “DiversiFi has given us the sophistication we need to maximize markups, win new customers, and improve our shipping rates. It’s truly modernized our biggest profit center: shipping” > “What’s unique about DiversiF is how many team members from different departments get value from their software. From sales, to carrier operations, accounting, and C level. It’s rare to see AI applied in a specific use case that’s so valuable.”

Intelizen

Pre Seed Round in 2023
Intelizen is a technology company that specializes in AI-driven contract management software. It helps businesses automate and streamline their contract processes by converting static contracts into a dynamic, searchable system of record. This enables companies to track and manage their contracts more efficiently, reducing manual errors and missed revenue opportunities. The platform offers features such as swift contract negotiations, centralized contract storage, automated workflows, and intelligent reporting. By using Intelizen, businesses can improve their contract lifecycle management, ensuring they stay true to their contractual obligations and maximizing revenue.

Rebuy Engine

Series A in 2023
Rebuy is an omnichannel personalization platform designed to enhance the online shopping experience by increasing sales and conversions. It offers an automated, data-driven solution that enables merchants to implement upselling, cross-selling, and personalized product recommendations through its API. By utilizing prebuilt personalization workflow objects or creating custom workflows, merchants can significantly improve their online store's performance. Rebuy integrates with various popular e-commerce applications, such as ReCharge, Klaviyo, and Yotpo, supporting a range of innovative brands. The platform focuses on transforming user interactions into revenue-generating actions, allowing e-commerce sellers to boost order values and improve customer retention through tailored user experiences and conversion tracking.

Roster

Seed Round in 2022
Roster is a brand engagement platform that drives sales and awareness through word-of-mouth marketing. It assists brands in nurturing and growing their brand community into a strong sales channel, allowing them to diversify their revenue and become less reliant on paid advertising. The Roster platform connects brands with people who are already talking about their brand or those who will with the right nudge. As a result, there is more engagement, referred sales, and a more connected community. Roster was founded in 2017 and is based in Utah.

Rebuy Engine

Seed Round in 2021
Rebuy is an omnichannel personalization platform designed to enhance the online shopping experience by increasing sales and conversions. It offers an automated, data-driven solution that enables merchants to implement upselling, cross-selling, and personalized product recommendations through its API. By utilizing prebuilt personalization workflow objects or creating custom workflows, merchants can significantly improve their online store's performance. Rebuy integrates with various popular e-commerce applications, such as ReCharge, Klaviyo, and Yotpo, supporting a range of innovative brands. The platform focuses on transforming user interactions into revenue-generating actions, allowing e-commerce sellers to boost order values and improve customer retention through tailored user experiences and conversion tracking.

Spiff

Series B in 2021
Spiff Inc. is a developer of a cloud-based sales commission automation software designed to streamline and enhance the management of sales compensation. Founded in 2017 and headquartered in Sandy, Utah, with an additional office in Mountain View, California, Spiff's platform allows organizations to design and modify commission plans, create rules, and manage complex team structures with ease. The software provides sales representatives with personalized dashboards that track their performance against goals, offers detailed commission traces, and generates payroll reports. Utilizing machine learning, Spiff integrates seamlessly with various commission systems, including ERP, payments, and payroll, to minimize errors and ensure accurate data management. The solution is tailored for finance and sales operations, as well as sales and marketing teams, enabling businesses to optimize their commission structures and ultimately drive sales growth.

Spiff

Series A in 2020
Spiff Inc. is a developer of a cloud-based sales commission automation software designed to streamline and enhance the management of sales compensation. Founded in 2017 and headquartered in Sandy, Utah, with an additional office in Mountain View, California, Spiff's platform allows organizations to design and modify commission plans, create rules, and manage complex team structures with ease. The software provides sales representatives with personalized dashboards that track their performance against goals, offers detailed commission traces, and generates payroll reports. Utilizing machine learning, Spiff integrates seamlessly with various commission systems, including ERP, payments, and payroll, to minimize errors and ensure accurate data management. The solution is tailored for finance and sales operations, as well as sales and marketing teams, enabling businesses to optimize their commission structures and ultimately drive sales growth.

Spiff

Seed Round in 2019
Spiff Inc. is a developer of a cloud-based sales commission automation software designed to streamline and enhance the management of sales compensation. Founded in 2017 and headquartered in Sandy, Utah, with an additional office in Mountain View, California, Spiff's platform allows organizations to design and modify commission plans, create rules, and manage complex team structures with ease. The software provides sales representatives with personalized dashboards that track their performance against goals, offers detailed commission traces, and generates payroll reports. Utilizing machine learning, Spiff integrates seamlessly with various commission systems, including ERP, payments, and payroll, to minimize errors and ensure accurate data management. The solution is tailored for finance and sales operations, as well as sales and marketing teams, enabling businesses to optimize their commission structures and ultimately drive sales growth.

Spiff

Seed Round in 2019
Spiff Inc. is a developer of a cloud-based sales commission automation software designed to streamline and enhance the management of sales compensation. Founded in 2017 and headquartered in Sandy, Utah, with an additional office in Mountain View, California, Spiff's platform allows organizations to design and modify commission plans, create rules, and manage complex team structures with ease. The software provides sales representatives with personalized dashboards that track their performance against goals, offers detailed commission traces, and generates payroll reports. Utilizing machine learning, Spiff integrates seamlessly with various commission systems, including ERP, payments, and payroll, to minimize errors and ensure accurate data management. The solution is tailored for finance and sales operations, as well as sales and marketing teams, enabling businesses to optimize their commission structures and ultimately drive sales growth.

Roster

Pre Seed Round in 2017
Roster is a brand engagement platform that drives sales and awareness through word-of-mouth marketing. It assists brands in nurturing and growing their brand community into a strong sales channel, allowing them to diversify their revenue and become less reliant on paid advertising. The Roster platform connects brands with people who are already talking about their brand or those who will with the right nudge. As a result, there is more engagement, referred sales, and a more connected community. Roster was founded in 2017 and is based in Utah.

Content Analytics

Series A in 2017
Content Analytics, Inc. is a company that specializes in developing and operating a digital analytics and content management platform tailored for e-commerce optimization. Founded in 2013 and based in San Francisco, it provides a comprehensive suite of services that includes content management, analytics, and reporting. The platform employs machine-learning technology to offer retailers recommendations for optimizing their online presence, enabling them to enhance their visibility among a vast array of products. Key features include cloud storage, content syndication, performance metrics, and insights into content health and pricing intelligence. By leveraging data crawler technology, Content Analytics delivers essential insights that empower brands and retailers to compete effectively in the digital marketplace. The company operates as a subsidiary of Syndigo LLC, further enhancing its capabilities in the field of e-commerce analytics.

Content Analytics

Series A in 2014
Content Analytics, Inc. is a company that specializes in developing and operating a digital analytics and content management platform tailored for e-commerce optimization. Founded in 2013 and based in San Francisco, it provides a comprehensive suite of services that includes content management, analytics, and reporting. The platform employs machine-learning technology to offer retailers recommendations for optimizing their online presence, enabling them to enhance their visibility among a vast array of products. Key features include cloud storage, content syndication, performance metrics, and insights into content health and pricing intelligence. By leveraging data crawler technology, Content Analytics delivers essential insights that empower brands and retailers to compete effectively in the digital marketplace. The company operates as a subsidiary of Syndigo LLC, further enhancing its capabilities in the field of e-commerce analytics.

Outro

Seed Round in 2014
Outro is a referral automation platform that helps organizations unlock the value of relationships by automating referrals and introductions for sales, recruiting, and partnerships. The platform identifies and connects employees, customers, advisors, partners, and others to new prospects within a company’s network and the broader Outro community. It uses a Triple Opt-in process in which the connector, the prospect, and the requested match pre-approve each introduction before it is made. Organizations create a Request specifying target introductions; the system surfaces matching Prospects for Connectors to approve, followed by the Prospect’s consent and the introduction. Key capabilities include unlimited user licenses, unlimited referrals within internal and extended networks, CRM integration, team management and reports, data import/export, and a built-in thank-you and rewards program. Use cases span lead generation, employee referrals, sales referrals, investor and advisor introductions, volunteer recruitment, and driving traffic to apps or websites.

Content Analytics

Seed Round in 2014
Content Analytics, Inc. is a company that specializes in developing and operating a digital analytics and content management platform tailored for e-commerce optimization. Founded in 2013 and based in San Francisco, it provides a comprehensive suite of services that includes content management, analytics, and reporting. The platform employs machine-learning technology to offer retailers recommendations for optimizing their online presence, enabling them to enhance their visibility among a vast array of products. Key features include cloud storage, content syndication, performance metrics, and insights into content health and pricing intelligence. By leveraging data crawler technology, Content Analytics delivers essential insights that empower brands and retailers to compete effectively in the digital marketplace. The company operates as a subsidiary of Syndigo LLC, further enhancing its capabilities in the field of e-commerce analytics.
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